Case Study: How Drools Rises as a Unicorn in a ‘Non-Serious’ Pet Food Category

Vasundhra Tewari

| 2025-07-06 | Business Stories

Overview

In a market dominated by serious sectors like fintech, edtech, and healthtech, few expected a pet food brand to become a unicorn contender. But Drools, an Indian pet nutrition brand, quietly defied expectations.

By blending smart strategy with a deep understanding of pet parents and a strong emotional connect, Drools turned a niche category into a serious, scalable business and has now become India’s first Pet Food brand that has achieved the ‘Unicorn Startup’ status.

Background

Company: Drools Pet Food Private Limited
Founded: 2010
Founder: Fahim Sultan
Category: Pet Food (Dog and Cat Nutrition)
Parent Company: Abis Exports
Revenue: ₹1,200+ crore (FY 2024)
Investor: L Catterton, Nestlé S.A

The Opportunity

Market Gaps Identified:

The Import-Heavy Market

Previously, the global brands dominated shelves with high pricing, compromised nutrition, and low localization. This market gap caught the eye of Drools’ founder, and he built a brand that serves the purpose.

Cultural Myths

The pet food market was considered non-serious due to the cultural myths, like Indian pet owners believed “ghar ka khana” was good enough. This gap in nutritional value encouraged him to do something in this direction.

Lack of Domestic Innovation

No Indian brand offered affordable, science-backed pet food made for Indian pets. Drools did exactly that and tapped the market with its pet food brand that brings nutrition in the bowl.

The Evolution of Consumers as Aware Pet Parents

Drools spotted a consumer evolution: pet humanization. As more Indians began treating pets as family, the demand for quality pet nutrition was inevitable, but untapped.

The Drools Playbook

1. A Winning Business Pivot

Drools initially started as a B2B business
Then came the 11% annual pet ownership boom that compelled the brand to pivot its strategy
The brand switched to D2C and never looked back

2. Product-Market Fit, Indian Style

Formulated pet food tailored to Indian breeds and climate
Priced it 20–30% below global competitors
Maintained global-quality standards using local manufacturing

3. Backward Integration & Supply Chain Strength

Leveraged parent company Abis Exports’ poultry supply chain
Achieved full control from sourcing to packaging, ensuring both cost efficiency and quality assurance

4. Rural & Semi-Urban First

Unlike D2C brands focused on metro consumers, Drools expanded aggressively into Tier 2 and Tier 3 cities like Bhubaneshwar, Surat, Patna, Guwahati, etc
Drools captured the next wave of pet owners
Built a distribution network of 30,000+ retail outlets and veterinary clinics

5. Trust through Content & Influencers

Partnered with veterinarians, breeders, and pet-parent creators
Focused on trust-led, education-driven marketing instead of celebrity-led campaigns

6. Early Entry in a Less Captured Market- Cat Food

Introduced science-based cat food for both kittens and adult cats
An early entry in the untapped market made it big for the brand

7. Going Global

Exported to 22 countries, including Middle Eastern and Southeast Asian markets
Used global expansion as a credibility lever for Indian consumers

Key Metrics (As of FY 2024)

₹1,200+ Crore in Revenue: Drools crossed this milestone, showing strong demand and market acceptance.
30% Year-On-Year Growth: The brand has maintained steady, high growth in a competitive space.
Presence in 30,000+ Retail Outlets: A wide offline network ensures easy availability across India, especially in Tier 2 and Tier 3 cities.
Exports to 22 Countries: Drools has expanded its footprint globally, with a strong presence in the Middle East and Southeast Asia.
Among Top 3 Pet Food Brands in India: It has secured a leadership position in the Indian pet nutrition market.
Backed by L Catterton & Nestlé S.A: These global industry giants bring not just capital, but deep experience in building consumer brands.

The Learnings

Spot the Cultural Shift: Drools saw pet parenting as an emerging lifestyle trend, not just a product opportunity.
Control the Value Chain: Full-stack operations led to cost savings, agility, and consistent quality.
Build Beyond Metros: Drools executed this early and effectively.
Treat Every Category Seriously: “Non-serious” is a mindset. Strategic execution can transform perception.
Local Product, Global Mindset: Drools combined Indian relevance with international standards, key to domestic and export success.

Conclusion

Drools proves that billion-dollar ideas can emerge from the most unexpected places, if built with vision, strategy, and an understanding of the evolving Indian consumer. In turning pet food into a serious business, Drools not only fed pets but nourished a new startup category in India.