Drools Pet Food, has successfully raised a staggering $60 million in funding from L Catterton, a renowned global consumer-focused investment firm. This marks a significant milestone for L Catterton, as it ventures into the flourishing pet food sector in India. With its strong legacy in building reputable brands in the pet food space around the world, L Catterton brings unparalleled expertise and support to Drools as it aims to consolidate its position in the Indian market.
Established in 2010, The Bengaluru based pet food firm has rapidly become a prominent player in the pet food industry. The company, known for its homegrown roots, boasts an impressive portfolio of renowned brands, including Pure Pet, Meat Up, Canine Creek, and Kitty Yum. Initially starting with a line of dry food for dogs and cats, Drools has strategically expanded its product range to include wet food, treats, and supplements, catering to the diverse needs of pet owners.
Drools’ success is not limited to the Indian market alone. Over the past decade, the company has established a significant global presence, serving its high-quality products to over 20 countries, including Sri Lanka and Nepal. This expansion has solidified Drools’ reputation as a trusted and reliable brand in the international pet food market.
Anjana Sasidharan, Partner at L Catterton Asia, highlighted the pet food firms’ key differentiating factor, stating, “What truly differentiates Drools is its ability to manufacture high-quality products across the price ladder and make them available to pet parents via every relevant channel, be it online on Amazon or Flipkart, or offline in over 34,000 points of sale spanning specialty vet shops, veterinary clinics, and general trade stores.” This commitment to accessibility and product excellence has been instrumental in driving Drools’ success and consumer loyalty.
Drools Partnership with L Catterton holds great promise for the firm
The partnership with L Catterton comes at an opportune time for the growing pet food player, as it aims to further strengthen its brand presence and capture a larger market share in India. Fahim Sultan, the Founder of Drools, expressed enthusiasm about the collaboration, stating, “We are keen to leverage [L Catterton’s] consumer insights, operating know-how, and commercial network to strengthen our brands further and recruit talent.” With L Catterton’s vast experience and resources, Drools is well-positioned to tap into the vast potential of India’s developing pet market, which is steadily maturing across metros, Tier I and Tier II cities.
As the demand for pet food continues to rise, driven by the increasing pet ownership and the growing awareness of pet health and nutrition, the India pet food firm is poised for significant growth. The substantial investment from L Catterton not only provides the necessary capital for expansion but also reinforces Drools‘ commitment to innovation, product quality, and customer satisfaction.
With a shared vision for the future, Drools and L Catterton are prepared to navigate the ever-evolving pet food landscape in India. The collaboration between these industry leaders holds the promise of creating new opportunities, introducing innovative products, and ultimately enhancing the lives of pets and their owners. As Fahim Sultan affirms, “India’s developing pet market continues to mature across metros, as well as Tier I and Tier II cities, and we see many more years of secular growth ahead.” The stage is set for Drools to make a significant impact in the pet food industry, driven by its relentless pursuit of excellence and backed by the support of L Catterton’s global expertise.
