Godrej Consumer Products launches ‘Godrej Ninja’, a pet care brand in Tamil Nadu under Godrej Pet Care

In the lead-up to National Pet Day (April 11), Godrej Pet Care (GPC), a subsidiary of Godrej Consumer Products Ltd (GCPL), has announced its entry into the Tamil Nadu market with the launch of ‘Godrej Ninja’, a pet food brand focused on scientifically formulated nutrition for dogs. Positioned as a solution to support gut health and immunity, Godrej Ninja makes its exclusive debut in Tamil Nadu, marking GPC’s first foray into the fast-growing pet food segment. The launch is part of GPC’s larger plan to invest ₹500 crore in the pet care category over the next five years. Through this investment and its #PawsitiveNutrition initiative, the brand aims to empower pet parents with access to complete and balanced nutrition for their dogs.Pet care is an emerging sunrise category for Godrej Consumer Products. The market is estimated at ₹6,000 crore, of which ₹5000 crore is estimated to be pet food¹. The pet care category has the potential for strong double-digit growth over the next few decades. Despite rising pet ownership in India, the penetration of packaged pet food remains low. Currently, ~10% of Indians own a pet, and among them, just ~10% feed packaged food, that too only 40% of the time¹. Calorie conversion in India is just 4%. China, which was remarkably like India 15 years ago, has close to 20% pet ownership with a calorie conversion² of 25%. Formed in 2024, Godrej Pet Care builds on the deep expertise of Godrej Agrovet—India’s leading producer of animal feed—leveraging advanced knowledge in animal nutrition and manufacturing. The brand also benefits from the marketing acumen and innovation legacy of Godrej Consumer Products Ltd. With this combined strength, GPC aims to offer high-quality pet care products that meet rigorous standards, while gradually establishing a brand that pet parents can trust and embrace.GPC shares that it is uniquely positioned to enter and disrupt the Indian pet food market with the launch of Godrej Ninja. With a large, dedicated R&D centre in India, GPC brings unmatched focus to product development tailored specifically for dogs in India. Godrej Ninja shares that it is proudly made in India and has been extensively tested with dogs across a wide range of breeds. Developed based on a deep understanding of Indian pet dogs’ preferences, the brand promises to deliver optimal palatability, digestibility, and adaptability to local conditions, ensuring nutrition that suits their needs.Speaking on the launch of GPC’s first-ever brand, Robert Menzies, Chief Executive Officer, Godrej Pet Care (GPC), said, “Godrej Pet Care represents a long-term commitment from the Godrej Industries Group to build a world-class business in the exciting, high-growth space of Indian pet care. The business brings together the animal nutrition expertise of Godrej Agrovet with the marketing muscle of Godrej Consumer Products, all under the trusted brand of Godrej. Godrej Ninja is the first brand launch under the GPC umbrella, offering healthy dog food at an accessible price point. Tamil Nadu is a key market for pet food, with approximately 2–3 million pet parent households. It’s a very important state for Godrej’s Consumer business, and we are thrilled to be launching here as a first step towards nationwide expansion.”Made and tested in India, the brand shares that Godrej Ninja is built on deep scientific research and developed at the Nadir Godrej Centre for Animal Research & Development. It also shares that Godrej Ninja delivers enhanced immunity and gut health via the 3Ps – Probiotics, Prebiotics and Polyphenols. The dry dog food, as shared by the brand, is expertly crafted in collaboration with veterinary specialists to provide the precise nutrition needed for a healthy gut and stronger immunity. The company claims that it uses only freshly sourced raw material to maintain the highest quality standards. As per Godrej Ninja, the product contains 37 precisely balanced nutrients, enriched with Probiotics, Prebiotics, Vitamins, Omega-3 Fatty Acids, and Phytonutrients, ensuring complete & balanced nutrition to meet a dog's dietary needs. The product meets or exceeds all Indian, US and EU standards and guidelines³.Dr. Ashok Pattanaik, Head, Research & Development, Godrej Pet Care (GPC) and former Principal Scientist at Indian Veterinary Research Institute, emphasised, “As humans, we instinctively balance our diets for immunity—curd for probiotics, rice and chapati for energy, and chicken or fish for protein. Similarly, pet dogs need a complete and balanced diet with Fibre, Minerals and Vitamins and additional select supplements to ensure a healthy gut and overall immunity. Many pet parents express love by feeding home-cooked meals, but these often lack essential nutrients, leading to nutritional deficiencies and imbalances. With nearly 70% of a dog’s immune system in the gut, poor nutrition weakens immunity. As per various reports, gastrointestinal issues make up nearly 30% of vet visits, highlighting the need for precise, scientifically formulated pet food with appropriate immunonutrients ensuring optimal gut health and overall well-being.”Nitin Jain, Chief Operating Officer, Godrej Pet Care (GPC) and a pet food industry veteran, said, “Godrej Ninja is the result of years of rigorous research and development, designed to improve a pet dog’s gut health and their immunity by providing complete and balanced nutrition. All ingredients are triple-checked for quality. Each kibble of Godrej Ninja ensures consistent nutrient intake, reducing the risk of falling sick. Godrej Ninja is available for both puppies and adult dogs in three convenient pack sizes. For adult pet dogs, the pack options are 100g for ₹20, 1kg for ₹239, and 3kg for ₹610. For puppies, the available sizes are 100g for ₹20, 1kg for ₹259, and 3kg for ₹640.”Godrej Ninja aims to provide pet parents with a reliable, high-quality nutritional solution tailored to support their dogs’ overall health and well-being.Reference/s:Disclaimer: This article has been produced on behalf of Godrej Pet Care by Times Internet’s Spotlight team.