MARS INDIA, manufacturer and marketer of leading dog food brand Pedigree, is seeking to tap niche areas of the pet feed market in India by introducing an array of products. The company has introduced vegetarian dog food, keeping in mind the sensitivities of vegetarian pet owners, and will soon launch snacks and treats as well as specialised food for older dogs.

The $20 million market in the country for pet foods is growing rapidly and is set to evolve into a size of $74 million by 2012, the company said. “The 100 per cent vegetarian food is eyeing mainly the Tamil Nadu and Gujarat markets. A city such as Chennai, with a pet dog population of one lakh, has a market potential of $12 million. At least 30 per cent of pet owners in the city prefer vegetarian food for their animals,” said Ajay Iyer, regional sales manager, south and east of Mars International India.

Mars has brought out the vegetarian variant with the same nutritional and calorie levels as that of the non-vegetarian one. The company is also introducing specialised food for dogs of age seven and above. “The food that will be introduced in the Indian market in two to three months can be easily chewed and digested and satisfies the nutritional requirements of older dogs,” said Nitin Kulkarni, manager, professional services, Mars India.

Pedigree is also looking at bringing into India a variety of snacks and treats for pets sush as Rodeo, Markies, Schmackos and Bisrock, which are marketed overseas.

According to Iyer, pedigree has a 70 per cent market share in the pet food market in India with major business coming from top 26 cities. “The five bigger cities contribute to a larger share of the revenues, but we are also seeing a faster growth in smaller cities and towns,’ he said.

Retail stores contribute 60 per cent of the sales, with the rest coming through other distribution channels such as veterinary specialists, breeders and institutions.