Pet food on Amazon India sells ₹212.2 crore a year. Two companies take 76%
Indian D2C pet brands are easy to find: on Zepto they are 22.4% of the pet food a dark store carries. We wanted to know how much of the money they take. So we read every product Amazon India shows for six dog and cat food searches, 793 listings, and opened every one that shows sales.
The measure
Sales on Amazon India: the "bought in past month" figure at its lower bound, times the product-page price, times twelve. Read on 16 October 2026, eight days after Amazon's festive sale began. The shelf sells at least ₹212.2 crore a year, about 286,150 packs a month.
Two companies take most of the money
Indian D2C takes up to 7.3% with the smaller brands whose owner is not yet confirmed. Amazon own label: Amazon Basics.
| Company | Share | Brands on this shelf |
|---|---|---|
| Mars | 49.3% | Chappi, Greenies, Pedigree, Royal Canin, Sheba, Temptations, Whiskas |
| Drools | 27.0% | Drools, Kitty Yums, Meat Up, Purepet, Signature, Vet Pro |
| Farmina | 5.7% | Farmina |
| Nestlé | 4.8% | Purina |
| Perfect Companion (Thailand) | 1.9% | Me-O, SmartHeart |
| Bark Out Loud | 1.2% | Bark Out Loud |
Mars takes 49.3% through 7 names: Royal Canin, Pedigree, Whiskas, Sheba, Temptations, Chappi, Greenies. Drools, which is Indian-owned, takes 27.0% through 6: Drools, Purepet, Meat Up, Signature, Vet Pro, Kitty Yums. Read one name at a time, Drools looks like several mid-sized brands. Counted as one company, it is the second largest seller on the shelf, at about half of Mars.
The top three brands take 42.1%. Royal Canin is first, ahead of Pedigree, at a median listing of ₹1,830 against ₹623.
On the shelf, not in the money
| Owner group | Amazon, sales | Zepto, products |
|---|---|---|
| Indian D2C | 3.9% | 22.4% |
| Indian corporate | 29.3% | 25.3% |
| Multinational | 62.5% | 35.7% |
On Zepto (read 2026-09-08, six dark stores, 652 products) Indian D2C brands are 22.4% of the products. On Amazon they are 3.9% of the sales. These are two different measures, so we never add them. Side by side they say one thing: D2C pet brands get stocked. They do not yet get bought at scale.
| D2C brand | Share | Median price |
|---|---|---|
| Bark Out Loud | 1.2% | ₹354 |
| Kennel Kitchen | 0.9% | ₹395 |
| Heads Up For Tails | 0.7% | ₹255 |
| Smylo | 0.6% | ₹945 |
| Henlo | 0.4% | ₹315 |
Treats are where they hold most: 14.4% of treat sales, against 2.3% of dry food sales.
D2C is the middle of the price ladder
| Owner group | Dry food, per kg | Packs priced |
|---|---|---|
| Multinational | ₹840 | 103 |
| Indian D2C | ₹680 | 13 |
| Indian corporate | ₹241 | 74 |
On dry food, a D2C pack costs 2.8 times the Indian corporate median and less than the multinational median. Royal Canin and Farmina hold the top of the ladder. Drools, Purepet and Meat Up hold the bottom. A D2C brand on Amazon sells against both at once.
What sells
| Type, from Amazon’s own category | Share of sales |
|---|---|
| Dry food | 62.7% |
| Wet food | 25.5% |
| Treats | 11.7% |
Amazon's own category decides the type and the animal, not the title. Dogs take 56.0% of the money and cats 44.0%. Wet food is 85% multinational.
What share of each company's sales this is
| Company | Revenue | On this shelf | Share of revenue |
|---|---|---|---|
| Drools (FY25) | ₹932 cr | ₹57.2 cr | 6.1% |
| Heads Up For Tails (run rate, 2026) | ₹400 cr | ₹1.6 cr | 0.4% |
This shelf is about 6% of Drools' FY25 revenue. For Heads Up For Tails it is about 0.4% of the run rate it reports, which includes its own stores and its accessories. Mars reports its Indian pet business inside a company that also sells chocolate, so it has no figure to set beside this one.
What we predicted
We wrote down 8 predictions before we read the shelf. 4 of 8 held.
| We said | We found | |
|---|---|---|
| The shelf sells ₹150 to ₹400 crore a year | ₹212.2 crore | Right |
| The largest brand is Pedigree (Mars) | Royal Canin, 17.9% | Wrong |
| Multinationals take 45 to 65% | 62.5% | Right |
| Indian D2C brands take 8 to 20% | 3.9% (up to 7.3%) | Wrong |
| Dog products carry over 70% of the money | 56.0% | Wrong |
| Treats carry under 25% of the money | 11.7% | Right |
| The top three brands take over 50% | 42.1% | Wrong |
| D2C costs over twice the Indian corporate price per kg | ₹1,750 against ₹340 (5.1x); dry food ₹680 against ₹241 (2.8x) | Right |
Method
Amazon India, six searches, three pages each: dog food, puppy food, cat food, kitten food, dog treats and cat treats. We counted Amazon's own search results and opened the product page of every listing that shows a sales figure: 506 of 793. The shelf is everything Amazon files under Pet Supplies, then Dogs or Cats, then Food or Treats. Dental chews and supplements sit under Health Supplies and are not on it. A company that sells under several names is shown as one company and as its brands, and every brand's owner is researched by hand.
The full report, with every table and chart: pet food on Amazon India (PDF). The quick-commerce read: pet food on Zepto. If you are building in pet care, book a discovery call.
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