New Delhi: Reliance Consumer Products Ltd (RCPL) is all set to foray into India’s vast pet food market with an aggressive pricing strategy, The Economic Times reported.
The report mentioned that RCPL is likely to launch its food products for pets with an aggressive pricing strategy which could impose a major challenge for the brands selling similar products in the country.
Waggies: How Reliance plans to disrupt India’s pet food market
Reliance Consumer Products Ltd has reportedly informed its trade partners that its new pet food brand, Waggies, will be made available 20-50 per cent lower than products offered by competitors such as Godrej Consumer Products, Emami, Nestlé, and Mars. The news outlet a company official saying that the company will use the same low priced mechanism as it used during its Campa Cola launch.
The company will sell its Waggies products in semi-urban and tier-2 areas. This indicates Reliance is trying to cash in on the rising pet ownership and a shift towards premium food products.
Reliance has a history of launching its products with lower prices as compared to the competitors’ products available in the market. From Jio’s ‘disruptive’ telecom launch, Campa Cola’s re-entry with lower price, and JioCinema’s low-cost streaming plans are examples of Reliance’s aggressive pricing to attract customers.
Campa Cola products are available 20-40 per cent cheaper than competitors across beverages.
T Krishnakumar, associated as a director at Reliance’s Consumer Products, told ET in June that the company aims to make its entire consumer portfolio available across the country by March 2027.
Divulging Reliance Consumer Products’ plans, Krishnakumar had informed that RCPL’s focus is on “600 million consumers at the mass end”.
ET quoted Redseer Strategy Consultants report to state that India’s pet care market is projected to grow at rapid pace and estimated to double to $7 billion by 2028.