India: Godrej expands into pet food with Ninja brand launch

Godrej, one of India’s leading home and personal care companies, has announced its first foray into pet food with the launch of the Godrej Ninja brand.

Backed by a 500 crore INR ($60 million) investment over five years, Godrej Ninja is a dry dog food developed at the Nadir Godrej Centre, featuring probiotics, prebiotics and polyphenols for gut and immune health.

Commenting on the launch, Godrej Pet Care chief executive officer Robert Menzies said: “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”, he added. “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”.

Source: Indian Retailer