Mankind Pharma has taken a strategic leap in the direct-to-consumer India pet care landscape with the launch of PetStar Delight. This is their official move into the fast-growing cat food market, which is worth about Rs 1,500 crore. With more and more chances popping up for direct-to-consumer companies in India, Mankind’s choice shows a big push toward high-end, scientifically made products in the direct-to-consumer pet care world. This is one of the quickest areas of growth for direct-to-consumer businesses in India.
This new product comes after their dog food did well under the PetStar name back in 2022. They’re getting into the cat food game at the right time, as India’s pet food market is blowing up because more people in cities have pets, treat them like family, and want to spend money on good food. Cat food sales are going up by 18–20% each year, making it a good place for new direct-to-consumer companies to jump in.
Rajeev Juneja, Vice Chairman & Managing Director at Mankind Pharma, said that this shows they’re serious about being in the direct-to-consumer business for the long haul. He mentioned that pet owners care about food that is based on science, and PetStar Delight is their way of providing great food for pets in India. He also noted that shoppers want products made for specific breeds, ages, and health needs, instead of just general food.
PetStar Delight is being sold as a top-shelf option with special ingredients for a cat’s health, which is unusual for big FMCG companies. Dr. Piyush Prashant, who leads the Pet Food Division at Mankind Pharma, said that their recipe targets things like digestion, healthy urinary function, hairball control, and brain power. These kinds of features attract pet owners who are smart about what they buy.
Made in Thailand, PetStar Delight comes in three flavors and uses Mankind’s strong sales and distribution to get the product out there. It is available in stores, online, and directly to consumers. This fits with what other pet brands are doing, which is using both direct-to-consumer sales and online stores to reach more people and build trust.
Mankind Pharma is not just growing their pet business; they are aiming to be one of the quickest-growing direct-to-consumer brands in the country. This move shows they are willing to try new things to grow, just like other direct-to-consumer brands that are getting money from venture capitalists.
PetStar Delight arriving on the scene says that Mankind thinks the direct-to-consumer pet care market has a bright future. This market brings together good food, love for pets, and lifestyle choices. As more people own pets in cities and want better, healthier ingredients, Mankind is in a good spot to take the lead in this growing market.
With PetStar Delight, Mankind Pharma is doing more than just selling another product – they are shaping how pet care will look in the direct-to-consumer space in India.
