In a market long dominated by food, fashion, and fintech unicorns, a new breed has emerged – quite literally. Drools, one of India’s leading pet food brands, has officially entered unicorn territory, propelled by a strategic minority stake acquired by global food giant Nestlé. The deal doesn’t just elevate Drools – it underscores a broader shift in Indian consumer behavior and a reimagining of pet care as a high-growth, high-affection category.
Just five years ago, the Indian pet care sector was valued at $1.6 billion. In FY24, that number stands at $3.6 billion. And by FY28, the market is projected to hit $7–7.5 billion, according to Redseer. This isn’t merely upward mobility – it’s an exponential revaluation of what it means to have a pet in India.
Gone are the days when pet ownership was confined to metro elites. The lockdown years triggered a massive wave of pet adoptions across the country. From metros to smaller towns like Udupi and Indore, a new generation of pet parents emerged – and they came with a willingness to spend. Today, pets are not just companions; they are family. And like any loved one, they now get the best – from spa treatments and personalised diets to GPS collars, insurance, and even luxury fashion.
Consider Dolce & Gabbana’s perfume for dogs, priced on par with premium human scents. Or the Sleepypod Mobile Pet Bed – a hybrid carrier and crash-tested car seat retailing for nearly ₹17,000. These aren’t outliers. Dior, Gucci, and Tiffany are all now in the pet accessories business. Luxury is no longer reserved for humans.
This rising consumer sentiment has triggered an equally robust investor response. The Nestlé–Drools deal is a landmark moment, but it’s only the tip of the iceberg. Venture capital and private equity firms are circling the ecosystem, with a particular focus on PetTech – an emerging segment combining digital innovation with pet wellness.
Startups like Vetic and Supertails are leading the charge, with $26 million and $25 million raised respectively to scale veterinary infrastructure and product ecosystems. Heads Up For Tails, another premium brand, is also reportedly seeking new funding to grow its lifestyle offerings and retail footprint.
Post-pandemic, the investor lens on pet care is similar to that on health and wellness: high-retention, emotionally sticky, and ripe for premiumisation. Globally, players like Chewy and BarkBox have already validated this thesis. In India, the opportunity is even more compelling due to low baseline penetration and rapidly evolving consumption patterns.
Beyond food and fashion, tech is transforming the pet experience. From app-based grooming and teleconsultations to AI-enabled feeders and wellness supplements, India’s pet economy is getting smarter – and more personalised. Platforms like Just Dogs and Zigly are capitalising on these shifts, especially in Tier II and III cities where demand is booming.
Even travel has gone pet-first. Airlines and booking platforms have seen a sharp uptick in pet-inclusive travel. Akasa Air reports a 26% rise in pet bookings, Air India flew over 7,000 pets last year, and MakeMyTrip recorded a 43% spike in pet-friendly stays. Airbnb reported a 35% increase in pet-night bookings.
Pop culture continues to glamorise this shift. From Priyanka Chopra’s dog Diana to Karl Lagerfeld’s millionaire cat Choupette, celebrity pets have made lavish care aspirational. This cultural influence has turned what was once niche into a lifestyle statement.
The rise of Drools is not just a corporate milestone—it is symbolic of an industry coming into its own. It reflects shifting household priorities, aspirational spending patterns, and the power of emotional capital. The Indian pet care market, once quiet and fragmented, is now cohesive, lucrative, and remarkably future-facing.
And with a unicorn status now unlocked, the real story isn’t about how far Drools has come, but how many more such stories are waiting in the wings. If India’s next big fashion week includes pets on the ramp, don’t be surprised. The pet economy has arrived, and it’s ready to play ball.