Reliance Consumer Products Ltd Expands Into Pet Care With New Brand “Waggies”

A New Player Steps Into India’s Fast-Growing Pet Economy

India’s love for pets isn’t just emotional anymore — it’s becoming a serious business.
And Reliance wants in.

Reliance Consumer Products Ltd has officially expanded into the pet care market with its new brand “Waggies”, targeting a segment that’s exploding faster than most FMCG categories.

More pets. More spending. More lifestyle adoption.
And now — more competition.

The pet care market in India has grown over 15–18% YoY, fuelled by millennials, nuclear families, and rising disposable income. Reliance sees the momentum. And they’re entering at the perfect time.

Why Waggies Makes Sense for Reliance

Let’s be honest — the pet care market has been waiting for a large organised player.
Today, it’s dominated by:

• Pedigree
  
  
• Drools
  
  
• Royal Canin
  
  
• Heads Up For Tails
  
  

But no truly homegrown powerhouse with deep distribution.

That’s exactly where Reliance wins.

With JioMart, Smart Bazaar, and Reliance Retail’s gigantic footprint, Waggies can reach homes that smaller brands simply can’t.

This makes the pet care market more competitive than ever.

What Waggies Will Likely Focus On

While the company has not revealed all SKUs yet, early indicators suggest:

• Dog dry food
  
  
• Cat dry food
  
  
• Treats & biscuits
  
  
• Nutritional supplements
  
  
• Grooming products
  
  

These categories make up the majority of the pet care market, and Reliance is expected to price aggressively — the same strategy they used in beverages, staples, and consumer products.

Affordable + mass reach = massive adoption.

How Waggies Could Change the Market

This move impacts the pet care market in three major ways:

1. Price Stabilisation

Reliance’s competitive pricing may push other brands to rethink their margins.

2. Tier 2 & 3 Expansion

Most pet brands focus on metros.
Reliance will take the pet care market deeper into smaller towns.

3. Organized Retail Push

Standardized quality, packaging, and wider availability will make buying pet food easier for millions.

Waggies isn’t just another brand — it could become the “Good Day” moment for India’s pet category.

The Emotional Angle Behind the Business Move

The modern Indian pet parent is different.
They treat pets like family — not as security or utility animals.

They read labels.
They know the ingredients.
They want quality.

That’s why the pet care market is shifting from basic nutrition to:

• High-protein food
  
  
• Breed-specific diets
  
  
• Gluten-free meals
  
  
• Veterinarian-backed nutrition
  
  
• Pet grooming & spa essentials
  
  

Reliance knows this emotional connection.
And they are building Waggies to tap into this new-age, emotionally-driven consumption pattern.

What Brands Should Learn From This Move

The message is clear:

The pet care market is not niche anymore.

It’s mainstream.
It’s growing.
It’s profitable.
And it’s driven by love, loyalty, and lifestyle.

For marketers and brands, this means:

• More storytelling
  
  
• More personalization
  
  
• More community-driven marketing
  
  
• More regional-language content
  
  
• More D2C experiences
  
  

Waggies will bring higher awareness — and with awareness comes market maturity.

Grow Your Brand With Digilogy

Whether you’re in FMCG, retail, pet care, or D2C — digital presence matters more than ever.  If you want to tap into India’s evolving consumer behaviour, Digilogy can help you build:

• Performance-led campaigns
  
  
• Strong digital storytelling
  
  
• Regional marketing strategies
  
  
• AI-driven growth systems

Get started with Digilogy today and scale your brand with a smarter digital strategy.