Drools Unicorn

Founded to bridge the gap left by expensive imported pet food brands, offering vet-formulated, science-based nutrition at accessible price points for Indian pet owners.

Products are formulated by veterinarians and nutrition experts using animal proteins as the primary ingredient, positioned against cheaper filler-based competitors.

Launched PurePet Cat at roughly 40% below premium imported variants, making it the largest cat food brand in India by volume (~2,200 tonnes/month).

Core historical customer base; Drools sells dry food, wet food, treats and prescription diets for dogs across value to premium price points.

Cat food (led by PurePet Cat) now contributes 35-40% of total revenue, growing faster than the legacy dog food business.

Drools' distribution reaches over 1,200 cities in India, with the top 100 cities contributing roughly 40% of revenue.

Drools exports to about 22 countries across the Middle East, Africa and Asia-Pacific, including Saudi Arabia, UAE, Australia, Qatar and Oman.

Includes roughly 7,900 exclusive pet food/pet stores plus general retail, reaching 35+ Indian states and union territories via ~1,900 distributors.

Online channels (marketplaces and quick commerce, sized for smaller basket purchases) are a growing channel, with Drools describing itself as the top seller in the pet food category on Amazon.

CEO Dr. Shashank Sinha personally meets roughly 20 offline channel partners (vets, pet stores, small chains) every month as part of the offline go-to-market motion.

Drools is described as India's largest pet food exporter, shipping to the Middle East, Africa and Asia-Pacific with planned expansion into South Korea, Philippines, Uganda and Kenya.

In-house production of dry food, wet food, treats, supplements and cat litter across six facilities.

Products are developed by veterinarians and nutrition experts to create scientifically balanced meal formulas.

Runs a distributor network (~1,900 distributors) and warehousing operation to service 40,000+ retail outlets across 35+ states plus 22 export markets.

Drools operates six production facilities in India, including what it describes as the country's largest pet food manufacturing facility.

A 1.6 million square foot warehousing footprint supports distribution to 40,000+ retail outlets.

Owns the flagship Drools brand along with the Canine Creek product line.

Nestlé took a minority stake in May 2025, giving it access to India's growing pet food market while Drools retains strategic and operational independence.

L Catterton invested $60 million in June 2023, its first pet food investment in India, backing Drools' scale-up.

Pan-India distributor network of roughly 1,900 partners underpins retail reach across 35+ states and union territories.

Drools was incubated under founder Fahim Sultan Ali's IB Group, which supplied poultry/livestock feed ingredients and manufacturing know-how in the early years.

Historic core revenue line across dry food, wet food, treats and prescription (Vet Pro) diets under the Drools, Meat Up and Canine Creek brands.

PurePet Cat and Kitty Yum now contribute 35-40% of total revenue, the fastest-growing product line.

Revenue from exports to roughly 22 countries across the Middle East, Africa and Asia-Pacific; Drools is described as India's largest pet food exporter.

COGS was ₹311 crore in FY25, up 17% year-on-year, the single largest expense line.

Employee costs surged 70% to ₹211.6 crore in FY25 from ₹125 crore in FY24, the fastest-growing cost line as headcount scaled.

Packaging material costs were ₹88.7 crore in FY25.

Freight expenses reached ₹64 crore in FY25, reflecting the cost of servicing 40,000+ outlets nationwide.

Advertising spend rose 17.6% to ₹83.5 crore in FY25.