**Wipro Ventures into India’s Pet Food Market with “HappyFur”**
**Meta Description:** Wipro Consumer Care is launching “HappyFur,” a new pet food brand, as it enters India’s rapidly growing pet food market.
**URL Slug:** wipro-happyfur-pet-food-launch
**Wipro Ventures into India’s Pet Food Market with “HappyFur”**
Wipro Consumer Care & Lighting, the consumer division of Wipro Enterprises, is preparing to make its debut in India’s burgeoning pet food sector with a new brand called “HappyFur.” Sources familiar with the initiative revealed that the Bengaluru-based company plans to introduce its pet food products within the next 6 to 12 months. The Ministry of Commerce & Industry records indicate that Wipro secured the trademark for “HappyFur” on July 7 of this year.
This strategic move highlights the increasing interest of major Indian conglomerates in the pet food industry, which is currently valued at $2.4 billion and growing at over 15% annually, driven by rising urban pet ownership, according to a report by IMARC Group. The entry of significant players like Reliance Consumer Products, which recently launched its budget-friendly Waggies brand, illustrates the shift of the pet food segment from a niche market to a competitive consumer landscape. While global brands such as Mars (Pedigree, Whiskas) and Royal Canin dominate the market, domestic brands like Drools, Wag & Love, Heads Up For Tails, and Himalaya are steadily increasing their market share.
Wipro’s foray into the pet food market follows its initial investment in the sector earlier this year. In June, Wipro Consumer Care Ventures, the company’s venture capital arm, invested $1 million in Goofy Tails, a digital-first pet nutrition brand based in Delhi. This investment marked the conclusion of its Fund I and preceded the launch of a new ₹250-crore second fund. The partnership with Goofy Tails is intended to serve as a market test, allowing Wipro to evaluate early consumer behavior, identify product gaps, and assess the growth potential of the category before fully launching its own brand. Sumit Keshan, managing partner of Wipro Consumer Care Ventures, expressed enthusiasm about collaborating with Goofy Tails, emphasizing the increasing demand for high-quality, nutritious, and innovative pet food products as pets become integral members of families.
In a related development, Reliance recently introduced its pet food brand Waggies, starting with dog food offerings. The company claims that Waggies will provide “global quality at affordable prices,” with prices starting at ₹199 per kg—approximately 20-50% lower than those of international competitors. However, sources indicated that the launch of Waggies was delayed by about two months, although the reasons remain unclear. Reliance is partnering with third-party manufacturers, beginning with a collaborator from Chennai.
As Wipro and other major players enter the pet food market, the competition is expected to intensify, offering consumers a wider range of options and potentially driving innovation in product offerings.
**FAQ**
**What is Wipro’s new pet food brand called?**
Wipro’s new pet food brand is named “HappyFur,” and it aims to enter the growing pet food market in India within the next year.