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Satinder Singh, Managing Director of Royal Canin (India), has highlighted a distinctive trend among Indian pet owners: a strong preference for purchasing pet food in smaller packages. To meet this demand and lay the groundwork for potential future manufacturing operations in India, the French pet food manufacturer has invested Rs 100 crore in a state-of-the-art packaging facility in Bhiwandi, Maharashtra. This move is expected to delight local pet owners, though Singh also emphasized the necessity for stringent standards within the domestic pet food industry to safeguard pet health and position India as a pet food export hub.
Singh noted that approximately 85 percent of pet food packs sold in India weigh less than 1.2 kg, reflecting consumers' preference for smaller packages. He pointed out that imported pet food packs from Western markets often do not align with these local preferences.
The new packaging facility, operational since April, allows Royal Canin (RC) to repack products into smaller units ranging from 200 grams to 4 kilograms.
This flexibility caters to the premium segment of the market, where consumers often start with smaller packs before committing to larger purchases. Additionally, this approach enhances inventory management and responsiveness to fluctuating demand.
RC, a subsidiary of the Mars group, commenced its operations in India in 2007. Singh described the new packaging center as a preliminary step towards establishing a manufacturing facility in the country, contingent on scaling operations and securing quality raw materials.
Furthermore, Singh stressed the importance of mandatory manufacturing standards for the local pet food industry to protect pets' health and promote industry growth. He pointed out that while imported pet food products are regulated globally, the absence of strict local standards for domestic producers poses risks. The industry is actively engaging with the government to address this issue, Singh added.
Overall, Royal Canin's new facility marks a significant investment in adapting to the Indian market and underscores the company's commitment to both local consumers and broader industry standards.
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