I greeted my keypad with great enthusiasm when I started writing this note for this special edition. My team and I are excited to attend the 20th edition of Zoomark International, the international trade show for pet products and equipment. We have been attending this trade show for a long time now and we are all geared up to meet the world’s leading companies and the pet business community in Bologna to forge alliances and keep up to date with topical issues and strategies. I have been using all the resources and guides possible to access the ins and outs of pet care. With an amalgamation of an overwhelming yet impending sense of information in this sector, I catalogue all the inputs available, encompassing a guide for Pet Parents. It is an absolute blessing to have pets at home as their presence is very comforting. But taking care of a pet is as laborious as taking care of a child. I understand this blessing comes with responsibilities and questions, and at times, we do not have answers for everything. The fear and uncertainty of navigating a world, one is not inherently privy to is daunting. Luckily, the greatest support provided to Pet Parents is compassion displayed by industries and professionals in this sector willing to go to extra lengths to show up with that love for pets to actively carve out solutions. According to a report by Research and Markets, the pet care market in India is expected to grow at a CAGR of 13.9% during the forecast period of 2021- 2026. This growth can be attributed to various factors such as an increase in pet ownership, rising disposable income, changing lifestyles, and growing awareness of pet health and wellness. Indian Pet Food Industry has surpassed the kibbles trend as pet food and is undergoing tremendous changes. Be it a collective conscious owing to brands in India launching organic, cost-effective, and even herbal pet food, to the companies simultaneously growing in their business ventures as well. Overall, this Edition delves into the industry advancements, pet food sector in India, pet health, and all the pet entrepreneurs’ take on how to make the industry better for pets and pet parents. I am elated to announce Creature Companion’s 13th India International Pet Trade Fair and 4th Aquagic 2023 from 5th to 6th August, 2023 in Hall No.7 Pragati Maidan, New Delhi. Join in for a set of fun events at Asia’s only Pet Trade Fair! Happy Reading! Dear Readers, also fi nd us on www.facebook.com/CreatureCompanionMagazine www.facebook.com/IIPTF IIPTF & Creature Companion Edited, Printed, Published & Owned by Linda Brady Hawke Published from L.B. Associates (Pvt) Ltd B-4/148C, Safdarjung Enclave New Delhi - 110029 Website: www.lbassociates.com Email: [email protected] Websites: www.creature-companions.in www.lbassociates.com Printed at JJ Imprints Pvt. Ltd. A-24, Sector-68, Noida 201301 GB Nagar UP, India Managing Editor Kanchi Batra [email protected] Assistant Editor Priyasha Mohanty [email protected] Sr. Designer Atul Kumar Design & Layout Arjun Sarkar Director Marketing & Content Binoy Sahee [email protected] Assistant Manager Business Development Abhishek Tiwari [email protected] Subscription [email protected] Legal Consultant Roopa Somasundaran DISCLAIMER: The views and opinions expressed in Creature Companion are solely those of the authors and do not necessarily refl ect those of the editors or publisher. Although all efforts have be en made to ensure the complete accuracy of text, neither the editors nor publisher can accept responsibility for consequences arising from errors or omissions or any opinions or advice given.
6 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION MAY 2023 ISSN 0976 - 4801 12- Merger & Acquisition 16- Pet Nutrition Market How India is Carrying Forward the Pet Care Nutrition Contents 32- Exhibitors Profi le TailBlaze AR Industries Star Exports Taiyo Group Shivam Polymers 34- Indian Exhibitors Listing 26- Industry Speak Interview with Dr. Shashank Sinha, CEO of Drools 28- Industry Speak Interview with Mr. Manaal, Founder and CEO of TailBlaze 31- Industry Speak Interview with Mr. Ashish Anthony, CEO and Director at JUSTDOGS
10 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION From the word go, Signature has been defining affordable, holistic nutrition. A brand which got launched after years of deep research, quality analysis and guaranteed satisfaction from its preferred customers, aka our pooches, Signature is designed to change the fabric of pet food industry. Heightened palatability, accentuated digestibility, stylized packaging and thoughtful pricing surely makes a winner set for Signature and with a robust sales team working autonomously, understanding and delivering to the needs of the crème de la crème segment of Indian pet society. – Ms. Mitu Paul (Brand Head of Signature Pet Foods India) Signature embraces a personal space devoted to holistic nutrition and immunity reinforcement. At Signature, we pamper your pets with products that are made with quality proteins originally meant for human consumption, fresh organic fruits and vegetables, long grain rice and prebiotic herbs. All Signature products are carefully curated under the able guidance of our consulting vets based in the USA. All our recipes are gluten free, meaning it does not include wheat & GMO free, thereby poses no threat to your pooch’s sensitive digestive system. We mainly avoid corn and soy. The products are nutritionally balanced and with keen interest in your pet’s wellbeing, our products undergo rigorous quality checks to ensure a healthy meal reaches your pet’s bowl. While we aim at providing just the right balance of nutrients, the entire process from assessing the raw material to production happens in-house, leading to an hygienic and consistent product that is highly recommended by Vets. Our automated systems with minimalistic human touch maintain optimum hygiene while processing the food. Signature products are humanely developed and we promise to always remain that way. We boast of having our own state-of-the-art R&D lab which enable us to explore new recipes and innovate for the future. If you are a pet parent who not only cares about their pet’s current health but also about their longevity of life, then Signature is all that you need! Signature Pet Foods has been recently set up in the valentine month of February 2022 by Mr Fahim Sultan, as a tribute to love for his companion friends, and the production of this premium line of pet food for dogs and cats commenced in April 2022. Signature is self-suffi cient in all that it manufactures with most of its raw materials in-house, eliminating its reliance on imported ingredient resources. This ensures the quality utilized and made, because our highly experienced and skilled veterinarians monitor every aspect of the production process at the most elementary levels. This also decreases supply chain disruption and takes us closer to being ‘Atmanirbhar’ (self-suffi cient), a movement made popular by our Prime Minister, Shri. Narendra Modi. We process food using automated methods with little to almost “no” human intervention to ensure maximum sanitation. The manufacturing facilities are ISO 9001:2000 certifi ed and meet worldwide standards. To assure premium food quality and palatability, the company employs German gear and a vacuum coating method. Signature understands your strong attachment to pets and the necessity of feeding them a balanced and nutritious diet. As a result, our team of nutritionists and veterinarians have ensured and designed a highquality meal tailored to the evolving demands of house dogs and cats. Not only that, but signifi cant study has assured that Signature’s products have a consistent fl avour, greater digestion, and absorption. These products are nutritionally balanced pet food and get subjected to stringent quality inspections to ensure that only the best enters your pet’s dish. Signature Pet Foods is part of the pet mega brand Drools Pet Food Pvt Ltd, which further is a ramifi cation of the Indian Broiler Group. By Ms Mitu Paul* Industry Connect Signature - Building trust! Website: signaturepetfoods.com Toll-free: 1800-102-5962 * Brand Head – Signature pet foods
12 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION MERGER & ACQUISITION Acquisition Vivaldis manufactures and markets drugs, food supplements and over-the-counter products in the companion animal segment. Sun Pharmaceutical Industries Ltd. has entered into an agreement to acquire a 60% stake in Vivaldis Health and Foods Pvt. Ltd., a company in the Animal Healthcare space. Sun Pharma is acquiring the stake for a cash consideration of Rs. 143.3 crore from existing shareholders, with the remaining 40% to be acquired in the future on the basis of certain terms and conditions, according to an exchange fi ling on 24th March, 2023. The acquisition is expected to be completed by the end of May. Established in 2014, Vivaldis Health and Foods is engaged in the business of manufacturing and marketing of drugs, food supplements and over-the-counter products in the companion animal segment of the animal healthcare industry. In fi scal 2022, the Pune-based fi rm earned a revenue of Rs. 29.9 crore. It had posted revenue of Rs. 20.5 crores Sun Pharma to Foray into Animal Healthcare with Rs. 143-crore Acquisition and Rs. 13.8 crore in the previous two fi scals. During the last three years, the revenues have grown at a compound annual growth rate of 47%. Recently, Sun Pharma also completed the acquisition of Concert Pharmaceuticals in cash for $576 million, targeting the treatment of alopecia areata – an autoimmune hair loss disease. As per disclosure, Sun Pharma has net cash of $1.6 billion as on Sept. 30, 2022.
14 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION MERGER & ACQUISITION Fuelled by its commitment to creating a robust 360-degree pet-care ecosystem that is backed by veterinary science, petcare brand, Wiggles today announces the acquisition of Capt Zack. In a 100% cash and equity deal, the acquisition is the fi rst in India’s burgeoning pet care start-up economy. The acquisition is also the fi rst of its kind where an Indian pet care start-up acquires another home-grown brand, further fuelling growth for the sector. Founded in 2016, Capt Zack is one of India’s earlier D2C entrants in the pet-care category. The acquisition will not only enable Wiggles to grow its presence but also reaffi rms the brand’s leadership and promise towards pets and animals. Anushka Iyer (Founder and CEOWiggles) said, “We set out with an ambition to create a pet-care ecosystem par excellence, tailored for Indian pets and animals. We have successfully launched category disruptive products, and services that earned trust, and revolutionised pet care in its true sense with our veterinary-fi rst strategy, distinctive to Wiggles. As a brand, the values Wiggles adds Capt Zack to its portfolio, acquires 100% stake that Capt Zack operates with are synonymous with Wiggles. We fi rmly believe this acquisition will provide an impetus to our efforts and accelerate the momentum for new product development and launches while strengthening distribution. We welcome Mohit and the team at Capt Zack to the Wiggles family. We are elated with a development of this scale and look forward to leading India’s pet care story with quality and science.” Capt Zack maintains a diverse portfolio of chemical-free, natural, safe and easy-to-use ISO-certifi ed products for cats and dogs spanning hygiene, food, treats, etc. Capt Zack was the fi rst in India to have pet products clinically tested on sensitive human skin and offer veterinary licensed products. The acquisition will accelerate Wiggles’ growth and bolster the brand’s footprint in newer market categories. Mohit Lalvani (Founder-Capt Zack) added, “It is the shared vision of Capt Zack and Wiggles’, that is the real winner. We are humbled on becoming a part of a brand that has achieved so much in a short span. The value that Wiggles introduced for pet parents is commendable. Given the substantial growth of pet ownership in the country, we are certain that the future is exciting and fi lled with innovation. We look forward to working with Anushka and the team as we march towards building India’s fi rst holistic pet care ecosystem.” Over the last year, Wiggles has experienced over 100% growth across its products and services while serving and caring for 700,000+ pets and animals across India.
16 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION I ndian Pet Care Sector is booming owing to the sheer adoration and fondness catered towards pets. In a place where the community is valued, furry creatures are treated as family members who take up their own unique space and fi ll in the void. With the space being occupied by family members, additional responsibilities and expenses come into play. These can range from necessities to luxuries, all-encompassing into the category of longevity and well-being. Food is one of the most important factors that need an adequate amount of attention. It is nutrition fi rst that calls for the very basis of a good quality of life. Given the rise and popularity of this market, it is important to delve into the manufacturing of some of the popular pet brands in India and the results they yield to ensure a sense of safety when it comes to Pet Nutrition. HOW INDIA IS CARRYING FORWARD THE PET CARE NUTRITION PET NUTRITION MARKET
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 17 EVOLUTION OF THE PET NUTRITION MARKET IN THE GLOBAL MARKET Pet Food wasn’t readily available from the start and it has a history of how it evolved into prioritising nutrition in pets. Pets initially scavenged for food. The idea of a pet-food market started in the 1860s when an electrician discovered that dogs were jumping for biscuits at a construction site in England. 1918 saw a rise in the usage of horse meat due to a surplus of horses, followed by dry dog food during world war 2 using by-products from cereal manufacturers. With the introduction of kibbles in 1956, extrusion came with the drawback of extreme heat and drying which led to the removal of vitamins, nutrients, and minerals that pets need to function optimally. Veterinary diets in 1968, were introduced in the industry to combat kidney and liver failure in dogs. This became a target in the marketing strategies of that period. It was only in 1998, Steve Brawn started the fi rst pet raw food. By 2007, companies started sourcing cheap rice and wheat from China, to cut costs and function without government regulations for quality control. This period marked an outbreak of sickness and death among dogs. In 2011, with The Food Safety Modernisation Act passed and other subsequent changes through trial and error, Pet Nutrition is becoming a space for using more qualitative products, avoiding additives, and the market is learning to root itself in the wellbeing of pets by using qualitative ingredients. INDIA’S ROLE IN MAINTAINING HIGH-QUALITY NUTRITION Indian Pet Nutrition sector is privy to the knowledge of the atrocities and experimentation that were harmful to pets all over. Here is how Indian brands are striving to create better living conditions for pets through nutrition. Wiggles is an Indian pet food brand that offers a range of natural and organic pet food products. The brand has gained popularity in India for its high-quality ingredients and focus on pet nutrition. For pet owners particularly conscious of the intricacies of the ingredients and the overall health of their pets, this brand acts as a savour in this regard. Himalayas is an Indian pet food brand that offers a range of natural and herbal pet food products. The brand is known for its focus on pet health and wellness and has gained popularity in India. The emphasis on holistic well-being is key for longevity and the overall health of pets. www.creature-companions.in THE FUTURE OF PET NUTRITION LOOKS PROMISING NOT ONLY FOR THE PROFITS THAT ARE TO BE INCURRED IN THIS SECTOR, BUT THE QUALITY, EFFORTS, AND SENSE OF RESPONSIBILITY THAT GOES INTO CREATING PRODUCTS.
18 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION Taiyo is a Japanese Pet Brand that holds a presence in several countries including India. The brand offers a wide range of pet food products, including dog and cat food. Taiyo has been gaining popularity in India, especially among pet owners who prefer natural and organic pet food products. Drools is an Indian pet food brand that has gained popularity for its affordable yet high-quality pet food products. The brand offers a range of dog and cat food products and has been growing rapidly in India. Luvin is an Indian pet food brand that offers a range of premium pet food products. The brand is known for its high-quality ingredients and focus on pet nutrition and has gained popularity among pet owners who prefer premium pet food products. Fabled is an Indian pet food brand that offers a range of natural and organic pet food products. The brand is known for its focus on pet health and wellness and has gained popularity in India. Sniffy is an Indian pet food brand that offers a range of affordable pet food products, including dog food and cat food. The brand is known for its highquality ingredients and focus on pet nutrition. Fidele is an Indian pet food brand that offers a range of premium pet food products. The brand is known for its focus on pet nutrition and has gained popularity among pet owners who prefer premium pet food products. All these brands are distinctive with their own signature fl air. The Indian Pet food manufacturing market is diverse covering premium pet food, herbal, and organic pet food with a wide range of ingredients made to suit different palates. In this vast market, there is the versatility of presentation and has different cost paradigms based on affordability so that everyone can have access to their suitable fi nancial and nutritional goals as pet parents. FUTURE OF PET NUTRITION “I’ve been working with a couple of founders in this space for a while now, and think that despite premium brands in the space, there’s a huge opportunity for smaller more accessible players capturing local pet parents in their towns and cities,” said Sarthak Ahuja who is a fi nance professional, and works as virtual CFO and investment banker. The future of pet nutrition looks promising not only for the profits that are to be incurred in this sector, but the quality, efforts, and sense of responsibility that goes into creating products. “We at TailBlaze run PAW Foundation, our profits are shared with PAW Foundation. But we don't market this a lot, because it's not a marketing cause for us. We truly believe in this,” says Mr. Manaal Maniyar, CEO and Founder of Tailblaze who is setting yet another example of how this sector holds endeavours beyond the financial realm, thereby serving pets. PET NUTRITION MARKET
22 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION Industry Connect Shivam Polymers, is the largest manufacturer of Rubber Pet toys from India , in almost 400 shapes and designs . It is based in the city of Greater Noida, home to the only Formula One Track of India and only 40 minutes drive from the center of New Delhi, the capital of India . It has a very modern,clean, green and eco friendly facility spread over 6000 Sq. metres ,with a manufacturing area of over 31,000 sq. feet. There are over 70 Hydraulic presses of different sizes to make these rubber toys and it also has its own tool room for making the tooling for new products as per customer specifications. It gives customers across the world ,an alternative to the Far East for sourcing the Finest Range of over 400 designs in Rubber Pet toys, that are are Safe for Children too as they are free from plastic and any cancer causing chemicals Colour of the pet rubber toys can be customised as per pantone shades and the toys have a very nice vanilla flavoured smell in them. so not only do the toys smell of vanilla but also taste like vanilla when the dog licks them. Packaging is made as per the best world standards and also as per the design, thickness and material that is specifi ed by the customer in the artwork sent to us. Quality control is carried out on 100% of the production that is to be packed and shipped to the customer. Each product is checked for all aspects of quality, before it is tagged with the header card or put into the polybag or affi xed on the card. The latest range of toys that Shivam Polymers has launched is the 100% Organic Natural Rubber Transparent toys. These are made from a special grade of Natural Rubber that allows the light to pass through for transparency and the toys are almost indestructible , as most dogs cannot seem to be able to destroy these . This is also due to the high elasticity of the compound. You can also see the standard range of toys made by us there , such as Rubber solid bones, Solid balls, Studded balls/with without rope and grooming gloves , similar to what is available in the Far East . The benefi t in buying these from us is that the price is almost the same but the toys last 50% longer , as the compound we use is far superior to what is used by the Far East suppliers. Thus the end customer is happy as he/ she gets a toy, which lasts so much longer and that is a pleasant surprise. We also develop special designs in toys as per your specifi cations and designs and colours .You can send us the CAD drawings and we will develop the tooling for your new design toys at very reasonable prices and send the samples for approval. Once approved we will start the supply from the production tooling made for you. Visit us in the Indian Pavilion Hall 29 Stand No 8 , to see this exciting range of Organic Pet rubber toys. SHIVAM POLYMERS INDIA The World's New Sourcing Destination !
24 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION Industry Connect TailBlaze is a widely recognized Premium Pet Brand in India and International Markets. CEO and Founder Manaal Maniyar, started the Company in July 2022, after leaving his successful career in India’s Silicon Valley. His life completely changed when he got his fi rst paw-kid Einstein (Labrador) home. The entry of Einstein started adding a lot of meaning to his life and unearthed a huge problem in the Pet-nutrition industry. This led him to follow ‘his calling’ and startout TailBlaze with his co-founder and paw-kid Einstein Entreprador (Entrepreneur + Labrador). In a short period of time, TailBlaze caused a sensation in the market by quickly gaining popularity for its premium and completely organic range of dog-food and treats. The buzz even found its way to the trend setters; famous Bollywood actors and Cricketers. The Brand won 4 National and International Awards for its commitment to innovation and ingenuity. Founder and CEO Manaal, was featured in The Business Mint 30 under 30 Rising and Inspiring Entrepreneurs of India’23. Manaal felt unsettled to know that “51% of the pet-dogs across the Globe were unhealthy, obese, and prone to deadly diseases like cancer. 90% of this problem was attributed to improper diets and lifestyles. It was established that the commercial foods and treats being sold out there were nothing but 'glorifi ed junk', all thanks to the relaxed industry norms.” TailBlaze at its core stands for Organic, Raw and Non- Artifi cial (No preservatives, toxins, or synthetics) resulting in something that every parent likes to give to their kids. Dogs are devouring Tail Blaze’s food which is perfect for nutritional needs. This brings the greatest satisfaction to TailBlaze.The team at TailBlaze takes immense pride in nurturing this new Era with love and innovation. TailBlaze now exports its products to the USA, Europe, Canada, Thailand, and Middle-East markets. The team which is already 50+ members strong has also recently set-up 3 manufacturing-units across Bengaluru, Surat and Kanpur in India. All the products of the Brand are made in these facilities only after a lot of R&D. TailBlaze has recently launched 3 more brands under the Leadership of their New Co-Founder, Madamé Curie (A beautiful ShihTzu), namely – TailBlaze GroomVroom, TailBlaze Pawssentials, and TailBlaze FreeStyle. The team unearthed that not only diets, but lack of exercise among pets is leading to a lot of premature health issues. The aforementioned brands are trying to solve pet-parents’ challenges associated with taking their pets out for exercise. GroomVroom flaunts more than 100 products in its portfolio of pet-grooming products inspired by Ayurveda + Patented Modern Science Actives. Pawssentials on the other hand, is about Luxury Essentials for pets which include – Deodorizing Essential, Anti Tick Flea Essential, AntiAnxiety Essential, to name a few. FreeStyle is inspired by the Indian craftsmanship to flaunt a range of beautiful accessories such as collars, harnesses, and leashes which give the pet-babies a lot of Freedom to s-Wag! It's time to make a billion tailsblazing across the Globe. It’s time to TailBlaze! TailBlaze: Revolutionising The Pet Industry With Organic and Innovative Pet Products!
26 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION INDUSTRY SPEAK BRIEF US ABOUT DROOL’S JOURNEY SO FAR. WHAT ARE YOUR EXPANSION PLANS FOR THE INTERNATIONAL MARKET? At Drools, we believe in providing pets, food with 100% real ingredients. Our aim is to give them all the nutrition they need for a healthy happy and enriching life. We are proud that an Indian brand is making waves and is now part of the global arena. It has been rewarding to witness the response from product deliveries and performance of our products. This positive response is what has reinforced our drive to expand our footprint in the global markets. We are now available in 23 countries apart from India and are committed to taking this number to 50 by the next financial year. Recently, I visited the markets of Malaysia and Thailand, and Thailand in particular showed very high potential being the fourth largest exporter of pet food in the world. At Drools, we aspire to raise the Indian flag as high as possible in the pet food category and make a mark in the global arena. AS PER THE NUMBERS, WHICH ARE THE TOP FIVE COUNTRIES FOR YOUR BUSINESS? The top market for us right now is UAE. Southeast Asia comes in a close second and is a large market as well. Last year, we started exporting to Australia and we have recently entered the markets of Israel and Palestine. Of course, there are challenges, but I would say that it has been a steep learning curve. OUR FIRST INTERNATIONAL OFFICE IS COMING UP IN DUBAI Dr. Shashank Sinha, CEO of Drools, spoke to Creature Companion Magazine and shared his insights on how Drools is thriving in the international market, the challenges and lessons that come from it, and the future plans of the company.
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 27 Whatever learnings we gain from these markets, we try to implement in our Indian markets. The aim is to make ourselves future-ready with these takeaways. I can proudly say that we are the number one player, market share wise in Nepal and Sri Lanka. In Nepal, we have more than 60% of the market share currently. Bangladesh will always be a greater chunk of the market share. I am happy to announce that our fi rst international offi ce is coming up in Dubai. We are not only a supplier of pet food there, but the business there is consistently evolving and expanding, and we are investing in the entire pet eco system of the UAE. We are also working on having a presence in Thailand as well. THAILAND, AS WE ARE AWARE, IS NOW THE NO 1 EXPORTER OF PET FOODS IN ASEAN AND THE FOURTH-LARGEST IN THE WORLD. DO YOU FACE ANY CHALLENGES THERE? WHAT DIFFERENT AND UNIQUE YOU ARE OFFERING CONSIDERING THE COMPETITIVE NATURE OF THE MARKET? We have articulated our vision and we passionately own it.Our focus has always been originality, quality, service, and strength and it is on this foundation that we have built our brand. Thailand is a cluttered market with so many brands, every small and big player has their own brands. Manufacturers are just OEMs there. Even the biggest group like CP Group, apart from owning their own brands are also third-party manufacturers for many brands. We are primarily focusing on two avenues as a market entry strategy. First, to build a brand there. Secondly, Prescription Diets have a very strong potential in the South Asian markets which is where our Vet Pro range comes into play. Our veterinary nutritionists at Drools have spent years perfecting the recipes of our products to give pets wholesome nutrition with mouth-watering taste. These factors give us an upper hand over others and will help us make way into countries like Malaysia and Thailand. CERTAINLY, YOUR PRESCRIPTION DIET IN THE VET PRO IS ONE ASPECT THAT YOU HAVE IDENTIFIED TO BREAK INTO THE MARKET. DO YOU HAVE ANY OTHER VARIANT WHICH YOU ARE THINKING OF LAUNCHING IN THOSE MARKETS? Most prescription diets are manufactured in the US, which are then imported to Thailand and Malaysia. Our Vet Pro Range offers an edge, in the sense it is logistically and geographically easier to export, owing to the physical proximity. Pet parents and channel partners can expect a fresher product due to the lower shipping time.There is also a disparity in the duties while exporting. Thailand to India has no duty, whereas India to Thailand is an export duty of 10%. This adds to the competition of products available in the Thailand market. Our premium line of products, Signature is our star line, with its grain free formulas. We are slated to have a mega launch of our Signature range of products in July, with a Malaysian importer that we have recently tied up with. WHAT ARE THE HURDLES THAT YOU FACED WHILE TRYING TO EXPORT TO THESE MARKETS? WHICH WAS YOUR FIRST MARKET BREAK-IN, LEAVING ASIDE THE INDIAN SUBCONTINENT IN THE COUNTRIES LIKE MALAYSIA, THAILAND, AND SO ON? The most diffi cult to crack by far was UAE. I remember pet shop owners there, would tell me it would be a miracle for an Indian brand to crack the UAE market. Today, Drools biscuits are the No.1 seller on Amazon Dubai and Amazon UAE. And I’m very proud to say that we will soon be on par with Smart Hat and Mio in UAE. We are also participating in Abu Dhabi Pet Festival, which is happening after three years, and are the main sponsors for the event. ROUGHLY, WHAT PERCENTAGE OF THE BUSINESS COMES FROM THE EXPORT MARKET? Right now, we are around 6% of the total business, but we have been steadily growing 100 percent over the last three years. Hopefully, for this year also we will be closing a hundred. We are building our team and have recruited from the top B Schools to grow our exports division. We are making ourselves export ready with a vision of becoming a strong global player and gradually increasing our global footprint. www.creature-companions.in
28 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION TELL US ABOUT YOUR BACKGROUND. HOW DID YOU COME UP WITH THE IDEA OF STARTING THIS COMPANY? Thank you for having me here. I come from a humble family in Ahmedabad. My father is a school teacher. I started my entrepreneurial journey at the age of 11 by selling mobile phones to nearby retailers by ordering them on eBay, which ignited my passion to become an impactful entrepreneur in the future. I obtained my management degree from MICA, Ahmedabad, and I was a gold medallist there. I joined a 200-year-old FMCG giant from the UK as a management trainee and was the number one-performing area sales manager for two consecutive years there. Later, I joined a startup called ‘UDAAN’ as a founding team member. I built the pharma business unit there from scratch, and then I got a national opportunity with 'DealShare’. At Dealshare, I played a signifi cant role in the company's valuation from USD 50 million to USD 2 billion in just 20 months. Parallel to that, I became a mother to Einstein INDUSTRY SPEAK (a Labrador), who is the inspiration, co-founder and Chief Testing Offi cer at TailBlaze, a pet brand based out of India. In 2020, Einstein became very obese after breaking his leg in an accident, and my research led me to discover a gap in the unregulated and organized pet industry. So, I left my job as an Associate Director of Product & Marketing to launch TailBlaze, which started by offering organic and natural pet food. PLEASE DESCRIBE YOUR PRODUCTS, THE BUSINESS ACTIVITIES AROUND YOU, AND THE SKUS YOU HAVE AS A TAIL BLAZE COMPANY. TailBlaze offers over 200 items, including premium organic chicken and duck dog food, free from artifi cial preservatives. The company also introduced three allnatural treats: fi sh and strawberry, Grandma’s signature chicken with cocool chicken, coconut and hemp treats. TailBlaze produces and packages all the products in India and sells them offl ine and online through their Creature Companion Magazine had interacted with Mr. Manaal, Founder and CEO of TailBlaze. He talks about his inspiration behind starting TailBlaze, the details that went into it, his connection with Pets and Pet owners, and his career trajectory ever since. TAILBLAZE TO BECOME A COMPREHENSIVE PET CARE BRAND
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 29 www.creature-companions.in own website & marketplaces. They have garnered fi ve national honours, one international award, and many Instagram followers. TailBlaze has now expanded beyond just pet food to include grooming products and essentials. The company aims to cater to high-networth individuals, premium, and niche demographics. Recently, TailBlaze held the largest pre-launch event for two of their upcoming brands – TailBlaze Groom Vroom and TailBlaze Pawssentials in Bengaluru with almost 100 pets and 300 people attending the event. The mission has evolved to provide the best for pets worldwide, with the goal of having "a billion tails blazing throughout the globe." TAIL BLAZE ALWAYS MAKES ITS CUSTOMERS FEEL IMPORTANT AND APPRECIATED. HOW DO YOU FULFIL THEIR EXPECTATIONS AND DEMANDS? People want to try TailBlaze because of the positive word of mouth, fi ve national awards, one international award, and a large Instagram following in just 5 to 6 months. We noticed that pet parents faced challenges in providing proper care for their pets, such as exercise and grooming. This led to the expansion of TailBlaze to include additional brands addressing various pet parent needs, including grooming and accessories. TailBlaze recently launched two new brands, Tail Blaze Groom Vroom and Tail Blaze Pawssentials, which offer a range of patented grooming products. TailBlaze has its own manufacturing facilities and offi ces in Bangalore for food and treats, in Surat for grooming products, and in Kanpur for accessories. The company's mission has evolved to provide the best in everything for pets, creating a connected ecosystem to help them live their best lives. YOU ARE CURRENTLY BOTH ONLINE AND OFFLINE. WHAT ARE THE PLATFORMS YOU USE, AND IN WHICH STATES DO YOU PHYSICALLY HAVE RETAIL LOCATIONS? We sell our products online through our website and also on Amazon, SuperTails, and D2C platforms like DownTown, the "Cred" store and "Jiomart". We also have offl ine outlets in Delhi, Mumbai, and Bengaluru. However, we want to expand and become an all-encompassing brand. Our goal is to become People want to try TailBlaze because of the positive word of mouth, fi ve national awards, one international award, and a large Instagram following in just 5 to 6 months. We noticed that pet parents faced challenges in providing proper care for their pets, such as exercise and grooming.
30 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION a comprehensive brand for food, grooming, and other products. We also participate in B2B platforms like IIPTF and attend various events, including two international expos already confi rmed for 2023. Our aim is to establish an omni-channel pet brand. WHAT HAVE YOU LEARNED SINCE LAUNCHING THE COMPANY? My learning is straightforward, but many pet-related brands overlook it. This industry is dominated by sentimental buyers, changing from pet owners to pet parents. Consumers put a lot of emotion into making every purchase. If you don't satisfy their needs and notice the change in their pets’ lives, your brand will be eliminated from the market in a few years’ time. WHAT DO YOU THINK ABOUT THE PET MARKET IN INDIA AND OTHER COUNTRIES? Pet parenting is on the rise in India, with 40 million pets expected by the end of this year, up from 18 million 3 to 4 years ago. Despite the fact that India represents only a modest percentage of the total global pet market of around USD 300 billion, it has a 20% CAGR growth rate and is a desirable location. At a recent Tail Blaze event in Bengaluru on 26th March, pets were treated like celebrities, demonstrating the transition from pet ownership to pet parent-ship. The Indian market is expected to expand rapidly in the next 10 years, and the company is also expanding globally. The market for cats is expanding in the Middle East, while the US, Canada, Europe, the UN, Southeast Asia, and London are important markets for dogs. CONSIDERING YOUR RAPID GROUP, COMPETITORS AND INVESTORS MUST BE MONITORING YOUR GROWTH CLOSELY. WITH YOUR STRONG EDUCATION AND BACKGROUND, INVESTORS VIEW YOU AS A SOLID FOUNDER. ARE YOU CURRENTLY IN TALKS WITH ANY POTENTIAL INVESTORS? We have already raised 10 million in our angel round in December 2022 from four investors with diverse expertise from the US, the Middle East, and India. We are in talks with other investors who have shown interest. We are looking for investors who bring value beyond just money and share our passion for pets. We have humbly rejected offers from investors who don't have this synergy. The competitors are also watching, and we welcome them to copy our products for the good of the industry. We will soon appear on national television also. ANY LAST PARTING THOUGHTS? I believe that there is a huge untapped space for niche brands in the pet industry, and players should work closely together to bring out the best products for pets. Brands should respect each other and work towards a common goal, not just focus on cost-cutting or undercutting the competition. With collaboration, this industry can achieve growth from 1.25 to 100 billion dollars in the Indian market over the next 10 years. Brands should produce the best products, cooperate, assist each other, and respect each other and their pets. This is for all pet owners, pet brands, pet businesses, and individuals who work for a common goal. THANK YOU, MR. MANAAL. NICE TALKING TO YOU. WE WISH YOU ALL THE BEST FOR YOUR FUTURE. Thank you so much. Cheers and Bow Wow from Einstein and Curie as well. INDUSTRY SPEAK
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 31 HOW MANY PET PARENTS DID JUSTDOGS SERVE IN 2022? HOW MANY SKUS DO YOU HAVE IN STORES? JUSTDOGS has been successfully winning the hearts of over 2 million pet parents across the nation. With 30K+ SKUs, every single need of each unique pet is answered, right on time by us. WHAT IS THE FOCUS OF JUSTDOGS IN 2023? WHAT IS THE DIRECTION OF THE COMPANY? The main focus of JUSTDOGS this year is on its omnichannel presence, catering to the needs of even more pets and parents than before. With our full-fl edged coverage via stores, we aim to ensure that no pet need ever goes unnoticed. JUSTDOGS' newest introduction, our one-of-a-kind app, offers even more convenience, bringing stores to homes. This is supported by an accessible and easy-to-use website. These 3 channels have ignited our growth towards seamless omni channel dominance, and we are steadily walking in the direction of enhancing it even more. HOW HAS THE INDIAN PET RETAIL MARKET BEEN SHAPING SINCE YOU STARTED? Rapid urbanization, a movement towards nuclear family set-ups, double-income households, changes in lifestyle, and pet humanization in recent years has played an instrumental role in the rise of pet parents across the globe. All this has been a defi ning force in leading to a more concrete Indian pet retail market. COULD YOU GIVE US A SENSE OF THE MARKET SIZE OF THE INDIAN PET SPECIALITY RETAIL? The India pet care market size was estimated at Rs 74,000 crore in 2021 and is expected to reach Rs 210,000 crore by 2032, growing at a CAGR of 19.2% during the forecast period of 2022 to 2032. Rest assured, the pet market is growing at a rapid pace. According to reports, India is noted to be an active contributor to this league with a promising pet population of 32 million, which is growing at a rate of more than 12 percent annually. This means that more Indian families are choosing to become pet parents, and this number will just grow. HOW MANY STORES ARE YOU AIMING FOR BY THE END OF THE YEAR? We are aiming for 80 stores across the country including both COCO and FOFO stores. Currently, JUSTDOGS has 50+ stores all across the nation. WE ARE AIMING FOR 80 STORES ACROSS THE COUNTRY In conversation with Mr. Ashish Anthony, CEO and Director at JUSTDOGS, he talks about his company’s essence, how they are defi ning themselves in the Indian pet market, and what he wishes to contribute to enrich the lives of pets and pet parents.
32 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION EXHIBITORS PROFILE TailBlaze Leader in the Pet Accessory Industry, AR Industries is a premium pet accessory manufacturer dedicated to providing high quality of pet products to their owners worldwide. Founded by Mohit Gupta and Pavan S Kumar in 2017, AR Industries was initiated to cater to the needs of pets worldwide. In the Pet Industry for over a decade, AR Industries have consistently provided creative, innovative, and qualitative products that have been crafted with the fi nest materials. Their products undergo rigorous Biocoll- Vet offers a variety of products in veterinary health and well-being. The quality of our products is approved by Trade, Hospitals, and institutions and testing to ensure safety and reliability for pets of all sizes and breeds. With their state-of-the-art manufacturing facilities and highly skilled personnel, they ensure international quality standards are met. AR industries believe in showing empathy towards pets by enhancing the quality of their lives. AR Industries continue to strive for excellence by rooting their mission in the well being and happiness of pets and pet owners. AR Industries Biocoll Pharmaceuticals Leading The Future of Pet Care With The Finest Quality Mr. Manaal is the CEO and Founder of TailBlaze, a pet brand based out of India. His Labrador, Einstein, who is the cofounder and chief testing offi cer at TailBlaze, became obese after he hurt his leg in an accident. In that period, Mr. Manaal’s research led him to discover a gap in the unregulated and un- organized pet industry. He left his job as an Associate Director of Product and Marketing to launch TailBlaze. With a desire to advocate for nutrition for pets, TailBlaze is set out to create a new era for pets. TailBlaze offers a wide variety of healthy food and treat options for dogs and aims to transform the pet market that was largely compromised during the late 90s with the introduction of market kibbles. TailBlaze is all set to create a healthier foundation for pets. Pad. 29 Stand INDIA PAVILION 10 Pad. 29 Stand INDIA PAVILION 2-3 Pad. 29 Stand INDIA PAVILION 12-13 The Veterinary Professionals. As a research driven brand with creative fl air, our vision is catered towards manufacturing and marketing an extensive range of animal health care products in a timely and cost effective manner.
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 33 Star Exports Taiyo Group, Founded by RS Prabakar, is a renowned industry in India that specializes in producing and exporting high-quality pet food. Their mission is to provide pets with nutritious and healthy diets using indigenous ingredients, and they have created an outstanding product line of feeds for fi sh, birds, dogs, cats, turtles, and more. Their products are globally distributed to 20 countries and all across India through their distribution network. Established in 2002,Taiyo Group's commitment to providing pets with the best possible nutrition makes them a leader in the pet food industry. Taiyo Group www.creature-companions.in Shivam Polymers Star Exports, Founded in 1998, is a trustworthy and prominent manufacturer and supplier of a Premium collection of Leather Pet Collars, Harnesses, Leashes ,Toys, and Grooming Products. They offer these products in both Genuine Leather and Vegan Leather. They are known for their quality and unique designs. Presented products are designed and crafted by taking the best quality basic material in tune with the industry defi ned norms and standards. Their products are versatile, their brand ZIIZO offers a variety of products from basic essentials for Pet care to Toys, and other grooming products, classifying it into a lifestyle based Premium Pet Accessories Brand. Pad. 29 Stand INDIA PAVILION 1 Pad. 29 Stand INDIA PAVILION 5 Pad. 29 Stand INDIA PAVILION 8 Shivam Polymers, based in Greater Noida is India’s largest manufacturer of Rubber Pet toys offering 400 shapes and designs. They use 70 Hydraulic passes of different sizes to create the toys, and are open to customer specifi cation for both toys and packaging based on the CAD drawings provided by customers. Once designs are approved, they start the supply from the production tooling for their customers.
34 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION INDIAN EXHIBITORS @ Tel. : +91 86012 64000 Email : [email protected] Website : www.alviaexports.com D-198, Defence Colony 208010 Jajmau, Kanpur India Alvia Exports Pad. 16 Stand C35 Tel. : +91 9886611233 Email : [email protected] Website : www.arindustriesindia.com VPO Risalu, Near Giriraj Spinning Mill, Opp Tirpal Wali factory 132103 Panipat, Haryana, India AR Industries Pad. 29 Stand INDIA PAVILION 12-13 Tel. : +91 11 49594400 Email : - Website : www.arjanimpex.com Ag 100 Sanjay Gandhi Transport Nagar 110042 Delhi India Arjan Impex Pvt Ltd Pad. 21 Stand B45 - C48 Tel. : +91 11 47644070 Email : - Website : www.avantipets.com D37 South Extension II 110049 New Delhi India Avanti Overseas Pvt Ltd Pad. 22 Stand B05 Tel. : +91 9910721278 Email : [email protected] Website : www.biocollpharmaceuticals.co.in 821/50 Lekhu Nagar, Tri Nagar 110035 Delhi India Biocoll Pharmaceuticals Pvt Ltd Pad. 29 Stand INDIA PAVILION 2-3
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 35 INDIAN EXHIBITORS @ Tel. : - Email : - Website : www.bluesapphire.co.in A - 1/7, Third Fl., Safdarjung Enclave 110029 New Delhi India Blue Sapphire Merchant Pad. 22 Stand C22 - C24 Tel. : +39 3387066336; +91 9373937974 Email : Luca.acerbi@bolognafi ereindia.com Website : - S.No 157 PN 22 Aundh Offi ce 14, Soham Complex, D P Road, Pune 411007 Pune, Maharashtra India BolognaFiere India Pvt. Ltd. Pad. 21 Stand A51 - B54 Tel. : - Email : - Website : www.cottonsmiths.com Plot # 25, Udyog Vihar, Risalu Road 132103 Panipat, Haryana India Cotton Smiths Pad. 22 Stand C86 Tel. : +91 78278 92179 Email : [email protected] Website : www.creature-companions.in D-40 Hoisery Complex Noida Phase 2 201 305 Noida India Creature Companion Pad. 29 Stand INDIA PAVILION 6-7 Tel. : +91 99190 33380 Email : [email protected] Website : www.easterninternational.net 2A 1B Gajju Purwa, Purani Chungi-208010 kanpur India Eastern International Pad. 22 Stand C45
36 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION INDIAN EXHIBITORS @ Tel. : +91/981/4100090; +91/9646331777 Email : [email protected] Website : www.all4pets.in K-2 Textile Colony, Industrial Area-a 141002 Ludhiana, Punjab India Ek-tek Pharma Pad. 22 Stand B85 Tel. : +91 77539 73360, +91 7905353781 Email : [email protected] Website : www.haustierproducts.com 190 Lig, Kda Colony Jajmau 208010 Jajmau, Kanpur India Haustier Products Pad. 26 Stand B24 Tel. : - Email : - Website : www.himadriyati.com Korai Busty, P.O. New Champta Siliguri 734009 West Bengal, Dargeeling India Himadriyati Food Products Pvt Ltd Pad. 16 Stand NEXT – 4 Tel. : +91 8800329258 Email : [email protected] Website : www.iiptf.in D-40 Hoisery Complex Noida Phase 2 201 305 Noida India India International Pet Trade Fair Pad. 29 Stand INDIA PAVILION 7 Tel. : +91 9336211059 Email : - Website : - 79/99 Bansmandi 208001 Kanpur India Karmin International Pad. 25 Stand B122
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 37 INDIAN EXHIBITORS @ Tel. : +91 114142433435 Email : [email protected] Website : www.kew.in B-38 Gt Karnal Rd, Industrial Area 110 033 Delhi India Kumar Engineering Works Pad. 21 Stand A57 - A59 Tel. : +91 98101 80139 Email : [email protected] Website : www.kumarindustries.com A 31 GT Karnal Road Industrial Area 110033 Delhi India Kumar Industries Pad. 29 Stand D21 - D23 Tel. : +91 98100 93105 Email : [email protected] Website : www.kumarsteels.com 344 Epip, Kundli Distr, Sonepat 131028 Haryana India Kumar Steels Inc Pad. 16 Stand B23 - C32 Tel. : - Email : [email protected] Website : - D441 Defence Colony 208010 Jajmau, Kanpur India Mrs Exports Pad. 21 Stand B60 Tel. : +91 98862 23876 Email : [email protected] Website : www.petzcreation.com Khasra n.47, 16/1 TO 16/4, 25/1 Min Area - 131028 Sonipat India Petz Creation Pad. 29 Stand 17 - M18
38 Creature Companion | MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION INDIAN EXHIBITORS @ Tel. : - Email : [email protected] Website : - Plot No 427f, Phase-I, Hsiidc Ind.Estate, Barhi, 131101 SONIPAT HARYANA India Pluchi Texnit Private Limited Pad. 22 Stand C50 - C52 Contact Person : Mr. Naveen Kohli Tel. : +91-9810110206 Email : [email protected] Website : www.shivpol.com B-16 Site-B Surajpur Industrial Area Greater Noida- 201306, Uttar Pradesh Pad. 29 Stand INDIA PAVILION 8 Tel. : +91/7784007007 Email : [email protected] Website : - 117/H-2/171, PANDU NAGAR, KANPUR, Kanpur Nagar, Uttar Pradesh 208005 Kanpur Star Exports Pad. 29 Stand INDIA PAVILION 1 Tel. : +91 98718 41377 Email : [email protected] Website : www.superfoodss.in F545, Rd. N.60, VKI Area, Jaipur Rajastan 302013 Jaipur India Super Foods Pad. 16 Stand NEXT - 6 Tel. : +91 72061 56786 Email : [email protected] Website : www.swastikimpex.org C37/1 Wazirpur Industrial Area 110052 Delhi India Swastik Industries Pad. 16 Stand C12 - C14 Shivam Polymers
MAY 2023 • ZOOMARK INTERNATIONAL EXHIBITION • SPECIAL EDITION | Creature Companion 39 INDIAN EXHIBITORS @ Tel. : +91/9428563045; +91/7990470199 Email : [email protected] Website : www.TailBlaze.in No. 39 and 40, 5th Main Rd, Nr Khodays Glass Factory, Avalahalli 560062 Bangalore, India TailBlaze Pad. 29 Stand INDIA PAVILION 10 Tel. : +91/9841027029 Email : [email protected] Website : www.taiyogroup.in No.17A, South Mada Street, Kolathur 600099 Chennai India Taiyo Pad. 29 Stand INDIA PAVILION 5
RNI NO. UPENG/2008/26403