Ayesha Huda on how Mars Petcare has continued its dominant hold on the market

The pet care industry in India is experiencing significant growth, fueled by an increasing number of pet parents who prioritize the health and well-being of their furry companions. As pet ownership becomes more prevalent among Millennials and Gen Z, there is a rising demand for scientifically-backed, nutritious pet food. Mars Pet Nutrition India, a leader in this space with brands like Whiskas and Pedigree, has been at the forefront of addressing this demand by delivering quality products tailored to the evolving needs of modern pet parents.

In an engaging interaction with Adgully, Ayesha Huda, Chief Marketing Officer, Petcare at MARS International India Ltd, speaks about the growth of pet care and pet nutrition sector in India, fostering deeper connections with pet owners across the country, the company’s performance in 2024, partnering with veterinarians, marketing and advertising strategies, the creative thought behind the ‘Preferred Even by Fussy Cats’ campaign, and more.

How was 2024 for Mars Pet Nutrition India in terms of revenue growth, market share, and customer engagement?

Mars Pet Nutrition India continues to lead the pet food industry, holding 50% of the market share. Our efforts have been focused on expanding the market and increasing calorie conversion rates, particularly in high-growth segments like kibble and gravies for cats.

Calorie conversion refers to the shift from table scraps or home-cooked meals to commercially prepared pet food that offers complete and balanced nutrition. This transition is crucial as it ensures pets receive their required caloric intake through scientifically designed diets, tailored to their specific needs.

By delivering innovative marketing strategies, enhanced product accessibility, and consistent quality, we are not only attracting new pet parents, but also deepening engagement with existing ones.

How has increased awareness of pet nutrition influenced buying patterns in India, and how has Mars Pet Nutrition India responded to these changes?

Increased awareness of pet nutrition has fundamentally transformed buying patterns in India, with pet parents now prioritizing complete and balanced diets over traditional feeding practices like table scraps or home-cooked meals. Pet parents, particularly Gen Z and Millennials, are increasingly conscious of the role nutrition plays in their pets’ overall well-being, seeking out products that address specific health needs, such as improved digestion, coat health, or energy levels.

Mars Petcare has responded to this growing awareness by emphasizing transparency, quality, and innovation in its offerings. With products like Whiskas and Pedigree, we cater to the diverse needs of pets while building trust with pet parents. Our focus on scientifically backed formulations ensures that pet parents are empowered to make informed choices for their furry companions.

This evolution in awareness and buying behaviour reflects a broader trend: pet parents are increasingly treating their pets as integral family members, ensuring they receive the same care and consideration as humans. By addressing this shift, Mars Pet Nutrition India continues to lead the industry, fostering healthier and happier lives for pets across the country.

How have government policies/ regulations impacted the pet food industry in 2024?

The pet food industry in India is still at a nascent stage, but is growing rapidly, with more players entering the market every year. This fast-paced growth highlights the urgent need for regulations to establish uniform standards for advertising, product claims, and quality, ensuring a level playing field for all producers and safer, higher-quality pet food for consumers.

Globally, regulatory frameworks in more mature markets have been instrumental in fostering consumer trust and driving industry growth. These standards hold companies accountable while ensuring transparency, ultimately benefiting both pet parents and their pets.

In India, these standards are currently lacking, but they are essential for the sustainable growth of the industry. By drawing from global best practices, the Indian pet food market can evolve responsibly, creating greater trust with pet parents and delivering better outcomes for pets.

How does Mars Pet Nutrition India approach regional and cultural diversity in its advertising to connect with pet parents across India?

India’s diversity requires a nuanced and region-specific approach. To connect authentically with pet parents:

• We produce multilingual content to ensure our messaging is accessible and relatable across different regions.
• Partnerships with local influencers and pet communities enable us to create campaigns that resonate deeply with regional audiences.
• Distribution strategies are informed by local insights, allowing us to prioritize flavours and product formats that align with regional preferences.

By addressing these nuances in our advertising, we create meaningful connections with pet parents while fostering a culture of responsible pet ownership.

Are there plans to partner with influencers or veterinarians to enhance consumer trust and product awareness?

As pioneers in the pet food industry in India, we are taking the initiative to educate pet parents and the larger community about what constitutes proper nutrition for pets, while also dispelling the myths commonly associated with pet food. Peer influence plays a significant role in the decisions pet parents make, making it essential for us to create awareness around key aspects of pet nutrition.

We partner with veterinarians to equip them with detailed product knowledge and scientific insights, enabling them to confidently guide pet parents toward optimal nutrition for their pets. Additionally, we partner with influencers who are pet parents and pet lovers to amplify awareness on the benefits of manufactured pet food over home-cooked meals and highlight the scientific rationale behind feeding kibbles, such as balanced nutrition, dental health benefits, and overall convenience.

By fostering a well-informed community through these partnerships, we empower pet parents to make confident choices that prioritize their pets’ health and well-being.

Could you tell us about the ‘Preferred Even by Fussy Cats’ campaign? What was the inspiration behind this campaign, and how does it align with Whiskas’s brand ethos?

The inspiration for the ‘Preferred Even by Fussy Cats’ campaign comes from a fundamental challenge in the pet food industry – catering to the unique and selective preferences of cats. Research reveals that in India, a staggering 70% of cats are considered fussy eaters, making it crucial to provide products that not only appeal to them, but also earn the trust of their pet parents.

Whiskas has always been dedicated to creating products that delight cats, and this campaign embodies that ethos. By focusing on a range specifically designed to please even the most selective cats, we’re not only addressing their nutritional needs, but also creating joyful moments that strengthen the bond between cats and their owners.

The Mars Global Pet Parent Study revealed that 66% of Indian cat owners consider their pets the most important part of their lives. With such a deep emotional connection, it’s essential to deliver products that satisfy the evolving needs of modern pet parents who prioritize mental and emotional well-being. This campaign is more than a product launch – it’s a testament to Whiskas’ commitment to understanding and solving the everyday challenges of cat parenting.

What percentage of the campaign’s budget was allocated to digital marketing versus traditional media, and why?

Recognizing the ever-increasing influence of digital interactions in pet parenting, we strategically allocated 80% of the campaign’s budget to digital channels. Digital platforms allow us to engage directly with pet parents through highly personalized and relevant content – be it social media, search platforms, or community forums. This approach ensures that we meet them where they are most active, capturing their attention during moments of need or inquiry.

The recent Mars Global Pet Parent Study, which highlighted that younger pet parents in India, including Gen Z and Millennials, are increasingly reliant on digital tools for information and emotional support in their pet parenting journeys.

Traditional media, while important for broad visibility, complements this strategy by building top-of-mind awareness. The balance enables us to foster deeper connections while maximizing reach and impact.

What innovative strategies or insights informed the development of this campaign, and how do they cater to modern pet parenting trends in India?

Insight-Driven Communication: We recognize that pet parents today are information seekers. Our partnerships with platforms like Google, InShorts, and Truecaller ensure that we deliver reliable and actionable insights.

Product Evolution: Based on extensive product testing, we highlighted features like “real meat” and “quality protein for healthy muscles” to resonate with health-conscious pet parents.

Focus on Emotional Connections: The Mars Global Pet Parent Study revealed that 70% of Indian kitten owners are Gen Z and Millennials, emphasizing their desire to build lasting bonds with their pets from an early stage. This insight drove targeted communication for new pet parents of kittens, fostering connections through meaningful content and tailored products.

Also Read: Ayesha Huda joins Mars Pet Nutrition India as CMO