Mukesh Ambani’s Reliance Industries is preparing to shake up yet another consumer category this time, India’s booming pet food market. The company has informed distributors and trade partners that its upcoming brand, Waggies, will enter the market with prices 20–50% lower than established players including Nestlé, Mars, Godrej Consumer Products, and Emami.
The move aligns closely with Reliance’s proven strategy of deep price disruptions to achieve rapid scale. Industry observers note that the playbook mirrors what the company executed in telecom with Jio and, more recently, in FMCG with Campa Cola, whose beverages are priced 20–40% lower than rivals across segments.
Riding a Fast-Growing Market
India’s pet food market has seen explosive growth in recent years, driven by rising pet ownership, urban lifestyles, and higher spending on premium pet care. With the category expanding at double-digit rates, Reliance’s entry is poised to significantly widen access particularly in price-sensitive tier-2 and tier-3 cities.
Trade sources indicate that Waggies will offer a full range of dog and cat food variants. The brand is expected to be pushed aggressively through Reliance’s vast retail network Reliance Retail, smart stores, Kirana partnerships, and JioMart.
Disruption Strategy Continues
Reliance’s pricing strategy is already sending ripples across the industry. Competitors anticipate a shift similar to what happened in telecom and beverages, where Ambani’s price-first approach sparked market-wide restructuring.
Analysts predict that if Reliance can maintain quality while offering steep price advantages, Waggies could rapidly capture market share and expand the overall category.
What Comes Next?
With Reliance building one of India’s most diversified consumer goods portfolios from FMCG and beverages to personal care and now pet food Waggies marks yet another step in its ambition to dominate everyday household consumption.
The product rollout is expected soon, and industry players are bracing for what could be one of the biggest disruptions in the Indian pet food market to date.
