Growel Group expands to pet treats with new brands ‘Fullr’ and ‘DatGud’

Growel Group, a leading player in Aquaculture feeds, formulation and the seafood processing industry since 1994, today announced its strategic move by diversifying into the rapidly growing pet food Industry with the launch of two new brands – Fullr and DatGud.

With over 30 years of experience and a reputation built on quality, innovation, and unparalleled service, Growel Group’s entry into the pet food industry marks a significant step. Leveraging its time-proven strengths in nutritional formulation, manufacturing, and extensive reach, the company has achieved impressive results, with an annual revenue surpassing 2000 crores. Over the years, the Growel Group has meticulously developed an impressive distribution network for its core business offerings, extending its reach to over 173 districts across 26 states in India. Additionally, its products are exported to 20 countries, further solidifying its global presence.

The Indian pet food market is projected to cross one billion dollars by 2027. The treats segment will continue to drive the industry growth, reaching about ₹1900 – ₹2000 crore by 2027 from the current ₹650 crores. Post Covid, an overwhelmingly large segment of pet owners identifies themselves as pet parents.

In research initiated by the Growel group with over 1000 respondents, about 91% of people consider a pet to be a ‘Member of the family’. This is leading to a need for healthier, more nutritious options for the pets, not only in food but also in treats. Recognizing this emerging trend, Growel is strategically positioned to meet the demand by emphasizing top-tier nutrition that is both accessible and economical for pet parents.

Fullr: A Holistic Approach to Pet Wellness

Developed in collaboration with veterinarians – Fullr, with its range of all-natural treats, represents a paradigm shift in pet care. Crafted with a meticulous blend of superfood ingredients such as Flaxseeds, Blueberries, Spinach, Salmon, Spirulina, Chamomile, Turmeric, Ginger, and Grape seed, each chosen for its unique health benefits, Fullr treats offer a holistic approach to pet wellness.  Manufactured using cold pressed technology, Fullr treats retain maximum nutrition promoting optimal health and vitality. With the tagline “Full on Nutrition”, Fullr sets a new standard for pet treats, prioritizing health without compromising on taste.

DatGud: Indulgent Delights for Canine Companions

Inspired by the rich variety found in human cuisine, DatGud offers a delectable range of biscuits in a variety of flavours, like smoky barbeque, smoky lamb, and chicken and egg, that are sure to tantalize your pup’s taste buds. Intended to be more than just treats, DatGud biscuits are fortified with essential vitamins and minerals, blending supreme taste with nutrition. This innovative approach ensures that our furry friends get the daily nourishment they need to stay healthy and active. With a tagline of “Taste. Love. Wag,” DatGud promises to create unforgettable #DatGudMoments for pets and their parents alike.

Announcing the launch of Fullr and DatGud, Mr. M.S.R Karthik, Promoter Group, Growel said, “The Indian pet industry is experiencing phenomenal growth, driven by a surge in pet ownership, humanization of pets and rising disposable incomes. With dog ownership becoming increasingly popular, the market for dog treats is also experiencing substantial growth. It’s anticipated that by 2027, dog treats will comprise about 35% of this market, indicating their significance in meeting the needs and preferences of pet owners.” “Growel’s mission is to make quality pet nutrition accessible and affordable for pet parents. We are committed to providing products that align with the evolving needs of animals and the introduction of our new brands, Fullr and DatGud, not only signals our business diversification but also reinforces our commitment to pet parents and the industry as a whole. We will continue to expand our portfolio with the debut of our pet food range in few months, further solidifying our influence and presence within the pet food sector.”

J.S. Rama Krishna, Business Head for Pet Food at Growel Group said, “As the number of pet food and treat brands continues to grow, there’s a noticeable gap in the market for affordable yet high-quality pet food options. With the launch of Fullr and DatGud, we are aiming to address this crucial gap by offering a unique approach to pet treats that focuses not only on providing nourishment but also on cost-effectiveness through efficient sourcing and pricing.”

“With Fullr and DatGud available across 1800-2000 outlets, supported by a robust distribution network spanning 185-300 cities, we are ensuring widespread availability of our products’, he further added.

Growel Group is committed to providing world-class quality pet food products manufactured in India.  Our unwavering focus on science fuels the development of groundbreaking animal/pet nutrition solutions. This dedication is driven by a team of over 60+ dedicated scientists who spearhead our R&D efforts, ensuring the highest quality products for animal/pet wellness.  Combined with our commitment to responsible sourcing and stringent quality assurance measures, these core pillars position Growel for long-term success in the industry. Through this dedication to innovation, responsible sourcing, and quality, Growel Group is making premium pet care an affordable reality for all pet lovers.

About Growel Group:

Growel Group is a leading player in aquaculture feeds, formulation, and seafood processing, with a legacy of over 30 years in the industry. Committed to innovation, quality, and animal welfare, Growel Group strives to provide premium nutrition solutions for pets and livestock alike. With a wide distribution network spanning 173 districts across 26 states in India and exports to 20 countries, Growel Group is dedicated to serving the evolving needs of its customers around the world.
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