Himalya enters pet nutrition market
The Himalaya Drug Company, one of the country’s leading home-grown wellness brand, seems well set to make inroads into the fast growing pet nutrition category. As starter, the company will roll out India’s first herbal, nutritious snack for dogs under the brand name: Healthytreats. The snack, according to top company officials, has specific variants for puppies, adults and senior dogs, to address their health needs.
Significantly, the 87-year-old Himalaya has positioned itself as a brand that cares about not only enriching people’s lives but also the environment. With their ‘head to heel’ range of products Himalaya aims to provide a holistic solution to everyday ailments that affect our bodies. Seeped in a legacy of researching nature, Himalaya has successfully been able to harness the science of Ayurveda through cutting-edge research to become a brand that is safe, gentle and trustworthy. The journey into this new category and roll out of ‘Healthytreat’ will follow the same guiding principles.
Himalaya already has an animal health division, which has been there for no less that 17 years now. The division has learnt to understand the importance of pet’s well-being. Therefore foraying into pet nutrition category was natural next step for Himalaya’s animal health division, which aims to provide well researched herbal solutions for pets.
“In India, pet nutrition is a niche segment that offers great opportunities. At present, the market size of pet nutrition stands at over Rs 700 crore and is growing at a rate of 20 per cent. Having been the no.1 herbal player, the launch of ‘Healthytreats’ is a natural extension to our wide range of pet grooming and wellness products,” said Neti Patel, general manager - animal health division, The Himalaya Drug Company.
Healthytreats, which promises to be a nutritional snack for the dogs to lead an active and healthy life, is developed keeping in mind the health benefits that are needed during all phases of the canine life. Healthytreats would provide nutrition and special health benefits due to the presence of herbal actives. The range of products under the ‘Healthytreats’ brand are being made available is available across major retail channels, pet stores, Himalaya Outlets, himalayastore.com and Himalaya app.
“We connect with pet parents primarily through vets along with other channels like pet shops, grooming parlours, modern retail outlets, trade channel among others, for their grooming and wellness needs. By the end of 2017 we are looking at reaching out to over 3500 pet practitioners across India, while introducing few more products under this category. In addition to this, we reach out to consumers through awareness cum engagement drives on ground and through social media,” said Patel.

Ritwik Mukherjee