A Story of Trust, Nutrition, Wellness, Global Growth & more…

Drools is a brand that needs no introduction. As pet parents you must have come across this brand. But today experience their journey and understand what it takes to make your furries happy!

From humble beginnings come great things
Drools, the brainchild of founder Fahim Sultan, was set up in 2009 to focus on nutrition, health, and welfare of pets. The production of pet food for dogs and cats began in 2010. Drools Pet Food Private Ltd. today is one of the fastest growing pet food brands in South Asia with large product ranges developed with international quality standards.
When Fahim moved back to his hometown after completing university to learn the ropes of the business, he was able to spend a lot of time with his pets. Being an ardent pet lover his focus was to provide high-quality ingredients without by-products and fillers and an objective to provide a wholesome, healthy and nourishing diet for pets.
Healthy food is directly proportional to happiness & longevity
Backed by the best veterinarians, Fahim was able to garner in-depth knowledge of animal nutrition. After intensive research Drools was born to bridge the gap and ensure that all pets received the right kind of wholesome nutrition with clean ingredients. Food being the foundation of health, pets needed to have clean nutrition, food that was free of additives, hormones, antibiotics, fillers or by-products.
Integrating nutrition with the goodness of science
Drools integrates its raw materials with the IB Group (the parent company) in addition to sourcing from trusted farmers and ranchers. It is interesting to note that the IB Group does not house a butchery on its production facility and it stocks only high-quality poultry and eggs as its business offerings. This further ensures that the raw materials sourced by Drools are of top-notch quality.
Drools’ team of nutritionists and veterinarians from the US have ensured and created a superior formulation of food, specific to the growing needs of pets. Not just that, extensive research has also ensured a consistent taste, better digestibility and absorption across the products. These products are nutritionally balanced and undergo rigorous quality checks to ensure the best quality of food.
Quality that speaks for itself
With an aim to provide the right balance of nutrients, the entire process from assessing the raw materials to processing at Drools happens in-house, leading to a hygienic and consistent product that is highly recommended by vets. Automated systems with minimalistic human touch maintain optimum hygiene while processing the food. The production facilities are ISO 9001:2000 certified and in sync with global standards. The plant uses German machinery and a vacuum coating process to ensure premium quality of food.
Following through with PM Narendra Modi’s emphasis to lower dependence on imported raw materials and reducing the disruption of supply chain, the brand takes pride in being self-reliant with the entire range of products being manufactured in its in-house production facilities.
Garnering trust with global growth
Drools today is available in more than 30,000 outlets pan-India and across all leading e-commerce platforms. It is the 2nd largest brand in India gathering close to 17 percent market share and the largest in volume in the cat food category. Another feather to its cap, Drools is now being exported to 18 countries in South East Asia, Middle East (UAE) and some select African countries. The company starts operations in Australia (permits received – operation started from the 3rd week of
March ‘22), New Zealand, and parts of Europe in the 2nd quarter of 2022 (June beyond).
This is worth mentioning so as to instill the credibility of its produce as they clear multiple layers of efficacy, nutritional and palatability checks at the various audit points of the above-mentioned countries. The company has been able to successfully synergise research, manufacturing, distribution and branding of its products profitably in a short span of time.
Giving back to the society
As one of its initiatives to give back, Drools supports several local NGOs and animal shelters by providing them with pet food and supplements. In addition to this, Drools along with the IB Group runs charitable schools where more than 7500 children receive free education. This drive is from the founder’s family, with the aim of educating every child in the community, especially the girl child. A sizeable amount of sales proceeds from Drools also goes towards this beautiful cause of community building through care and maintenance.
In the coming years, Drools aims to further expand the business to the regions of Middle East, South East Asia, and Europe. With the headquarters located in Bengaluru, the company is now targeting to open an office in UAE to facilitate smoother operations. Dr Shashank Sinha, CEO, Drools Pet Food Private Limited,commented, “We have been consistently working to create healthier nutrition for pets and continue to manufacture wholesome dietary packs to make a difference. Growth expansion will be the continued course of action in the next few years, capturing newer markets, building a larger market share and scaling profits. Focusing on the main channels of pet specialty stores, breeders and veterinarians will be the way forward for the brand.”