Drools exporting goodness to the world
Drools® commitment to providing the right foundation of longevity through holistic nutrition, is now a well-established fact. We believe that pet parents would feed their pets as they would feed their human children – healthy and nutritious meals made using clean, human grade ingredients.
The brand’s goal is to impact the world with the right knowledge and create a happier and healthier place for your furry friends. Drools, India’s only pet food MNC was established in 2009 by Fahim Sultan with their first production lot reaching markets by 2010. Set up to focus on nutrition, health and welfare of pets, Drools started to bridge the gap of availability of home-grown, reasonably priced pet food and ensured that all pets received balanced nutrition using clean and real ingredients. Today it is one of the fastest growing pet food brands in South Asia with large product ranges developed with international quality standards.
At present Drools exports to more than 18 countries in the Indian subcontinent, South-East Asia, Middle-East (UAE) and some selected countries in the African continent. What started as a bare minimum product line has now expanded to premium dog food, economy brand packs, treats, supplements, prescription diets, and a grooming range.
All The World Is A Stage!
Export led growth has been a dominant paradigm for Drools for the last decade and the company has seen a favourable response on their products from all international pet parents as well. The first consignment of Drools Daily Nutrition was exported to Sri Lanka in the year 2012 and then to Kathmandu, Nepal within the same year. Ever since there has been no looking back, and the brand continues to grow at an exponential rate covering bigger global pastures.
The company has recently started operations in Israel and Palestine, which are new and emerging markets. In order to strengthen trade & business relations, the Drools team along with the PALCO Group(importers and distributors )also met the Governor of Ramallah (Palestine) & the Embassy of India. Drools’ steady rise in exports affirms the credibility of its produce as it clears multiple layers of efficacy, nutritional and palatability checks at the various audit points of the above-mentioned countries.
Unstoppable Growth Despite All Challenges
Drools’ export had a CAGR (Compound Annual Growth Rate) of 60 percent over the last decade and the company aims to target a growth of 100 percent in 2022. In spite of the pandemic and the slowing of logistics globally, the company has consistently managed to retain its year-on-year growth. The company is now looking to increase the export revenues two-fold in this fiscal year.
Leading On The Path Of Self-Reliance
It is important to mention that Drools is self-dependent and manufactures all its raw materials in in-house production facilities, thereby reducing its dependency on imported raw materials. It assures the quality of raw materials used as we can monitor the same at elementary levels. This also reduces the disruption of supply chain and brings us closer to being ‘Atmanirbhar’(self-reliant) as reiterated by our Prime Minister, Narendra Modi.
Drools uses automated systems with minimalistic human touch to 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 and palatability of food.
This year, Drools will be participating in the Pet Fair South East Asia, a trade platform for the global pet industry, being held from October 26-28, 2022 at Bangkok, Thailand to showcase our range, promote export sales and build awareness. To meet the rising export demands the company aims to build a team of experts, to promote product lines across global markets as well as expanding production facilities.
Happiness In Goodness For Furry Kids
The rising focus on exports and reaching to the interiors of India is part of its expansion strategy. The brand targets to be available in 25-30 countries in the next 2-3 years, doubling revenue numbers. Drools has successfully managed to export to emerging and developing economies and in the coming years aims to further expand its global footprint to the United States, regions of Middle East, South-East Asia and Europe.
Within the country, Drools is available at approximately 30,000 retail outlets, and the team is determined to be available at all touch points where a pet parent would ever reach out to buy a pack of ‘Happiness in Goodness’ for their furry kids.
(Dr Shashank Sinha, CEO, Drools Pet Food Private Limited)