First pet food unicorn of India, Drools, has rewritten the rules of the Indian pet care industry with its $1 billion valuation in 2025, following a strategic investment from Nestlé. This achievement marks a pivotal moment for Indian startups, especially in the fast-growing pet food sector. With a focus on innovation, rapid expansion, and a deep understanding of evolving pet parent needs, Drools has set a new benchmark for homegrown brands.
Introduction: The Rise of the First Pet Food Unicorn of India
The Indian startup ecosystem witnessed a historic milestone in 2025 as Drools, a homegrown pet food brand, ascended to unicorn status—a feat never before achieved in the country’s pet care sector. This transformation reflects not just the brand’s business acumen but also the shifting attitudes of Indian consumers, who are increasingly prioritizing quality nutrition and care for their pets.
Drools: Humble Beginnings to Unicorn Status
Founded in 2010 by Fahim Sultan, Drools started as a small manufacturer in a market dominated by global giants like Pedigree and Mars PetCare. The brand’s early years were defined by resilience and a relentless focus on quality. Over time, Drools expanded its product portfolio to over 650 SKUs, catering to diverse dietary needs of dogs and cats across India.
The company’s commitment to science-based nutrition and affordable pricing quickly won the trust of pet parents, enabling Drools to scale from a local player to a national force in less than a decade
Key Milestones on the Road to $1 Billion
- 2010: Drools is founded by Fahim Sultan.
- 2015-2020: Rapid expansion into offline retail and e-commerce platforms.
- 2023: Secures $60 million investment from L Catterton, valuing the company at $600 million.
- 2024: Revenue jumps 50% to ₹714.9 crore, reflecting explosive growth.
- 2025: Achieves unicorn status after a minority stake investment by Nestlé, valuing Drools at over $1 billion.
These milestones highlight not just financial success but also operational excellence—Drools now operates six manufacturing units and a 1.6 million sq. ft. warehousing network, distributing through 40,000 retail outlets and exporting to 22 countries
The Power of Celebrity Endorsements and Brand Ambassadors
A crucial part of Drools’ explosive growth has been its savvy use of celebrity endorsements. Bollywood stars like Kareena Kapoor and Rakul Preet have become the faces of the brand, lending credibility and aspirational value to Drools’ products. This strategy has helped the brand connect with urban millennials and Gen Z, who are driving the surge in pet adoption and premium pet care spending in India.
Technology and Innovation: The Secret Sauce
Drools’ journey to becoming the first pet food unicorn of India is rooted in its embrace of technology and customer-centric innovation. The company partnered with tech firms like Tailwebs to develop a robust customer loyalty program, offering personalized discounts and collecting valuable customer insights.
Key tech-driven strategies included:
- Application Development: Building a seamless loyalty app for customer engagement.
- Personalization: Using data analytics to tailor offers and recommendations.
- Continuous Enhancement: Regularly updating features to stay ahead of evolving customer needs.
These initiatives not only improved customer retention but also positioned Drools as a tech-savvy, modern brand in a traditionally conservative sector.
Strategic Investments: Nestlé’s Game-Changing Stake
The defining moment in Drools’ journey was Nestlé SA’s decision to acquire a minority stake in 2025, propelling the company into the unicorn club. While the exact investment amount remains undisclosed, the deal valued Drools at over $1 billion.
Nestlé’s entry is significant for several reasons:
- Validation: The world’s largest food company’s backing is a strong endorsement of Drools’ business model and growth potential.
- Independence: Despite the investment, Drools continues to operate independently, ensuring its agility and entrepreneurial spirit remain intact.
- Market Synergy: Nestlé gains a foothold in India’s booming pet food market, while Drools leverages global expertise and resources for further expansion.
Market Expansion: From Indian Homes to 22 Countries
Drools’ distribution network is a testament to its operational might. With products available in over 40,000 retail outlets and a leading presence on e-commerce platforms like Amazon, Drools has become a household name for pet parents across India. The company’s export strategy has also paid off, with Drools products now available in 22 countries, making it a global ambassador for Indian pet care innovation.
The Competitive Edge: How Drools Outpaced Global Giants
Entering a market dominated by established players like Pedigree was no easy feat. Drools differentiated itself through:
- Localized Product Development: Tailoring recipes to Indian pets’ dietary needs.
- Affordable Premium: Offering high-quality nutrition at accessible prices.
- Omni-channel Presence: Combining online, offline, and veterinary clinic sales to maximize reach.
- Customer Engagement: Building loyalty through tech-driven programs and personalized offers.
These strategies enabled Drools to capture significant market share and become the top seller in several pet food categories on platforms like Amazon
Challenges Faced and Lessons Learned
Drools’ journey was not without hurdles:
- Market Penetration: With only 10% of Indian households owning pets, the company had to invest heavily in awareness and education.
- Competition: Battling both global giants and emerging local brands required constant innovation.
- Profitability: Despite soaring revenues, Drools reported a net loss of ₹14 crore in FY24, down from a profit the previous year. This underscores the challenges of balancing growth with sustainable margins.
Key lessons include the importance of agility, customer focus, and strategic partnerships in scaling a consumer brand in a nascent industry.
What’s Next for Drools and the Indian Pet Food Industry?
With India’s pet care market projected to grow at 20% annually and reach $1.2 billion by 2028, Drools is well-positioned to lead the next phase of industry evolution. The company plans to:
- Expand its product portfolio with more science-backed offerings.
- Deepen its presence in rural and Tier 2/3 cities.
- Accelerate global exports and explore new international markets.
For the broader industry, Drools’ unicorn status is a beacon for aspiring startups and investors, signaling that India’s pet care sector is ripe for innovation and scale.
Conclusion: Drools’ Legacy as India’s First Pet Food Unicorn
Drools’ ascent to become the first pet food unicorn of India is a story of vision, resilience, and relentless pursuit of excellence. From humble beginnings to a billion-dollar valuation, the brand has inspired a new generation of entrepreneurs and set a gold standard for the Indian pet care industry. As a trusted name on platforms like Startup INIDAX, Drools’ journey is a blueprint for building enduring brands in emerging markets.
