 "Pets food maker Mars launches Eukanuba brand in India")
US-based Mars Inc, a $32-billion manufacturer and marketer of confectionery, food products and international pet food brands like Pedigree and Whiskas, on Saturday launched its super-premium pet food brand Eukanuba in India.
Family-owned Mars had completed the $2.9-billion acquisition of Eukanuba, IAMS and Natura brands from Procter and Gamble (P&G) in July 2014.
As part of the acquisition, for geographies including Latin America, North America, the Asia-Pacific region and some parts of Europe, P&G's seven facilities that manufacture the three brands also came into Mars' fold.
Speaking to mediapersons here on Saturday, Nitin Kulkarni, director (corporate affairs), Mars India, said Eukanuba, along with the Pedigree range of products, was being manufactured at Mars' 30,000-tonne-a-year capacity facility located on the outskirts of Hyderabad.
This facility ould cater to the Indian market, as well as neighboring markets like Nepal, Bhutan, Bangladesh and Sri Lanka.
Kulkarni said Eukanuba was being positioned as a specialised brand in India, where the super-premium pet foods category was growing at a compound annual growth rate (CAGR) of 20%.
"The pet foods market is estimated to have a potential of $1 billion in India, of which the super-premium category accounts for roughly 40%," he said.
Stating that Mars was currently sharpening its focus on establishing the Eukanuba brand in India, he said the company would launch its IAMS and Natura brands in the country in two to three years down the line.
