• Food Health / Pharma

MARS PETCARE ANNOUNCES THE LAUNCH OF IAMS, TAILOR-MADE PET NUTRITION BRAND IN INDIA

• Prashant Kapadia
• December 20, 2019

New launch in line with company’s purpose “Better World For Pets”

by Prashant Kapadia/NHN

National: Building on its global proposition of making A Better World for Pets™, Mars Petcare today launched its premium pet nutrition brand, IAMS in India. The 73-year global brand present across markets like US, Latin America, Japan, IAMS has entered the Indian market with dog food and was launched in Mumbai by Ganesh Ramani, General Manager, Mars Pet Nutrition India and Bollywood celebrity Kriti Sanon.

Known to deliver tailored nutrition to keep pets healthy and happy, IAMS offers pet parents a range of tailored nutritional solutions based on breed, size and the pet’s age. The brand’s focus is on category creation by educating pet parents about the benefits of pet food vis a vis home cooked food. Available at pet specialty channels in major cities, e-commerce websites across India, IAMS will retail at a price range of Rs. 600 – Rs 4000 as per different dog sizes as well as pack sizes. The brand currently has four variants in the market – for puppies and adult dogs, across the small and medium breed and large breed. Speaking on the launch, Ganesh Ramani, General Manager, Mars Pet Nutrition India said, “With an increasing awareness about pet health based on an understanding of nutrition, the Indian pet care market is witnessing a trend of premiumization and customization. IAMS has been a successful brand in Mars portfolio globally and our vision is to give pet parents in India nutritional solutions as per their pets’ needs. Our aim is to be present in more than 30 cities that have the highest pet ownership in India by the end of 2020.”

Kriti Sanon, Bollywood celebrity, who was present at the launch said, “I’m thrilled to be associated with IAMS and happy to launch it in India. As a dog parent myself, I completely relate to the struggle of finding the right nutrition for my dog, Disco. Nutrition is the topmost priority for me when it comes to Disco and I’m glad to launch a brand that shares my priorities and pet needs.” IAMS product range has been developed by nutritionists and veterinarians and the brand aims to leverage its global supply chain capabilities to ensure a consistent availability of IAMS products in India. With the launch, Mars Petcare is strengthening its portfolio of pet nutrition in India which includes leading brands such as PEDIGREE^® and WHISKAS^®.

About Mars Petcare: Part of Mars, Incorporated, a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love, the 85,000 Associates across 50+ countries in Mars Petcare are dedicated to one purpose: A BETTER WORLD FOR PETS. With 75 years of experience, our portfolio of almost 50 brands serves the health and nutrition needs of the world’s pets – including brands PEDIGREE^®, WHISKAS^®, ROYAL CANIN^®, NUTRO™, GREENIES™, SHEBA^®, CESAR^®, IAMS™ and EUKANUBA™ as well as the WALTHAM Petcare Science Institute which has advanced research in the nutrition and health of pets for over 50 years. Mars Petcare is also a leading veterinary health provider through an international network of over 2,000 pet hospitals and diagnostic services including BANFIELD™, BLUEPEARL™, VCA™, Linnaeus, AniCura and Antech. We’re also active in innovation and technology for pets, with WISDOM PANEL™ genetic health screening and DNA testing for dogs, the WHISTLE™ GPS dog tracker, and LEAP VENTURE STUDIO accelerator and COMPANION FUND™ programs that drive innovation and disruption in the pet care industry. As a family business and guided by our principles, we are privileged with the flexibility to fight for what we believe in – and we choose to fight for: A BETTER WORLD FOR PETS.