Bengaluru: Herbal products maker Himalaya Drug Co. has announced its entry into the pet nutrition category with a herbal snack for dogs called ‘healthytreats’.
The Bengaluru-based company, best known for its liver tonic Liv-52, claims ‘healthytreats’ is India’s first herbal, nutritious snack for dogs and has specific variants targeting health needs for puppies, adults and senior dogs.
Himalaya has been in the animal health segment for over 17 years now and its new ‘healthytreats’ brand has been built on that expertise, it said.
“In India, pet nutrition is a niche segment that offers great opportunities. Currently, the market size of pet nutrition stands at over Rs700 crore and is growing at a rate of 20%. Having been the no.1 herbal player in this category, launch of healthytreats is a natural extension to our wide range of pet grooming and wellness products,” said Neti Patel, general manager of Himalaya’s animal health division, in a statement.
The company plans to sell its products to pet parents through pet shops, grooming parlours, modern retail outlets and trade channels, among others.
“By the end of 2017 we are looking at reaching out to over 3,500 pet practitioners across India, while introducing few more products under this category,” Patel said.
Himalaya is also planning to conduct awareness and engagement drives around its new brand, both on ground and via social media. The new brand is available across major retail channels, pet stores, Himalaya outlets and on the company’s website and app.