Drools have changed per food industry in India with its innovative approach and products.

Fahim Sultan Ali is the founder of Drools Pet Food Private Limited. He started it in 2010 under the IB Group. He wanted to make pet food available in India at affordable prices. Drools is a big brand with turnover of Rs 800 crore and is growing at an annual rate of 40%.

He was born in Rajnandgaon in Chhattisgarh. He found that there was the dominance of foreign brands in India’s pet food market. These imported products were expensive and didn’t have good quality of  nutrition, according to him. He launched Drools in 2010 to produce affordable and high-quality pet food in India.

He was backed by IB Group, which was dealing in poultry and livestock feed. They started supplying ingredients and refined the manufacturing process. He also wanted to provide locally-made products to Indian pet owners so they can meet their specific needs.

But he faced many challenges in this process. He had to convince shopkeepers and also educate pet owners about his products. He started earning trust from his customers for his products.

Drools has now expanded to over 22 countries like Australia, the UAE, and Israel. Today, it is India’s second-largest pet food brand with turnover of Rs 800 crore.

Drools  also has a portfolio of over 650 products like dry food, wet food, treats, and supplements. These fulfills the nutritional needs of both dogs and cats and for their different breeds. The company has six manufacturing units and has a warehouse network of 1.6 million square feet.

Drools has over 3,400 staff members out of which half work in sales and distribution networks.

Drools offers science-based nutrition and design products as per the advice of nutritionists and animal experts. It also has online and offline distribution channels to reach their customers.

The brand, associated with celebrities like Kareena Kapoor and Ananya Panday for their endorsement.