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Mars launches canine food brands in India

Raksha Hegde

The US-based confectionery and pet-food major Mars Inc will be launching various pet food brands in India shortly. Mars, who feels there is a huge canine food market in India, has decided to launch its world renowned dog food brand 'Pedigree'.

According to the company, Pedigree is the largest selling dog food brand worldwide. While the company has already soft-launched the product in Hyderabad and Bangalore, it will soon be expanding the market for the product to other cities.

A Mars official said, "The company has decided to introduce its dog food brand after extensive research on the market in India. The vet food market has not been concentrated upon and is a niche segment."

While Mars is currently importing the dog food brand, it has plans to set up a manufacturing unit in the country. The Pedigree brand will be available in the market in packs of 500 gm and 1.5 kg, originally with the chicken flavour.

Mars Inc will also launch its cat food brand in the coming months, through it wholly owned subsidiary Effem India. The Mars array of food brands include 'Pedigree' and 'Pedigree Pal' for the canines, and 'Sheeba' and 'Whiskas' for cats.

The company had announced plans of setting base in India in December last year to locally manufacture its brands of chocolates - Mars, Milkyway, Snickers - through Effem India.

The company had announced that along with its well known chocolate brands, it intended to launch biscuits and food products such as sauces, seasoning and different types of snacks in the year ahead.

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