Drools has become the first Indian manufacturer of pet food to begin operations down under after obtaining the necessary import permits for Australia.
Among the chief products that the brand will be exporting are Dry Dog Food, Dry Cat Food in multiple flavors, and the Absolute Calcium Bone. Drools will be distributed in the Australian market through Arka Global, an established FMCG supplier in the country. Pet food, incidentally, will be a new product category in Arka Global’s portfolio.
Drools will make its Australian debut in Sydney before establishing a presence in other cities. The entry into Australia is part of an expansion strategy by Drools to grow its presence beyond Asia, the Middle East, and Africa.
Shashank Sinha, CEO of Drools Pet Food Private Limited said, “Australia is one of the world’s largest and most lucrative economies. Expanding to this market allows us to unlock new global opportunities and scale up internationally. Working on the import licenses and compliance required by the Australian government has been a learning curve for us as a company. These processes will now give us headway in our expansion plans for Europe and USA.”
Swaroop Babu, Director, Arka Global, the Australian distributor for Drools, “Arka Global is delighted to announce that we are successfully partnering with the leading pet-food brand, Drools in Australia. With more than three decades of experience in animal nutrition and a wide range of healthy pet-food products, Drools has transitioned themselves from a homegrown brand to one of the fastest-growing international brands.”
While studying the market in Australia, Arka Global found a potential gap when it came to semi-premium pet foods.
“What we’re looking to deliver to the Australian market is high-quality ingredients at competitive prices, and Drools distinguishes themselves by offering clean ingredients comprising of real chicken and fish which gives customers the confidence that they’re buying a quality product. With a market size five times bigger than India, we are excited to launch Drools in Australia this year,” Babu added.
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In Australia, the Department of Agriculture, Water, and the Environment issues import permits for pet food. The applicant - or, in this case, the importer - has to submit the application and provide all compliance, manufacturing plant and process details, product details, and quality-control measures, as required. The evaluation process includes an audit check of the manufacturing process to ensure that the products are safe and standardized.
After the Australian market, Drools aims to start operations in New Zealand and parts of Europe in the second quarter of 2022. Growth expansion will continue to be the strategy in the coming years, with a focus on capturing newer markets, building a larger market share, and scaling profits, to further maximize impact and consolidate the brand’s position in the industry.