Drools Founder Fahim: Building India’s Leading Pet Food Brand

Meet Fahim: the founder of Drools, an Indian pet food startup

SUMMARY

Introduction:

Drools is one of India’s biggest names in the pet food industry. If you have a dog or a cat at home, there is no way you won’t have their products at home. An Indian pet foods and care company, Drools has become a household name with pet parents for providing superior quality nutrition and for being a trusted brand when it comes to their dogs and cats.

The company aims to make pets healthier and happier. Fahim Sultan’s hard work and determination have helped Drools to become a leading pet care brand. In this article, we’ll explore Fahim Sultan’s journey, the early days of Drools, its smart market strategies, and its plans to take the brand global.

Fahim Sultan: Early Life and Education

Fahim Sultan Ali founded Drools in 2010 to address the concern for the lack of nutritious and affordable pet food in the Indian market. Curious and hard-working as a child of a modest family, Fahim grew up in India. Fahim Sultan worked for the IB Group, where he received a strong background in management and entrepreneurship.

While there, he learned about animal nutrition and pet care and that’s when he saw a flaw in the Indian pet food market. It was a time when people didn’t talk much about taking care of pets in India. Pet owners demanded better food for their furry friends, but options were few, with mostly overseas companies providing overpriced products.

Fahim saw an opportunity in the market for such transactions and converted his passion for animals into a business. He had experience in this sector via IB Group, a poultry and animal feed company. He used the knowledge he gained there to create a brand called Drools, offering quality pet food.

The journey of Drools

The name Drools came from the way pets drool over tasty food. The company’s mission, since launching in 2010, has been to offer lower-cost but quality pet food that has better nutrition for dogs and cats. It was tough in the beginning. Fahim began with a small amount of capital, starting with dog food first. He built a team that included vets and nutrition experts to create recipes.

Dr. Shashank Sinha (now the CEO) joined Fahim later during his journey. He is a veterinarian who played a key role in blending love for pets with smart business. The company grew slowly under Fahim’s leadership and by 2015, Drools expanded its services to cat food and treats.

Fahim wanted Drools to be a brand that pet parents could rely on for both quality and affordability. Unlike many competitors who imported expensive pet food, Drools focused on creating products locally, tailored to the needs of Indian pets. Drools used real ingredients like chicken, fish, and veggies, without junk fillers to create the pet food.

Achieving unicorn status

From a modest idea, Drools is now a household name in India, erasing the belief that local brands can never compete with the likes of international brands like Pedigree. Drools didn’t become huge overnight. Right from the start, they have focused on creating good, pure products with high-quality ingredients at prices most people can afford. It put them in the market with a favorable image.

They grew slowly and by 2023, Drools commanded a 38% share of India’s pet food market. Back then, the startup had raised 60 million USD from L Catterton, a leading global investment firm. That money allowed the brand to get in front of more people, optimize its products and build an online presence.

The bigger movement was when the globally renowned brand Nestlé bought a stake in Drools. The deal pushed Drools’ valuation over $1 billion, making it the first Indian pet food brand to turn unicorn. The pet food market in India is booming as more people are adopting these furry friends.

Early challenges:

Like other startups, Drools also faced challenges in its early days. The Indian pet food market was dominated by international brands, and convincing pet owners to trust a homegrown brand was a challenge. They had problems with supply during the pandemic. Fahim and his team overcame that by investing in their own factories, so they could control quality. This in-house approach helps to control costs and to guarantee fresh goods.

Another problem they identified was the ignorance around pet nutrition in India. Back then, many pet owners were uneducated about how important balanced nutrition was, and fed their pets home-cooked food. Drools organised community workshops and collaborated with veterinarians to promote responsible pet care.

Financial restraints were a barrier as well. With little startup money, Fahim bootstrapped the company in the early years, reusing profits for expansion. Persuading investors to back a homegrown pet food company in a market dominated by international brands is challenging. Today, Drools sells millions of bags yearly and is growing rapidly.

Market strategies

The reason behind Drools’ popularity is its detailed and smart planning. Their main strategy is “value for money.” The brand offers high-quality food at affordable prices and pet owners love this approach. Drools focuses on nutrition, with formulas that help pets stay healthy by boosting immunity. Marketing is another key. Drools spends a part of its earnings on online advertisements.

This digital push helps them reach young pet parents who shop on apps like Amazon or Flipkart. They also partner with vets and pet stores for recommendations, building trust. They supply their products everywhere, from big supermarkets to small shops. The brand also grows by learning from feedback, like when pet owners say they want grain-free options, Drools adds them to its variety.

Expansion plans and the road ahead

Drools’ future looks exciting, with big plans to grow and expand beyond the Indian market. They will invest in new technologies and set up bigger factories. This will create more jobs and better products. Drools aims to export its products to more countries. They’re targeting Europe, the US, Russia, and Asia.

Fahim wants to project Drools as a global brand with Indian roots. They’ll adapt recipes for different pets, like tailored food requirements for American dogs. They are also coming with new flavors and eco-friendly packaging. Drools will likely offer its own pet healthcare services. The company is poised to become a top player worldwide.

Conclusion:

From a tiny startup by Fahim Sultan in 2010 to a billion-dollar unicorn by 2025, Drools’ story is about dedication, strategic moves and pace that sets trends. It’s a little reminder that with effort and the right approach, achieving success is possible.

However, even amid the initial struggles, the brand’s commitment to quality and affordability played its part in winning over the trust of millions of pet parents across India. The company is starting its global journey with the same mission that got it going in the first place: to make pets healthier and happier. In this article, we looked into how Drools has evolved from a small startup to a billion-dollar brand.