Pet Care
Dr. Shashank Sinha On Building a Profitable Multinational Pet Brand
In the first episode of The Brand & Beyond, Dr. Shashank Sinha, CEO of Drools India, discusses leadership, growth, and brand building.
1. Introduction and Career Transition
Dr. Shashank Sinha, you started as a veterinarian. How did that journey lead you to the role of CEO, and what has it been like building Drools from the beginning?
Dr. Shashank Sinha: This is a very normal and frequently asked question; the first time this was asked was not when I became the CEO, but during my MBA interview when the guy asked me what a vet is doing in an MBA. I struggle with these questions every time, but I always say that I’m a vet first before running a company, and I’ll be dying as a vet—that’s for 100% sure. I did practice as a veterinary doctor in a clinic in Gurgaon, but I realized within a year that I could impact pets in a much larger way if I did something different besides only practicing. After my MBA and working with big corporates, I landed in Drools, where I have spent close to nine and a half years. Connecting the dots, it was one of the best decisions I took to work for a pet food brand and impact thousands of pets.
2. The Vision for Drools and Pet Education
Is your family also into this field?
Dr. Shashank Sinha: No, everybody is a banker there; my father is in the Reserve Bank of India and 99% of my people are in banks. My love for pets increased when I had a pet for three years during my hostel life at Jammu Veterinary College. Being a veterinarian first is an advantage for me; when people talk to me, they don’t just see a business person, they see someone who understands pets and the whole industry. I consider myself a techno-commercial manager who understands the subject matter and can run it as a business with empathy.
How is Drools working towards brand loyalty?
Dr. Shashank Sinha: Apart from providing balanced nutrition, Drools works toward building the whole ecosystem. Our recent “Back of the Pack” campaign tells customers to read the ingredients before buying any pet food. We want to develop awareness because the category in India is still very nascent. We want customers to know the difference between real chicken and a byproduct. The problem is the consumer (the pet) is not the buyer, so we have to bridge that gap and empower the customer.
3. Pet Nutrition and Health Myths
Are there particular foods a pet parent shouldn’t feed their pets?
Dr. Shashank Sinha: Sugar is very bad, as are chocolates and raisins. The most difficult part is changing food habits; Indians want to feed pets exactly what they eat because of unconditional love. However, nutritional requirements are different; for example, a Saint Bernard adds 250g of muscle mass every day during its early life, which human food cannot support.
Have you received any weird feedback?
Dr. Shashank Sinha: I once got a comment on LinkedIn asking why I was doing “business” with pets because it’s an emotional connection. But we cannot be a charity if we want to do real good work. It’s about how ethically you do it.
4. Brand Ambassadors & Social Responsibility
Drools has partnered with multiple brand ambassadors over time. What is the thinking or criteria behind choosing the right face for the brand?
Dr. Shashank Sinha: We have more than 12 or 13 at a time, but one non-negotiable criterion is that they must be a pet mom or a pet father. Our office is also pet-friendly. Additionally, our ambassadors collaborate with us to donate food to NGOs across the country. We donate three months of food for free to shelters where adoptions happen. These ambassadors help bridge the knowledge gap, such as making parents aware that dogs can also get diabetes. In India, Bollywood and Cricket work best for content, so we picked Bollywood.
5. Addressing Obesity and Lifestyle
Are certain cat colors destructive, or is obesity a major issue?
Dr. Shashank Sinha: Color is a myth, but managing energy is key. Every second or third Labrador in the country is obese. This is a lifestyle disease because they have less movement on home tiles and often eat home diets high in carbohydrates. While humans draw energy from carbs, pets need 80-90% of their energy from proteins. Drools works with pet influencers, channel partners, and veterinary colleges to spread this awareness.
6. Market Growth and Competitive Edge
Drools initially targeted consumers who were purchasing cereals for personal consumption. What research insights informed this decision?
Dr. Shashank Sinha: Eight to ten years ago, we looked for people trying new things like cornflakes with cold milk—those moving away from traditional Indian breakfasts—as they might be willing to try packaged pet food. Today, we are the biggest pet food brand in India by volume. We are the first multinational brand in pet care from India, exporting to 22 countries including Australia and New Zealand.
With around 38% market share today, how is Drools planning its journey towards becoming a unicorn?
Dr. Shashank Sinha: It may be more than 38% now. We were valued at 5,000 Crore during our first funding, but we are a profitable company chasing value for pet parents rather than just numbers. We have over 50% market share in cat food and prescription diets. Our vision is to be known as a multinational brand from India, and you will see “Made in India for the World” on our packs.
7. Verifying Quality and Humanization
As a vet, are you involved in formulations?
Dr. Shashank Sinha: We have an expert team and consultants from the US, but I share market cues. I personally meet 20 customers every month to understand their needs, like requests for salmon flavors or expensive cat food.
Can a human consume Drools dog food?
Dr. Shashank Sinha: I can guarantee you can consume Drools because the ingredients are human-grade. I have tasted our pet biscuits many times. It’s not “dog food”; it’s food for dogs. We even have Drools Vegan, which is 100% vegan and uses no milk or meat, serving markets like Rajasthan and Gujarat.
What trends are you seeing in India?
Dr. Shashank Sinha: Humanization and premiumization are happening fast. We see pet birthday parties, pet resorts, and even airlines like Akasa allowing pets under 10kg. There are even startups creating pet schools for socialization while parents are at work.