RCPL Unveils Waggies — A New Brand Committed to Democratizing Pet Nutrition in India
RCPL announces the launch of Waggies, a pet food brand designed to make high-quality, science-backed nutrition accessible and affordable to pet parents across the country. With Waggies, RCPL aims to redefine everyday pet care by delivering complete, balanced, and superior nutrition at value-driven price points.
A Mission to Make Nutrition Accessible
Waggies is founded on the belief that every pet deserves the right nutrition — not just a select few. Guided by this philosophy of “From Few Households to Many,” Waggies seeks to bridge gaps in affordability with pack starting from INR 199/Kg , trial accessibility, and availability, enabling more pet parents to make healthier choices with confidence.
What Sets Waggies Apart
The Waggies portfolio is built on science-led formulations enhanced with herbs, DHA for brain development, essential vitamins, and highly digestible ingredients for holistic health. The brand offers two key product lines:
Waggies — Chicken & Vegetables
∙ 45% extra protein (20% higher than many mass-market offerings)
∙ Supports strong immunity & bones
∙ Promotes healthy digestion
∙ Enhances skin & coat health
∙ Provides balanced all-day energy
Waggies Pro — Chicken & Vegetables with Added Herbs
∙ 32% protein and 14% fat for optimal nutrition
∙ Prebiotics for digestive support
∙ Boosts overall vitality & immunity
∙ Strengthens joint health
Waggies is formulated to deliver superior value—balancing enhanced nutrition with affordability.
Accessible Pricing & Trial-Friendly Format
To encourage easy adoption and frequent feeding, Waggies is priced with value at the core:
∙ Waggies starting at ₹199
∙ Waggies Pro starting at ₹249
∙ 100g trial packs at ₹20 to drive sampling and trust-building among new consumers
Go-to-Market Strategy
Waggies will be rolled out through a consumer-centric distribution approach focusing on:
∙ General Trade and Semi-Urban outlets in Tier-2 hubs to boost availability ∙ Omnichannel presence across pet specialty, organized retail, e-commerce, and quick commerce ∙ A robust expansion roadmap targeting rapid reach and accessibility nationwide
Purpose-Led Brand Philosophy
Waggies is built on the guiding idea: “Care like family, feed like health.”
This purpose positions Waggies as a brand that couples emotional care with scientific nutrition, resonating strongly with emerging, health-conscious pet parents in Tier I and Tier II cities.
Consumer Engagement & Communication
The brand will adopt a digital-first strategy featuring storytelling, influencer voices, and veterinarian advocacy. On-ground sampling and community-led activations will further drive awareness, trial, and trust.
Future Expansion
RCPL plans to expand Waggies into a comprehensive pet nutrition portfolio, including:
∙ Dedicated dog and cat food ranges
∙ Vet-prescribed diets
∙ Functional nutrition supplements
∙ Age- and need-specific formulations
With Waggies, RCPL is committed to elevating pet well-being across India by making balanced, high quality nutrition within reach for every pet parent.