Reliance Consumer Products (RCPL) is preparing to enter India’s fast-growing pet foods market with an aggressive pricing strategy that undercuts major brands by 20–50%, according to people directly aware of the development. The company has informed distributors that its new brand, Waggies, will follow the same value-led playbook it used during its Campa Cola launch, one executive was quoted as saying by ET.RCPL plans to make Waggies available across general trade and semi-urban outlets in key tier-2 markets as it targets rapid scale. RCPL typically prices its products 20–40% lower than incumbents across categories such as soft drinks, juices, energy drinks, bottled water and staples — a strategy that has already pushed competitors to boost promotions, widen trade margins or roll out smaller, low-price packs. However, none of RCPL’s brands are national yet.T Krishnakumar, director at Reliance’s consumer products division, was quoted by ET in an interview in June that the company aims to make its entire consumer portfolio available nationally by March 2027. He said RCPL’s focus is on “600 million consumers at the mass end” and on working closely with neighbourhood stores “by giving them margins at today’s cost.”As per a Redseer Strategy Consultants report cited by ET, India’s pet care market is projected to double to $7 billion by 2028 from about $3.5 billion currently, supported by rising pet ownership — with the number of pets increasing to 32 million in 2024 from 26 million in 2019.. Premiumisation and subscription-led services for food, grooming and healthcare are also driving growth, the report added.Key players in the pet-care category include Pedigree, Purina, Supertails and Royal Canin, along with startups such as Heads Up For Tails and Drools.