Allana Consumer Products Ventures into Pet Nutrition with New Cat Food Line

Mumbai, 11th February 2025: The pet care industry in India is experiencing rapid growth, with the cat population now exceeding 6 million. This surge has sparked a thriving cat food market, driven by a growing demand for premium, specialized nutrition tailored to the unique needs of feline companions.

Recognizing this opportunity, Allana Consumer Products Ltd. (ACPL) has launched Purrfeto, a premium range of cat food for kittens and adults. Backed by Allana Group, a globally trusted name with 160 years of expertise, Purrfeto is designed to meet the specific nutritional needs of cats while appealing to their refined tastes. Purrfeto represents ACPL’s ambitious foray into the cat care segment, building on its reputation for delivering high-quality, protein-rich pet food.

To amplify the launch, Purrfeto introduced the Cattitude: Relax from Home campaign, a playful and engaging initiative celebrating the relaxed, carefree spirit of cats. The campaign invites pet parents to embrace the tranquil essence of feline life, making Purrfeto not just a product but a lifestyle choice for cat lovers. To amplify the campaign’s reach, popular influencer Jannat Zubair also joined forces with Purrfeto, bringing her infectious energy to the campaign while perfectly embodying its light-hearted tone.

Raghavendra Rao, CEO, Pet Food – ACPL, commented, “Through this campaign, we aim to strengthen our connection with cat parents while promoting a premium product that prioritizes the well-being of cats. The campaign also includes a special celebration for the winners and top participants, creating a vibrant community of cat enthusiasts engaged in the brand’s vision. As the trend of keeping indoor cats grows in India, Purrfeto is primed to lead the market with its focus on innovation, quality, and a deep understanding of cats’ nutritional needs. With every bite, Purrfeto promises to enrich the lives of cats and their families, ensuring cats not only live but thrive.”

Rao also highlighted the potential of India’s burgeoning pet care market, which is expected to grow at a compound annual growth rate 30% year-on-year, driven by increased pet ownership and a shift towards premium and specialized pet care products. “The cat food segment is seeing accelerated growth, with discerning pet parents increasingly prioritizing health-focused, high-quality options. Purrfeto aims to capture this momentum, offering products that not only meet nutritional standards but also delight even the most discerning feline palates,” he added further.
The Cattitude: Relax from Home campaign offers an exciting opportunity for participants to win ₹1 lakh by simply relaxing at home—emulating the serene and carefree lifestyle of their cats. This unique challenge has struck a chord with pet parents, encouraging them to bond with their cats and embrace the joys of relaxation.

The campaign features an array of dynamic activities and content, including street activations, meme-based social media engagement, and short films that highlight the humor and charm of cat-inspired relaxation. The Cattitude campaign is further amplified with reels and extended video cuts, making it easy for audiences to connect with the brand’s playful and carefree spirit. Garnering over 6.6 million views, 1,10,000 interactions, the campaign reached over 40 Lakh people. This indeed made the brand increase its followers to 18.2K in just few days.

Purrfeto’s offerings include dry and wet cat food for young and adult cats. Dry food flavors like Chicken & Rice, Chicken & Ocean Fish, and Chicken & Salmon, alongside wet options such as Ocean Fish in Gravy and Tuna Platter in Jelly, ensure delicious and nutritious choices.

For records: Every recipe is fortified with:

• Taurine, an essential nutrient for heart, brain, and eye muscle health that cats cannot produce on their own.
• Cranberry extract, which helps lower the risk of urinary infections, a common issue among cats.
• Psyllium husk and methionine, aiding in the smooth excretion of hairballs and supporting digestive health.
• Omega-3 and Omega-6, ensuring a glossy and healthy coat.