Bengaluru, Aug. 26 -- Wipro Consumer Care and Lighting has joined a growing list of fast-moving consumer goods (FMCG) companies entering India's pet food market, launching its dedicated dog-food brand Snuggles as established consumer firms increasingly bet on rising pet ownership and the shift toward packaged nutrition. Mint was the first to report last November about the Bengaluru-based company's plans to enter the category.

Snuggles will initially launch in Hyderabad, where pet penetration exceeds 20%, more than double the national average of 8-10%, according to Anil Chugh, president of the foods business and chief operating officer of new business at Wipro Consumer Care and Lighting.

India's pet population expanded from 28.4 million ...