Today, the Indian pet care market stands as the world’s most rapidly expanding pet care market. In 2019, there were approximately 20 million pets in India, but now this number has exceeded 38 million and is expected to touch 54 million by 2027.
Zenex Animal Health realizes the considerable potential of the growing pet care industry. To capture a slice of this market, the organization has launched an exclusive Companion Care division, Pawphilia. The name was revealed with a launch AV which portrayed the strong bond between pets and humans. Post this, Dr Arun Atrey revealed the entire line of Pawphilia products. The launch took place at an Ahmedabad Hotel in the presence of leadership team of Zenex Animal Health along with the newly recruited Pawphilia team.
The word ‘Philia’ in Greek means ‘affectionate love’. PawPhilia encapsulates the deep emotional connection and love that humans have for their pets (Paws).
On the occasion, Dr Arun Atrey, Managing Director and CEO, Zenex Animal Health, congratulated the entire team who worked hard for the launch event and conveyed best wishes to the field team for exploring the immense potential Pawphilia has in the pet care market.
He said, “Our pet industry is in the nascent stage. We are yet to see the big picture. In the developed countries, the percentage of monthly income spending on pets is high. In US, they have reached that stage where they can afford it and where families are very small. India is also moving towards the same stage. Smaller families, huge stress levels so they need pets at home to destress, share their emotions.” Dr Atrey further added, “We have very good products. We are looking for in-licensing and shortly will have some more products. We also have good range of products from Ayurvet and soon will have more researched products. We want to become a distinct company with clear differentiating factor.”
Neti Patel, Head – Pawphilia and Ayurvet divisions, Zenex Animal Health also enlightened the audience with his thoughts and motivated the field team to create a niche in the Indian pet care market as well.
It culminated with an AV revealing the name of the division. It helped to build momentum over time leading up to the main reveal and engaged the audience.
Prior to the launch event, a Pawphilia prelaunch teaser campaign was also launched on the Company’s social media handles, to generate curiosity and anticipation for this new development.