Leading food and nutrition company Nestle S.A. has forayed in the pet food segment in India by setting up its wholly-owned subsidiary Purina Petcare India Pvt Ltd. The company on Monday said that it has launched premium dog food brand Purina Supercoat in the country.

Varindra Sewak, Managing Director, Purina PetCare, said: “With the launch of Supercoat in India, we kick-start our mission to raise the standards for pet nutrition.” He said that pet owners in India are increasingly becoming aware and are focusing on providing the best nutrition for the pets to ensure their health and well being. “We will bring our global portfolio to India to cater to these consumers and become a significant player in the rapidly growing pet food category,” he added

The company said that with an estimated 19 million pets, the domestic pet food industry has a huge potential to grow and is expected to double in size in the next five years. “With the launch into the Indian market, Nestle Purina PetCare will be investing for the long term and aims to have a robust portfolio of its global brands to meet the needs of pets,” the company added in a statement.