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Drools: India’s Inspirational Pet Care Brand

Drools Puppy food

Drools: India’s Inspirational Pet Care Brand



Led by Fahim Sultan, DROOLS® is passionate about improving the overall health of pets. DROOLS® range of premium pet food and Daily Nutrition is developed by ABIS EXPORTS (I) PVT.LTD.  DROOLS is the fastest growing pet food company. In just 5 year’s drools has generated 40% market share of pet food and currently is present in 4 countries.



It is part of prestigious Indian Broiler (IB) Group, we have 25+ years of experience in animal nutrition. The IB Group (Indian Broiler Group) is an ISO 9001-2000 certified group is one of the leading multi diversified growing group based at Rajnandgaon in Chhattisgarh state with an annual turnover exceeding 2800 Crores.

IB Group is one of the largest integrated poultry company with a capacity of 10 million birds. To have the best performance and lowest production Cost Company made massive investment on technology, infrastructure & system management and has high tech advanced pellet feed plant with 1850 TPD capacity.

The group is into 8 core species for nutrition (Poultry, Fish food, Dog food, dairy, Lab animal food, Cat food, Horse food)

IB Group’s Soya business is multifaceted and is focussed at production of highest quality of edible oil and soya bean meal. The solvent extraction plant is highly mechanised and produce Soya DOC with 50%-52% protein content, with controlled fibre free from oil residue, ash and sand & silica making it one of the finest in the country. This is possible only through sustained levels of cleaning, storage and monitoring arrangements.

Promoter/Director: Fahim Sultan

Company Vision: To provide real nutrition to ensure the wellbeing and health of the pets as we reach to  each and every pet parent.

Company Mission: To use state of art technology , and break through innovation to produce high quality product to cater to need of each and every pet parents  with a portfolio of pet food.

Ethos of the brand: Real and clean nutrition which is highly palatable and helps the pet to reach it highest potential to live and health life. we believe:-

Countries the brand is present: India, Nepal, Bangladesh,Srilanka

Drools 3 kg ADULT CHICKEN AND VEGETABLE - FrontThe unique value proposition of the Brand: the functional, emotional and differentiating product benefits that have contributed to providing an enduring brand experience to customers?

Real nutrition for your pet with no by products, which is highly palatable and helps the pet to reach its highest  performance level by fulfilling its complete nutritional requirement

DROOLS believes in its product delivery and customer centricity. The proof of same is a “100% PRODUCT REPLACEMENT GUARANTEE” which comes with all packs in case the pet refuses to eat providing a hassle-free experience to the pet-parent.

In Conversation with Drools, India’s Inspirational Petcare Brand

An insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception.

With a market scenario with only 3.6% of pet population on pet food, sampling of our product has been a great tool for penetrating our consumer base. We have not only used digital media but also pet related event a platform for sampling. Drools has also used all dog shows and other dog related activities with parents for sampling. This segment also depends a lot on opinion of key influencers, so we have worked with the key influencers, which in our case are the veterinarian and breeders rallying the benefits of pet food. We have  special program for breeders where not only help to update them about the changing neonatal management techniques and also about the unique benefit of pet food

How has the brand extended its presence to the frontiers of internet advertising and social networking?

We have used social media for sampling like facebook. We have also used occasion like new year when partying is the most important thing we planned our campaign around tips of partying with pets. 


Fahim Sultan

Fahim Sultan, Founder, Drools receiving the award of India’s Inspirational Brand in Petcare at the Global Indian Excellence Summit, London from Lord Swraj Paul and Prof. Malcolm McDonald

How has the brand derived strength from innovation as a sustainable differentiating strategy adding to long-term brand equity? Please provide a few instances of measures implemented towards this goal.

  • The innovative edge that DROOLS has, is its supplement, ABSOLUTE. The semi-moist kibble meets the nutritional requirement of vitamins and calcium of a pet. The skin and coat formula helps in the shiny and healthy coat. The nutritional requirement of diseased pets is different from humans. Keeping this in mind, VET-PRO, the prescription diet was designed for the Indian market. 
  • In 2017, Drools engineered into specialized nutrition for BREED HEALTH Nutrition such as Pug, Labrador, Rottweiler and German Shepard.
  • Pet Nutritionists across the world believe that home cooked food lack in the nutritional balance that is required by the pet. Understanding the basic requirement of nourishment, House of DROOLS launched their economical brand-PUREPET
  • Sausages and Wet food require manufacturing excellence and House of DROOLS has shown in that area. Understanding that, Drools came up with a supplement in the wet format which not only takes care of vitamins  and  calcium requirement and can be added to any to any food to enhance the taste.


What is the key leadership values that drives the brand

  • Fahim Sultan, Director-IB Group, is a man on a mission who started the pet food division and brand DROOLS alone in 2010 which now boasts of number 2 position, 300+ employees and 500+ distributors/business partners. As in his signature Calvin Klein look, he strongly believes in creating a distinct brand identity and not just copy the other multinational brands. DROOLS is poised to take the “thought leadership” position in the category in the next 2 years.
  • A great believer in his team and employees, he is often found quoting “I have the best team” which has made DROOLS one of the “best workplace” in the pet food industry. His vision to find the best talent in the industry has led to the joining of many professionals from other MNC’s in and across the industry.
  • Fahim Sultan is hands-on with product innovation and believes its critical for success in a competitive landscape. This has led to the company having an extensive range of 250+ SKU’s catering to various customer needs.
  • An avid Apple user himself, he believes tech- adoption is the key to staying ahead and has invested extensively in SAP ERP, Salesforce automation, and ROAMBI BI tools.

Employee Training & Development

Training and Development play a key role in the growth of our organization . A process starting with Training need Analysis among the employees to understand their present status and then design the needful to elevate their level in terms of skill development .

With the entry of a new joinee we have a well-defined INDUCTION training program where the employee is made to go through a detailed orientation about the organization since its inception. The same is being followed by soft skills basics and the value proposition and the pride to be associated with the organization.We conduct both the external and internal workshops as per the training need. Both the trainings are based on various subject matters depending on experience and need analysis of the employee . We practice, leadership initiatives through projects, training etc.   

Kindly elaborate on your existing & potential CSR activities.

IB Group is highly recognized for the CSR activities practiced in the state of Chhattisgarh . The vision of IB Group , has the noble task of providing “Nutrition to Nation”, apart from this the vision of promoting education  and a proper life style to the kids from below poverty line families . The nice gesture of “giving back to the society” has played a prominent role behind the growth Aziz Public School under Aziz Trust . Aziz Public School has a strength of more than 5000 students from various remote villages of the state of Chhattisgarh. We have 350 units covering more than 17 villages across the state. We conduct social awareness program on why education is necessary and why a life style is necessary for the kids . Our intention, is  to reach that strata of the society where the families cannot afford the education alike others . We are looking forward to develop such projects in near future. 

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