Reliance Consumer Products to Launch Waggies Pet Food with Aggressive Pricing Strategy

Overview

Reliance Consumer Products Limited (RCPL) is set to enter India's rapidly expanding pet food market with its new brand, Waggies. The company plans an aggressive pricing strategy, undercutting major competitors by 20–50%. This move mirrors RCPL's successful 'value-led' approach used for Campa Cola and aims to capture a significant market share by making Waggies available in tier-2 markets.