Royal Canin India has awarded its digital mandate to 22feet as the pet nutrition brand looks to strengthen digital engagement and drive awareness around science-backed pet feeding practices in India.
The mandate includes end-to-end digital strategy, social media marketing, influencer collaborations and content-led brand building. Through the partnership, the company aims to deepen engagement with pet parents while positioning breed-specific and condition-specific nutrition as an important part of long-term pet health management.
At the centre of the collaboration is Royal Canin’s effort to shift consumer behaviour from instinct-led feeding decisions to informed, science-based nutrition choices. The digital strategy will focus on educating pet owners about tailored nutrition and the role of specialised diets in supporting pet wellbeing across different breeds, ages and health conditions.
The partnership comes at a time when India’s pet food market is witnessing rapid growth, driven by rising pet ownership and changing attitudes towards pet care. According to the company, the category is projected to reach INR 10,000 crore by 2028 as consumers increasingly seek health-focused and customised nutrition solutions for pets.
Despite this growth, the brand noted that a large section of pet parents still relies on conventional or instinct-driven feeding practices. Royal Canin’s digital-first marketing approach is therefore expected to focus strongly on awareness, education and behaviour change through content, community engagement and influencer-led communication.
The mandate also reflects the increasing role of digital platforms in shaping consumer decisions within the pet care category. Through social media storytelling, educational content and creator partnerships, Royal Canin and 22feet aim to build stronger conversations around responsible pet nutrition and informed pet parenting.
Prateek Sayal, marketing director India - rapid growth markets, Royal Canin, said, “At Royal Canin we are trying to build a modern digital first consumer marketing muscle by blending brand building principles of legacy brands with modern disruptive digital first thinking of a digitally native brand. We are super happy to have 22feet on board. In a short span since 22feet has been on board, we have delivered category beating sales growth and seen a 20%+ increase in brand equity establishing Royal Canin as one of the top pet food brands in the country.”
Sayal’s comments underline the brand’s focus on combining long-term brand building with performance-driven digital marketing strategies to strengthen category leadership and consumer trust.
Speaking about the mandate, Shikha Davessar, managing partner, 22feet, said, “The pet care category in India is at an exciting inflection point, and Royal Canin is one of the leading names driving that momentum. This win deepens our portfolio in a category we understand well. At 22feet, we believe in building experiences that move people to act, and we look forward to applying this belief to a brand that genuinely aims to connect with pet parents in India.”
The partnership further expands 22feet’s presence in the growing pet care segment, where brands are increasingly investing in digital storytelling, influencer marketing and educational content to build consumer engagement and category awareness.
