Mars, the maker of Snickers and Pedigree, expects its India business to more than double now that it owns Kellanova. The company sees India as one of the main engines of its growth over the next ten years.
Chief Financial Officer Claus Aagaard told ET that Mars is already growing at double digits in India. He said the country will be a major source of growth for the company over the next decade. Aagaard was speaking at the launch of Mars’ new global capability centre in Hyderabad.
Mars completed its $36-billion purchase of Kellanova in December 2025. The deal brought in three billion-dollar brands: Pringles, Cheez-It and Kellogg’s. They join Mars’ six billion-dollar confectionery brands, which are Snickers, M&M’s, Twix, Dove, Skittles and Extra.
In India, the deal gives Mars a stronger hold in salty snacks and breakfast cereals. Kellogg’s cereals also reach stores and sales channels where Mars’ chocolates and candies have had only a small presence.
Aagaard said growth in India is picking up speed. Shoppers are buying more items and choosing more expensive ones. Mars plans to ride this shift toward premium products, backed by rising household incomes. It does not plan to fight for the cheapest end of the market. Online shopping and quick-commerce apps are also adding to its sales.
Healthier snacking is another target. Mars plans to use Kellanova’s breakfast range to launch more products with added protein and vitamins. In salty snacks, it sees Pringles as the brand to build up in India. Aagaard said Mars will keep making items suited to local tastes and will improve their quality and health score where it can.
Pet care remains a large opportunity. Mars is the world’s largest pet care company and leads the Indian market with more than 50% share through brands such as Pedigree, Whiskas, Sheba and Royal Canin. Aagaard said there is still plenty of room to grow. Seven in ten pet owners in India have a pet for the first time, so the market is still young.
Mars estimates that packaged pet food makes up less than 10% of what Indian pets eat. Euromonitor expects India’s pet care market to cross ₹11,000 crore by 2031. Pet ownership has kept rising since the pandemic and is spreading from big cities to smaller towns. Tier 2 and tier 3 markets are becoming more important as more owners learn about pet nutrition. Quick-commerce apps are also helping Mars reach more pet owners.
Competition is growing. Godrej Consumer Products, Reliance Retail, Nestle and Wipro Consumer have all entered the pet food market. Aagaard said Mars will not cut product quality to match the lowest prices.
He also warned that the recovery is not yet secure. Consumer demand is improving in key markets, but rising oil prices are pushing up inflation again, and that could hurt spending.
For now, Mars is clear about where India fits in its plans: more snacks, more premium products and more pet food, with sales expected to double.