ROYAL CANIN INDIA APPOINTS 22FEET AS DIGITAL PARTNER

Royal Canin India has appointed 22feet as its digital agency partner, entrusting it with digital strategy, social media, influencer collaborations and content-led campaigns. The partnership aims to strengthen awareness of breed-specific and condition-specific pet nutrition, tapping into India’s fast-growing pet care market projected to reach ₹10,000 crore by 2028.

Royal Canin India has announced the appointment of 22feet as its digital agency partner, marking a significant step in its ambition to deepen consumer engagement in the country’s rapidly expanding pet care sector. The mandate spans digital strategy, social media marketing, influencer collaborations and content-led campaigns, all designed to build awareness around breed-specific and condition-specific nutrition for pets.  

India’s pet food market is undergoing a transformation, driven by rising pet ownership and a growing emphasis on specialised nutrition. Industry estimates suggest the market could reach ₹10,000 crore by 2028, underscoring the scale of opportunity for brands like Royal Canin. Against this backdrop, the company is seeking to blend the heritage of a trusted global brand with the agility of digital-first marketing.  

Prateek Sayal, Marketing Director India – Rapid Growth Markets, Royal Canin, highlighted the strategic intent behind the partnership: “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.”  

This emphasis on digital transformation reflects a broader shift in consumer behaviour, where pet parents increasingly seek information, recommendations and community engagement online. By leveraging influencer collaborations and content-driven campaigns, Royal Canin aims to position itself not just as a provider of nutrition but as a trusted partner in pet care.  

For 22feet, the win represents both a consolidation of expertise and an opportunity to shape narratives in a category at an inflection point. Shikha Davessar, Managing Partner, 22feet, commented: “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 collaboration is expected to deliver campaigns that combine insight-led storytelling with measurable outcomes, reinforcing Royal Canin’s leadership in the premium pet nutrition space. With India’s pet care market expanding rapidly, the partnership between Royal Canin and 22feet signals a commitment to innovation, consumer-centricity and sustained growth.