About the Brand
Absolut Pet is a US-based pet health supplements brand founded by Vijay, Vaishnavi, and Jahanavi. Known for its commitment to quality and innovation, the brand expanded its horizons to the Indian market in October 2024 with a direct-to-consumer (D2C) approach.
Absolut Pet’s mission is to deliver effective, natural, and science-backed health solutions for dogs. Their foray into the Indian market reflects their ambition to address the growing demand for premium pet health products in a rapidly evolving pet care industry.
Background: Equipping a Capable Team with A High Potential Product
When Absolut Pet decided to enter the Indian market, they sought a partner who could uphold their high standards and deliver tailored solutions to meet the unique demands of Indian pet parents. This is when they connected with Innomalous.
The team had rich experience in digitally marketing D2C consumer products and hoped to leverage their expertise in a growing industry.
Our team analyzed their requirements to assess a two-fold need.
1. Launch High-Quality Dog Health Supplement Chews in India
Absolut Pet aimed to introduce an effective and 100% natural supplement chews for dogs to address common health concerns. This product needed to reflect their core values of science-backed efficacy, natural ingredients, and dog-approved palatability.
2. Introduce an Add-On Product for Optimum AOV
Absolut Pet sought a complementary product that would appeal to Indian pet parents and seamlessly integrate with their flagship offering to achieve their target Average Order Value (AOV) on their website. The add-on product needed to be convenient, high-quality, and popular among dogs to drive incremental value.
Recognizing the potential to make a significant impact in the Indian pet health segment, Absolut Pet entrusted Innomalous with bringing their vision to life.
Strategy and Solutions: Market-Ready Products, Await Disruptive Marketing
Innomalous crafted a strategic plan to fulfill Absolut Pet’s requirements, leveraging our expertise, advanced manufacturing capabilities, and comprehensive product catalog.
1. Enter the Market with our Digestive and Gut Health Supplement Chews
Our proactive product development team, continuously studying global pet product trends, identified a growing demand for high-quality pet health supplement chews in the Indian market. Owing to this, we already offer a 20+ product catalog of preformulated supplement chews.
This offering negated the need for expenses on R&D and product development and significantly reduced the time-to-market for the Absolut team.
Drawing from extensive market research and years of expertise, we proposed our Digestive and Gut Health (Pre+Probiotics) Supplement Chews for Dogs.
These chews, made with human-grade ingredients, addressed the pressing issue of digestive health in pets with a holistic approach while ensuring excellent palatability for dogs. We worked closely with Absolut Pet to help them customize the product’s branding and packaging to align with their brand vision and values.
2. Pair it with our Original Chicken Jerky
To address the need for an add-on product, we suggested our Original Chicken Jerky. This product’s existing popularity among Indian pet parents, combined with its high acceptance rate and natural formulation, made it an ideal choice.
The jerky’s nutritional profile and complementary nature to the health supplement chews added value to Absolut Pet’s offerings. By pairing these products, we created an opportunity for pet parents to invest in a holistic approach to their dog’s health, which significantly boosted AOV on Absolut Pet’s website.
Innomalous also provided hands-on support throughout the product development and launch phases. This included guidance on packaging design, product testing, and regulatory compliance to ensure a seamless market entry.
Results: Formidable Products Enable A Remarkable Success Story
The collaboration between Absolut Pet and Innomalous has yielded remarkable results, showcasing the effectiveness of the strategies implemented.
- Within three months of launch, Absolut Pet fulfilled over 2,000 orders through their D2C website, a testament to the strong market demand, the appeal of the products, and the brand’s effective marketing strategies.
- The brand has surpassed the target AOV of ₹1000 per order and is now recording an AOV of ₹1500 per order, thanks to the strategic pairing of the supplement chews with the jerky treats. This demonstrates the effectiveness of the bundled approach in driving additional revenue.
- The products have achieved a 95% acceptance rate among dogs, underscoring their palatability and efficacy.
- Increasing repeat orders from pet parents indicates strong customer satisfaction and trust in the brand.
The pairing of Absolut Pet’s Digestive and Gut Health Chews with the Original Chicken Jerky has proven to be a winning combination for maintaining dog health while delighting pets and their parents.Dr. Anita Sharma Veterinary Nutritionist
Radhika, a pleased Absolut Pet customer shares her experience with Absolut’s products and how they helped her dog’s health!
I’ve tried several pet health products, but Absolut Pet stands out for its quality and effectiveness. Their Probiotics Chews have worked wonders for my dog’s digestion. He’s more energetic, his stool is regular, and he absolutely loves the taste—no fuss at all during feeding time!
The Original Chicken Jerky has become his go-to treat. I love that it’s 100% natural and free from additives, making it a healthy reward I can feel good about giving him. The bundle of chews and jerky is a fantastic combination that not only supports his health but also adds great value.
Absolut Pet’s commitment to using human-grade ingredients and tailoring products for Indian pet parents is evident in every detail. I’m thrilled with their offerings and can’t wait to try the new supplement variants. Highly recommend them to anyone looking for premium pet health solutions!
Buoyed by the success of their initial offerings, Absolut Pet is set to launch three additional variants of the supplement chews in the coming quarter. These variants will address a range of health needs in Indian dogs. Not only will this expansion cater to diverse pet health requirements, but also solidify Absolut Pet’s position as a leading provider of natural, effective, and innovative pet health solutions in India.
