Love Them Like Family, Feed Them Like Cats and Dogs
New Delhi [India], July 28: Despite growing love and emotional bonding in Indian pet households, pets are still fed like humans -- from the same kitchen, and often the same plate that lacks essential nutrients pets require. Addressing this gap, Mars, Incorporated, a global leader in pet care products and services, has launched 'Feed Them Like Cats and Dogs,' a campaign each for the Pedigree® and Whiskas® brands on raising awareness about the specific nutritional needs of dogs and cats. The message is simple and universal: pets may be family, but their nutrition requirements are biologically different.
In the Pedigree® brand film, a pet parent realises that dogs respond to their own natural instincts, especially around food. The Whiskas® brand film captures a quiet bonding moment where the pet parent comes to understand that while we treat cats as part of the family, their nutritional needs are uniquely their own. The campaign has been created by BBDO India and BBDO Guerrero, respectively.
The Pedigree® brand film
The Whiskas® brand film
The campaign is supported by a recent survey conducted among Indian veterinarians, which captured observations on what pets are being fed and the impact this has on their health. According to the findings, nutrition gaps are widespread among pets fed home prepared diets. Most vets recommend complete and balanced packaged pet food as a safer and more consistent option. Many vets report visible improvements in digestion, energy, and coat health when pet parents transition to packaged pet food. Key findings include:
Imbalanced pet bowls: 9 in 10 vets say Indian pets lack proper nutrition.
* 91% of vets say packaged pet food is the best way to ensure calorie precision and complete nutrition.
* 88% of vets agree that home-cooked food is not enough to provide adequate nutrition to pets.
* 86% of vets are concerned that feeding human food that lacks essential nutrients, or the right proportion of nutrients leads to nutritional imbalance, and toxicity.
* 79% say pet parents are willing to learn -- but lack awareness.
Stop feeding from your plate: say Indian vets as pet illnesses surge.
* 69% of vets say a common mistake made by Indian pet parents is ignoring veterinary recommendations and giving homemade diets without professional guidance.
* 65% of vets recommend feeding packaged pet food instead of human food and avoiding unsafe foods as the top way to ensure healthy feeding at home.
Difference is visible: benefits of switching to packaged pet food.
* 70% of vets noted better weight control in pets.
* 66% saw increased energy in pets.
* 61% observed fewer digestive issues in pets.
Dr. Umesh Kallahalli, Senior Veterinarian & Small Animal Consultant, Bangalore, said, "We regularly treat pets affected not by lack of care, but by habits driven by emotion rather than nutritional understanding. Pet parents today are more attentive, more involved, and more loving than ever. However, home-cooked food, no matter how wholesome it seems, does not provide what pets truly need, unless formulated by a qualified veterinary nutritionist. We see the effects every day -- fatigue, weak immunity, dull coats, and digestive issues. These are not signs of neglect; they are signs of misinformed love. That is what makes campaigns like these on feeding the right nutrition to pets by Mars an imperative for a country like India."
Salil Murthy, Managing Director, Mars Petcare India, said, "We are seeing a generational shift in how India relates to pets. They are companions at the heart of the family, but this emotional closeness has also created blind spots especially with respect to pet nutrition. Feeding choices by pet parents in India are often guided by sentiment, not science. Our campaign is helping pet parents bring the two together and shift the narrative from emotional feeding to informed feeding. As market leaders, we believe it is our responsibility to educate pet parents on what feeding right truly means and counter the common misconceptions regarding pet nutrition."
Ayesha Huda, Chief Marketing Officer, Mars Petcare India, said, "India needs a step change in how we think about pet nutrition. Despite rising pet ownership and growing affection towards pets, over 90% of Indian pet parents still feed home-cooked food--unaware that it lacks all the essential nutrients pets need to live a healthy, happy life. It is time to shift from emotional feeding to evidence-based care. Backed by Mars 90 years of global nutritional expertise in pet care, the Pedigree® and Whiskas® brands ensure complete and balanced nutrition when fed as recommended."
The high decibel campaign will be visible across pet stores, ecommerce platforms, social media, digital platforms, veterinary clinics, retail environments and the distribution network of Mars. It invites Indian pet parents to reflect on what goes into the bowl -- and whether it truly reflects what their pet needs, to lead a healthier life.
The Pedigree® and Whiskas® brands are scientifically formulated to provide complete and balanced nutrition tailored to the unique needs of dogs and cats. Developed with experts at the Waltham Petcare Science Institute, it ensures pets receive the right nourishment every day, in every bowl.
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As an approximately $55bn family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world's best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, DOVE®, EXTRA®, M & M's®, SNICKERS® and BEN'S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles--Quality, Responsibility, Mutuality, Efficiency and Freedom--inspire our 150,000 Associates to act every day to help create a better world for people, pets and the planet.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Mint
16 minutes ago
- Mint
India unveils first formal rules for drug approval panels in regulatory overhaul
New Delhi: India has issued its first formal playbook for how expert panels should vet new drugs, biologics and medical devices—a move aimed at fixing long-standing concerns about inconsistent and opaque approvals that have delayed critical drug launches and eroded industry trust in the regulatory system. The guidelines, issued by the Central Drugs Standard Control Organization (CDSCO), represent a major overhaul of India's drug approval process and aim to make regulatory decisions faster, more predictable and transparent, according to two government officials and documents reviewed by Mint. The guidelines standardize how Subject Expert Committees (SECs) are formed, how members are selected, and how they must evaluate applications, including the scientific benchmarks and disclosure norms they must follow. The SECs advise the Drugs Controller General of India (DCGI) on whether to clear new drugs, and their decisions have long shaped the trajectory of India's pharmaceutical industry. The CDSCO finalized the guidelines about two weeks ago and circulated them to SEC members for immediate implementation, the officials said. The overhaul follows recommendations from the World Health Organization (WHO), which last year conducted a regulatory review of CDSCO and the office of the DCGI, who heads the organization. The WHO called for stronger transparency and data integrity to align India's system with global standards. India's pharmaceutical industry ranks third globally by volume and 14th by value. It accounts for roughly 20% of the world's generic drug supply and manufactures more than 60,000 products across 60 therapeutic areas. The sector also includes over-the-counter drugs, vaccines, contract manufacturing, biologics and biosimilars. As part of its findings, the WHO urged Indian authorities to implement stronger controls to prevent, detect, and respond to substandard and falsified medical products; to launch a market surveillance program for drug quality monitoring; and to ensure that promotional and advertising claims for medicines are not misleading. These steps are now being implemented by the DCGI and other stakeholders involved in the SEC meetings, according to the officials cited earlier. The SECs play a central role in India's drug approval process, advising the DCGI on whether to approve new drugs, biologics, and medical devices. Each committee includes eight experts—one pharmacologist and seven specialists from research, medical, or regulatory institutions—and requires a four-member quorum to issue recommendations. In the absence of formal guidelines, though, these decisions were often viewed as inconsistent or opaque, delaying product approvals. 'SECs are subject expert committees involved in evaluating approvals of new drugs. Simplification and streamlining the process will help industry in getting drugs approved with predictable speed and more transparency. We appreciate the step taken by DCGI," said Dr. Viranchi Shah, national spokesperson of the Indian Drugs Manufacturers Association (IDMA). Emailed queries to the spokesperson for the health ministry went unanswered at the time of publishing. Clearer mandate, tougher benchmarks According to the guidance document, SEC members must meet strict selection criteria, including a publication record of at least 10 peer-reviewed papers and a citation ratio of 2:1. Experts are appointed for a three-year term and are expected to maintain confidentiality, impartiality, and active participation. Those who fail to attend meetings regularly may be removed. The document specifies that SECs must offer rigorous, science-based evaluations on safety, efficacy, and risk-benefit balance. It outlines the dos and don'ts of deliberations: clinical trial waiver decisions must include clear yes/no recommendations with detailed justifications, and all discussions must remain focused on scientific and regulatory issues, excluding matters such as pricing. 'For new drug and clinical trial applications, the DCGI refers them to the SEC, an expert body that discusses proposals and offers recommendations for approval or rejection. These experts, being external to CDSCO, are not always fully aware of regulatory requirements. This often led to differing, sometimes subjective opinions, a lack of uniformity in decisions, and delays on straightforward matters. Therefore, it's important for the committee to provide uniform decisions, maintain transparency, and offer proper reasoning for approvals and rejections," said one of the two government officials cited earlier, who asked not to be named. The second official added, 'There were persistent discussions during SEC meetings about the absence of a guiding document to regulate or suggest proper functioning. This new guidance note outlines the 'do's and don'ts' for experts. Previously, some companies had even alleged that SEC meetings were not being conducted properly." While officials declined to cite specific past incidents, people familiar with the matter said the lack of consistency and alignment among SEC experts, who advise on key regulatory decisions, had severely affected the functioning of the DCGI in recent years. Industry seeks consistency For years, pharmaceutical companies have raised concerns over the unpredictability of SEC verdicts, especially around clinical trial waivers, which are critical for expediting the launch of generics and biosimilars. The new rules aim to reduce such uncertainty by standardizing decision-making across similar products, unless clear scientific reasons justify a deviation. The document states: 'The SECs are indispensable in the CDSCO's evaluation process due to their specialized expertise, independent perspective and commitment to quality assurance. These committees address complex scientific and regulatory challenges, fostering informed decision-making. By operating transparently and consistently across applications, SECs bolster public trust while safeguarding public health and promoting innovation in the healthcare sector." Public health experts have welcomed the reform. 'Any committee should operate under certain guidance, and it is always beneficial for all members of such a committee to have clarity and a common vision. It's akin to laying down the rules of the game," said Dr. Chandrakant Lahariya, a physician and public health expert. He added: 'The Subject Expert Committee (SEC) is an essential requirement for guiding the drug approvals and other processes in all regulatory bodies. When a new drug is needed, the SEC provides its recommendations to the apex drug regulator. CDSCO is a regulatory organization, and they need guidance from a technical expert committee to make decisions. A regulatory body needs guidance from those who deeply understand the subject."
Time of India
29 minutes ago
- Time of India
Dieticians back traditional Indian foods for lactating mothers, but with a scientific twist
Nagpur: Clinical dieticians and doctors trained in modern medicine are now advocating the use of traditional Indian postnatal foods like 'gond laddoos', and dry fruits to support lactation, but with necessary modifications rooted in science. Tired of too many ads? go ad free now Speaking during World Breastfeeding Week (August 1–7), the Indian Dietetic Association (IDA), Nagpur Chapter and NetProFan, Nagpur Chapter, jointly emphasised that traditional foods, long trusted by Indian households, can still be effective in boosting milk production if consumed in a modern, balanced form. "Traditional Indian postnatal diets were rich in ghee and sugar, aimed at restoring strength and enhancing lactation. But given current issues like postpartum weight gain, gestational diabetes, and anaemia, we need to update these recipes for today's mothers," said Dr Renuka Mainde, convener of NetProFan, Nagpur Chapter. "Instead of consuming heavy ghee-laden laddoos, we now recommend powdered versions of the same ingredients — like gond, nuts, and seeds — with milk or porridge. This maintains nutritional value without adding health risks," she said. Dr Kavita Bakshi, convener of IDA, Nagpur Chapter, added, "Some mothers struggle to produce enough milk due to poor nutrition. Foods like oats, almonds, flaxseeds, fennel, papaya, and leafy greens — rich in B-vitamins, iron, and healthy fats — are natural galactagogues. But all of this should be part of a balanced diet, and not a replacement for proper medical advice." Dr Kavita Gupta, secretary of IDA, Nagpur Chapter, explained how breastfeeding benefits extend to both mother and child. Tired of too many ads? go ad free now "It improves glucose tolerance, reduces risk of diabetes and breast cancer, and lowers high blood pressure in women with hyperglycemia in pregnancy. The longer the duration, the better the benefit," Gupta said. She also cautioned lactating women with diabetes to consult doctors before taking any medicines. "Insulin remains the safest, but Metformin and Glipizide are also considered safe in breastfeeding as they do not significantly pass into breast milk," Gupta said. Chanchal Sahani, joint secretary, IDA, Nagpur, pointed out the added value of breast milk in building a baby's immunity, brain development, and emotional bonding while being eco-friendly and cost-effective. "Breastfeeding is a skill. Proper latch and positioning not only help the baby feed better but also prevent problems like nipple pain, engorgement, and low supply," said Shalini Kotamkar, Life Member of IDA. BOX DIETICIANS SUGGEST * Gond laddoos should be consumed in powdered form with milk or porridge instead of heavy ghee-rich pieces * Use unsaturated fats from nuts and seeds instead of excess ghee * Include iron-rich leafy vegetables, pulses, and whole grains to combat anaemia * Avoid fried snacks with trans fats that delay postnatal recovery * Balance sugar intake in traditional sweets to prevent postpartum weight gain and blood sugar spikes
NDTV
3 hours ago
- NDTV
7 Lesser-Known Regional Drinks Of India That Are Cooling, Hydrating And Mouth-Watering
Show Quick Read Summary is AI-generated, newsroom-reviewed India's long, hot weather has inspired a rich tradition of cooling beverages across its diverse regions. Beyond the popular nimbu paani, lassi, and aam panna lie hidden gems-regional drinks deeply rooted in local ingredients, customs, and climate. These drinks not only reflect the ingenuity of India's culinary heritage but also offer sustainable, local ways to beat the heat naturally. Here are Seven Regional Indian Drinks for Good Hydration: 1. Bel Sharbat Region: Uttar Pradesh, Bihar, Madhya Pradesh Key Ingredient: Bael (wood apple) A traditional Ayurvedic coolant, bel sharbat is made by scooping out the pulp of bael fruit, mixing it with water and jaggery. Rich in fibre and antioxidants, it cools the stomach and aids digestion during hot months. The juice contains essential nutrients like phosphorus, potassium, calcium, and vitamins A and C. Traditionally, it has been used to treat diarrhea, constipation, and dysentery. Check out this quick recipe: Fresh Bel Cooler Recipe 2. Panakam Region: Tamil Nadu, Andhra Pradesh Key Ingredients: Jaggery, dry ginger, cardamom, tulsi Panakam is a sacred summer drink often prepared during festivals like Rama Navami. It's a perfect blend of sweetness and spice, known to hydrate and balance the body's heat. Dry ginger and cardamom are used for their cooling and digestive properties, while tulsi is well-documented for improving immunity. 3. Chhaang Region: Sikkim, Ladakh, Arunachal Pradesh Key Ingredients: Fermented millet or barley Served both warm and cold, Chhaang is a mildly alcoholic drink made by fermenting millet or barley. While typically consumed in winter, a diluted version is used as a summer coolant in some Himalayan villages. The fermentation process enhances its vitamin and mineral content, boosting immune function and producing lactic acid, which has antimicrobial properties. 4. Phalsa Sherbet Region: Northern India Key Ingredient: Phalsa (Grewia asiatica) This tangy-sweet sherbet, made from the tiny purple phalsa fruit, is popular in parts of Punjab and Uttar Pradesh. It cools the body, aids digestion, and is rich in vitamin C. The fruit is packed with vitamins (A and C), minerals (calcium, phosphorus, and iron), and antioxidants like anthocyanins and phenolic compounds, making it a must-have for hydration and immunity. Check out this quick recipe: Phalse Ka Sharbat Recipe 5. Ragi Ambli Region: Karnataka Key Ingredients: Ragi (finger millet), buttermilk, curry leaves A nutritious and probiotic-rich drink made from fermented ragi flour and buttermilk, it's often seasoned with curry leaves and mustard seeds. It's highly cooling and sustaining, especially for those heading out into the sun. Ragi is a treasure trove of nutrients, containing calcium, iron, fibre, and essential amino acids, making it a perfect summer cooler. Check out this quick recipe: 6. Tanka Torani Region: Odisha Key Ingredients: Leftover rice water, curd, spices Tanka Torani is a probiotic-rich drink made with fermented rice water, curd, cumin, and mint. Traditionally offered in Jagannath temples, it's known for its cooling and hydrating properties. In the summer, it helps you stay energetic by replenishing fluids and electrolytes without adding too many calories. Its probiotic profile also protects against stomach infections. 7. Kokum Sharbat Region: Maharashtra, Goa, Karnataka Kokum Image Credit: iStock Key Ingredient: Kokum (Garcinia indica) Made from the dried rind of the kokum fruit, this tangy-sweet drink is popular in coastal areas. It has excellent anti-inflammatory properties and helps prevent dehydration. It also has a positive effect on acidity, enhances digestion, and its antioxidant properties contribute to overall well-being. Check out this quick recipe: Maharashtrian Kokomo Sherbet Recipe So the next time the mercury rises, look beyond soda cans and explore India's rich tapestry of regional refreshments!
