Allana Pet Solutions (APS), the pet food division of Allana Consumer Products Ltd. (ACPL), has appointed Indian cricket player Shubman Gill as brand ambassador for Bowlers, its dog nutrition brand. The partnership aims to increase brand visibility as the company targets India's growing pet food market, particularly in Tier 2 and Tier 3 cities.
"Our partnership with Shubman Gill represents a strategic milestone in Bowlers' journey to disrupt India's rapidly growing pet food market," said Nitin Kulkarni, business head – Allana Pet Solutions, ACPL. "With pet ownership increasing across the country, particularly in Tier 2 and Tier 3 cities, there is a significant opportunity to drive adoption of premium, science-backed dog nutrition. Shubman's influence among the youth and aspirational pet parents aligns seamlessly with our goal of making world-class nutrition accessible and establishing Bowlers as a trusted brand."
The collaboration will include digital campaigns, regional outreach and consumer activations across social media platforms. Bowlers previously ran the Instagram contest #TasteThatMakesYourDogFly as part of its marketing initiatives.
"Beyond enhancing brand visibility, this collaboration will enable us to educate pet owners on the importance of complete and balanced nutrition, strengthen engagement through targeted campaigns and activations, and reinforce our long-term growth strategy in both urban and emerging markets," Kulkarni said.
The Bowlers product line includes dry and wet food formulated for puppies, adults and large breeds, as well as protein treats and meat bars. APS also operates Purrfeto, its cat nutrition brand.
The company manufactures products at its PLC-automated pet food facility in Zaheerabad, Telangana. Its formulations are developed with veterinary nutritionists and designed for India's climate and pet requirements. APS recently surpassed ₹200 crore (US$24 million) in revenue.
