Whiskas India Launches Locally Inspired ‘Indian Fish Range’ Cat Food

Whiskas has officially unveiled its first-ever locally inspired cat food in India the “Indian Fish Range.” Designed to appeal to local tastes, the new product line features flavors inspired by Rohu and Catla, two of the most popular and widely consumed fish varieties in Indian households. The formula combines the brand’s trusted nutritional expertise with these familiar flavors, incorporating Whiskas’ signature Crunchy Creamy Yummy Pockets™ to deliver 100% complete and balanced nutrition specifically tailored for cats.

Balancing Tradition with Nutritional Needs:
The launch is rooted in the cultural insight that fish holds a special place in Indian homes and is frequently fed to cats. While pet parents often feed their cats home-cooked fish out of love, these meals do not consistently provide the necessary balance of protein, vitamins, and minerals required for daily feline health.

Whiskas aims to close this nutritional gap by offering a science-backed alternative. By transforming a beloved, everyday ingredient into a nutritionally complete choice, the brand is providing India’s rapidly growing base of first-time cat parents with a credible reason to transition from home-cooked diets to manufactured pet food.

Campaign Highlights and Celebrity Endorsement:
To bring the campaign to life, Whiskas partnered with Bollywood actor and cat lover Mrunal Thakur. The campaign features a playful, multilingual narrative that highlights the transition from instinctive home-feeding to complete nutrition.

Celebrity Insight: Thakur noted her personal connection to the project, stating, “I’ve seen first-hand how much they enjoy fish… I’m delighted to be part of a campaign that celebrates what cats naturally love while reminding pet parents to choose complete and balanced nutrition made especially for them.”

Teaser Activation: The campaign kicked off with a large-scale “Catch of the Year” teaser at iconic sea-facing locations in Mumbai and Kolkata. The installations paid homage to the cities’ deep connection with fish and culminated in the dramatic reveal of life-sized Whiskas product packs.

Strategic Growth and Availability:
Ayesha Huda, Chief Marketing Officer at Mars Pet Nutrition, emphasized that Indian pet parenting is evolving, yet many feeding habits remain tied to traditional family beliefs.

This product launch represents a strategic effort by Whiskas to drive insight-led category expansion in India. By tapping into familiar ingredients and authentic cultural behaviors, the brand is creating easier pathways for pet parents to make informed, healthier feeding choices.

The Whiskas Indian Fish Range is now available across leading retail stores and e-commerce platforms throughout India.