New Delhi, Nov. 26 -- Wipro Consumer Care and Lighting, the consumer venture of Wipro Enterprises, is set to enter India's fast-growing pet food market with a new brand, "HappyFur", said three people aware of the plan. The Bengaluru-based firm is expected to launch its pet food products in 6-12 months, the people said. Records from the ministry of commerce and Industry show that it received approval for the trademark HappyFur" on 7 July. Wipro did not immediately respond to an email seeking comments. The move signals a deeper push by large conglomerates in the fast-growing pet food category, a $2.4 billion market growing at over 15% yearly as urban pet ownership rises, an IMARC Group report said. Entry of the likes of Reliance Consumer Products, which rolled out its budget-positioned Waggies brand this month, underscores how the segment is shifting from a niche space to a consumer battleground....