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, import-led space to a consumer battleground. Global majors like Mars (Pedigree, Whiskas) and Royal Canin dominate, but domestic brands, like Drools, Wag & Love, Heads Up For Tails and Himalaya, are steadily gaining share. "The entry of the big boys changes everything. In an FMCG category like pet food, distribution is king-and firms like Reliance and Wipro have reach and brand muscle that startups simply can't match," said Arvind Singhal, chairman and MD, The Knowledge Co., a consumer-focused strategy consultancy. Wipro's entry with its own brand follows its first investment in the segment earlier this year. In June, Wipro Consumer Care Ventures-its venture capital arm-made a pre-Series A investment of $1 million in digital-first pet nutrition brand Goofy Tails. The investment capped the deployment of its Fund I and preceded the launch of a Rs.250-crore second fund. The deal is meant to be a test run, helping Wipro gauge early consumer behaviour, product gaps, and the category's growth potential before committing to a full-scale launch of its own brand, said one of the three people....