Pamper Your Pooch | Femina. in – Femina Hindi

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If you think your fur babies deserve luxury, there are plenty of pet care brands in India that agree.  

Even as other businesses are still struggling post the pandemic, the pet care industry, including the pet food and grooming markets, is booming. That’s because when it comes to their pets, parents are unwilling to skimp, even if it means cutting back on their own indulgences.

The companionship of pets provided many people with the greatest comfort through the pandemic. The lockdown not only witnessed a record-breaking adoption rate, but also saw the advent of a new generation of entrepreneurs that is revolutionising India’s luxury pet market. Pet parents are projected to spend more than ever on their hair babies, purchasing not only food but also items for their pets’ healthcare, grooming and entertainment.

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Part Of The Family
As a way of expressing their affection for their furry companions, pet parents of all ages have turned to lavishing them with extravagant creature comforts. “When my mother and I adopted our dog Bhadra six years ago, we ensured that she was treated like a family member, similar to my daughter, ” Karthik Dhandapani, animal rescuer and member of Blue Cross, Chennai, says. Bhadra had been flung from a two-storey building, rescued and later adopted by Karthik and his family. “Because she was rescued and adopted off the street, we have guaranteed that she has access to all the essential comforts a human family member receives. She sleeps in a separate dog bed and eats alongside us. We also enjoy dressing her up for celebrations, so we end up purchasing clothes plus accessories for her, ” adds Karthik, who bought his pet a gold chain apart from buying premium dog accessories from time to time.

Andal Ravanan, a retired BSNL employee from Chennai, too, considers her pets part of her family. She has been living alone in the city with her dogs for almost two decades. “My four dogs are my family, best friends, and children, ” she explains. She ensures that they enjoy every comfort – each has an air-conditioned room with bathing facilities. “I have employed someone to groom the pets and take them out for walks twice daily, ” she adds. While she’s away running errands, the dogs are entertained with music or cartoons on the television; they even have access to a small gym-like facility at home to engage in physical activity.

In The Business Of Care
In recent years, rapid urbanisation, nuclear family structures, and the humanisation of pets have all contributed to the worldwide increase in pet ownership. According to a survey by Bonafide Research, the Indian pet care business is projected to reach Rs 5, 474 crore by 2025. Tapping into the trends, companies are releasing a slew associated with luxury pet accessories such as touch-sensitive feeding bowls that load water as needed or food from a canister when the pet touches them. Pet owners are drawn to specialised products for a variety of reasons, including convenience, care and love for their furry friends, and are prepared to go the extra mile for their pets’ wellbeing, way beyond just ensuring they are well fed. Case in point: Piper’s Pet Bakery, Erika Kleinmann’s successful baking business in Mumbai, which makes personalised cakes for pets that are sugar-, salt- and gluten-free and that incorporate pet stomach-friendly ingredients. “Keeping the nutritional needs and wellbeing regarding pets in mind, I have curated recipes for every breed using natural ingredients such as homemade peanut butter, coconut oil, pumpkin and eggs, and offer a variety of flavours and designs to choose from, ” reveals Erika, who is a hit with pet parents wanting to pamper their fur babies with something special.

“With the particular expansion of the petcare sector, new pet parents within India are now more willing than ever to spend money on grooming, accessories, and even vacations for their animals, ” agrees Aamir Islam, co-founder involving Haryana-based pet transportation company Carry My Pet.

We bring you a list of five start-ups among a host of others tapping into the pet luxury industry in India…

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Heads Up For Tails (HUFT)
HUFT helps pet parents with products and services such as bedding, food, treats, toys and accessories. It also provides a Vet Line that connects you with the professionals.
– Pamper picks: A scratcher post for cats at Rs 28, 500 and a dog and cat carrier at Rs 30, 000

Dogsee Chew
Dogsee Chew up was established in 2015 in Bengaluru to provide dogs along with natural, gluten-free and grain-free treats. Certified by PET Associations of India, its products are available from all major veterinary clinics across India. The brand also sells through its own website and other marketplaces like Amazon, Flipkart, Big Basket, Instamart, Super Tails plus Snapdeal.
— Pamper pick : A play treat toy made from Himalayan cheese at Rs 1, 249

Wiggles
Launched in 2018, this pet-care start-up in the preventive healthcare space aims to introduce transparency associated with costs, medication , nutrition, and wellness options. It offers services such as grooming, diet consultations, behaviour consultations and training sessions.
– Pamper pick: Puppy starter kit at Rs 1, 958

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Wagr
This Bengaluru-based pet-care start-up founded inside 2016 initially started out with a GPS and fitness tracker, built in India, to track pets and their activity levels. It now provides services such as consultations with top veterinary doctors, tracking your pet’s location, and a community space for like-minded pet parents, pet lovers, and experts to interact.
– Pamper pick: Dog harness at Rs 3, 300

Carry My Pet
Started in 2020, this pet transportation organization specialises in the domestic in addition to international transfer of pets. “Pet relocation is tedious and is relatively at the higher end of the market, ” reveals co-founder Aamir Islam. “Given the market need, there is scope for expansion in pet travel, domestic or international. ”
– International transportation costs range anywhere between Rs 1 . 5 lakh and Rs 4 lakh depending on the destination.

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