This is a far cry from the days when people carried ‘doggy bags’ of leftover food and bones from restaurants and mixed extra rotis into the family’s meals. Today, pet food is going gourmet, as the market is flooded with grooming and healthcare products.
The pet grooming and pet goods market is booming, attracting several young entrepreneurs who are making millions with innovative offerings. Recent estimates show that Indians have around 31 million pet dogs and about four million pet cats. Pets increasingly became family members during the Covid pandemic, both because they filled the void left by the absence of loved ones in nuclear families and because it became trendy to bring home pets. Social media is filled with pictures of pooches dressed in finery or cats cuddling with their human parents. Browse through social media, and you will find numerous accounts dedicated to pets, their moods, their playtime, and their luxurious lifestyles. Celebrity pets add to the sheen and glamour of having well-groomed Shih Tzus and poodles as cute companions on luncheons and coffee dates.
Household budgets are now set aside for pet food, recreation, medical expenses, and grooming, much like parents would allocate for their children. Exotic pet foods with calorie-controlled portions, infused with special healing herbs, spices, and vitamins, have entered the market. Dry kibbles, once hailed as the superfood for dogs, are no longer in favour. Brands like HUFT Sara’s Wholesome Food offer pet-friendly biryanis with no salt and oil, while Hearty provides oven-baked treats. It was fascinating to read about one of India’s first canine chefs, Ishmeet Chandiok, whose brand Harley’s Corner makes fresh, customized meals for pets. Other brands like Pawfectly Made and Doggilicious offer weekly meal plans and custom-made foods catering to different palates. As someone with a rescued Labrador Retriever as an integral part of our family, online shopping for pet products has taken on a new meaning—browsing through and loading my virtual cart with treats, wet food options, and calcium and vitamin supplements that our Ginger loves.
The rapid growth of the pet food market, projected to reach Rs 7,500 crore by 2026 with a 4.7 percent Compound Annual Growth Rate, reflects the trend of pet parents seeking new brands that offer balanced nutritional content and promote a healthy coat.
Pet grooming, which a decade ago included only nail clipping and fur washing and blow-drying, has now expanded to include tea-tree oil shampoos, coat-softening conditioners, and finishing products similar to those recommended by brands for flawless human skin. Brands like Himalaya also offer a range of animal-friendly shampoos and lotions.
Medical facilities are improving, with state-of-the-art testing, diagnostic, and treatment options available at both small and large veterinary clinics, especially in urban areas. The new Tata Small Animals Hospital is a welcome change from charity-run hospitals where animals were cared for by senior veterinarians but faced risks of infection.
However, as we celebrate the growth of the pet market, it is important to spare a thought for the millions of street animals who go hungry, suffer from diseases, and endure human apathy. According to the 2024 State of Pet Homelessness Project by Mars Petcare India, there are 60 million street animals in India, many abandoned by owners who lost interest. More than eight million are in overburdened shelters. These figures call for more sustainable measures, such as animal sterilization by civic authorities, strict action against illegal breeding, promoting adoption over buying, and educating people on the long-term responsibilities of pet ownership. After all, it is not enough to shop for fancy costumes and expensive treats under the guise of being ‘animal lovers.’ True love involves responsibility and a sense of inclusivity.
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