As Dogs Dominate Headlines, Pet Care Startups Boom Across India

Over the past few weeks, Delhi has found itself at the center of heated conversations about dogs. From viral videos to neighborhood disputes, pets, especially street and domestic dogs, are dominating discussions across social media and dinner tables alike. While the debate over safety, ownership, and responsibility continues in the capital, this sudden spotlight has also highlighted something bigger: India’s growing fascination with pets and the booming ecosystem of startups built around them.

Behind the controversies lies a quieter but undeniable reality, more Indians are adopting dogs than ever before, treating them as family members, and spending generously on their well-being. And where consumer demand surges, startups aren’t far behind.

The Rise of a Pet-Powered Economy

India is home to an estimated 32 million pets, of which dogs account for nearly 85%. Pet adoption accelerated after the COVID-19 pandemic, when isolation and remote work pushed thousands of families and young professionals to bring home furry companions. Industry experts estimate that over 3 million new pets are adopted every year in India.

This surge has created a ripple effect in the economy. From packaged dog food and organic treats to veterinary telehealth and grooming salons, the country’s pet care industry is now valued at $600–700 million and is projected to double to $1.3–1.5 billion by 2025. With annual growth rates crossing 20%, it is one of the fastest-growing consumer segments in India today.

Pet Startups Riding the Wave

Every other week, a new pet startup seems to make headlines. Some have scaled rapidly, while others are still carving a niche. Here are a few that define the trend:

• Heads Up For Tails (HUFT): One of India’s largest pet care brands, HUFT has built a chain of retail stores and an online marketplace offering everything from grain-free dog food to orthopedic pet beds. In 2021, it raised $37 million in funding to fuel expansion.

• Wiggles: Based in Pune, Wiggles focuses on preventive pet healthcare and nutrition. Its subscription boxes, vet-on-call services, and natural remedies are popular among first-time pet parents.

• Supertails: A Bengaluru-based startup blending e-commerce with veterinary telehealth. It not only sells curated pet products but also offers 24/7 online consultations with certified vets — a lifeline for pet owners in smaller cities.

• Dogsee Chew: Known for its natural yak-milk dog chews, Dogsee has become an international brand, exporting to over 30 countries while strengthening its Indian presence.

• Just Dogs & ShakeHands: Retail-first players expanding into omni-channel pet care with everything from food to training services.

And then there are dozens of smaller, hyperlocal startups offering pet grooming vans, boarding facilities, and subscription-based fresh food delivery — all catering to the growing culture of “pet parenting.”

The Humanisation of Pets

If you think this is just about food, think again. Pets in urban India are increasingly seen as children — often called “fur babies” by their millennial owners. A survey by Euromonitor found that urban households spend an average of ₹4,000–₹7,000 per month on pets, with premium food and grooming taking up the lion’s share.

This has given rise to unique trends:

• Gourmet dog food: Startups like Canine India and Pawfectly Made are delivering freshly cooked meals, grain-free kibble, and breed-specific diets.

• Luxury grooming: Pet spas in Delhi, Mumbai, and Bengaluru now offer blueberry facials, paw massages, and coat styling.

• Celebrations: Pet parents host birthday parties, buy festive outfits, and even order personalized cakes for their dogs.

For many, this is more than indulgence. It reflects a shift in mindset — where caring for a pet is equated with caring for a family member.

Investors Sniffing Big Opportunities

The startup boom hasn’t gone unnoticed by venture capitalists. Over the past two years, pet care startups have collectively raised over $100 million in funding. The logic is simple: India has one of the fastest-growing pet populations in the world, and spending patterns indicate this is not a passing fad.

Investors often draw parallels with the U.S. pet care industry, which is worth over $120 billion annually. If even a fraction of that scale plays out in India, early entrants stand to gain big. As one Bengaluru-based VC put it, “Pet care is where baby care was in India 15 years ago — the demand curve is only going up.”

The Challenges Barking at the Door

But the road isn’t entirely smooth. The industry faces several hurdles:

• Regulatory gaps: India still lacks robust, standardized guidelines for pet food manufacturing.

• Logistics: Delivering fresh meals across cities without cold-chain infrastructure is a challenge.

• High competition: With dozens of D2C brands flooding social media feeds, customer acquisition costs are rising sharply.

• Education: First-time pet owners often struggle with misinformation, making customer trust a key barrier.

Yet, founders believe these challenges open doors for innovation — whether it’s using AI to recommend diets or creating community platforms for pet parents.

Beyond the Delhi Debate

While Delhi’s current debates over dogs dominate headlines, the bigger story is about how India is learning to coexist with pets in modern society. From apartments and gated communities to online marketplaces and vet clinics, the presence of pets is shaping urban life in ways unseen a decade ago.

And as this bond deepens, startups are stepping in to make the experience smoother — offering everything from balanced nutrition and healthcare to comfort and convenience. What was once considered a niche is now one of India’s most vibrant consumer markets.

Dogs may be trending in Delhi for different reasons today, but the larger trend across India is clear: pets are here to stay, and so are the businesses built around them. With rising adoption rates, growing disposable incomes, and changing lifestyles, the pet care startup boom is not just a passing wave — it’s the beginning of a long-term transformation in how India loves, lives with, and cares for its animals.

Or as one startup founder quipped: “The market isn’t just growing — it’s wagging its tail all the way to the bank.”