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Gen Z and Millennials Propel India's Growing Pet Care Industry

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Krithisha

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3 min read

23 Jun, 2024

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The Indian economy is being significantly influenced by millennials and Gen Z, who are not only spurring the growth of e-commerce and cafes but also expanding the nascent pet care industry. These younger generations increasingly see themselves as pet 'parents' rather than pet 'owners,' driving demand for higher quality pet food, nutrition, and a wide array of pet products including oral care, gourmet snacks, and lifestyle items.


India's pet care market, currently valued at around ₹5,000 crore, is projected to surpass ₹10,000 crore by 2028. Dog food dominates the market, accounting for 85% of sales. The shift in mindset from pet 'owners' to pet 'parents' is fueling this growth, with increased spending on premium pet food and other specialized products.


Kartik Kumar, co-founder of the online pet care brand Pawllo, exemplifies this trend. After leaving his job in the UK in 2016, Kumar returned to India to open a veterinary clinic in Delhi. He and his wife Kristy now share their home with 15 rescued dogs and are actively involved in pet care and adoption efforts. Kumar's venture, Pawllo, is part of a broader service ecosystem catering to the needs of modern pet parents, including grooming services, pet cafes, and pet insurance.


Salil Murthy, managing director at Mars Petcare India, forecasts a compound annual growth rate (CAGR) of 16-18% for the industry over the next five to six years. He notes the evolving role of pets in households, from outdoor companions to integral family members. This change has prompted pet owners to seek out better food and specialized products for their furry friends.


In metropolitan areas, the average monthly expenditure on pets is becoming substantial, with Bangalore pet owners spending an estimated ₹3,000 per month. Shashank Sinha, CEO of Drools Pet Food, highlights the growing recognition of pets as companions who help alleviate loneliness and anxiety, driving further demand for quality pet care.


Young pet owners like Ishita Talwar from Jharkhand are integrating their pets into every aspect of their lives, planning travel and activities around their pets' needs. She notes that her generation is more attuned to the needs of pets compared to previous generations, with seasonal expenses on pet clothing and accessories rising during winter.


Rashi Narang, founder of Heads Up For Tails, observes that customers initially visit pet care stores for essentials but often end up purchasing a wider range of products. In premium households, there is a growing demand for gourmet pet food and treats. Murthy adds that products like Dentastix, an oral care brand, are seeing significant growth alongside the treats segment.


The evolving pet care industry in India is a testament to the changing attitudes of younger generations towards pet ownership, driving innovation and expansion in the market.

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