DogNation, a pioneering dog wellness and recreation brand, has carved a unique niche in the Indian pet care industry. With over 5,000 customers served and an impressive average order value of INR 20,000 for subscriptions, DogNation has swiftly positioned itself as a premium provider of comprehensive pet services. As the company continues to grow, it’s on the brink of significant expansion, unveiling ambitious plans for the next 12 months.
Roadmap to Expansion
Despite the challenges posed by COVID-19, DogNation has built a loyal customer base through word-of-mouth. Aparajita Baruah, Co-Founder and CEO of DogNation attributes this loyalty to their personalized and professional services, “We send about 7-10 videos during the entire day depending on the add on services to ensure parents are always up to date.”
Over the next one year, DogNation is set to launch two more self-operated centers and introduce a cutting-edge app to streamline services and unlock new revenue streams. Aparajita, explains, “We are in the process of expanding. In the next three to six months, our app is going to be out in the market, and we will be expanding to two more self-operated centers. This will build the foundation for us to attract more franchises.”
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This expansion is aimed at creating a network of standardized outlets, combining both company-owned and franchise-owned models. “Eventually, we will move on to a network of standardized outlets which are going to be a combination of company-owned, company-operated, and franchise-owned company-operated models,” Aparajita added. This strategy is designed to ensure quality control and a seamless customer experience across all locations.
DogNation’s ambitious plans have been bolstered by their ongoing pre-seed funding round, which is now in the final stages of formalization. Without disclosing any information, Aparajita informs that the substantial investment will accelerate its expansion and technological advancements.
A Unique, Modular Approach
One of DogNation’s standout features is its modular design and layout, enabling swift setup and relocation if necessary. Aparajita elaborates, “We have cracked a plug-and-play model. Even the pool we have is an above-ground pool, which is standardized across international markets. This design allows us to easily assemble and disassemble our facilities, making us adaptable and efficient in urban centers where space is a premium.”
Comprehensive Services and Premium Customer Experience
DogNation offers a holistic array of services, including boarding, daycare, socialization, swimming, grooming, training, and veterinary consultations. The focus is on providing a convenient and enriching experience for both pets and their owners. “We are creating an entire ecosystem which will organically feed into each other, giving a wholesome experience to the parent, and convenience is going to be key and will be at heart of the entire value proposition that we’re trying to create,” Aparajita emphasized.
To ensure the highest standards, DogNation conducts an orientation process for all pets, assessing temperament and specific needs. “Think of it like writing an entrance exam to enroll your child in an elite school. We need to make sure that our processes and due diligence are done in a fashion where we are able to give that kind of an experience to our end consumers, which are our dogs,” Aparajita notes.
Technology Integration for Services
The upcoming app will play a crucial role in DogNation’s growth strategy, unlocking new revenue streams and improving service delivery. It will facilitate quick commerce, home services, online training, and veterinary consultations, integrating seamlessly with the physical outlets. “With the app coming in, we automatically unlock all our online revenues and online channels. This will enable us to offer quick commerce, home services, online training, and vet consultations,” Aparajita explained.
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Market Potential and Future Outlook
The Indian pet care industry is on a growth trajectory, expected to touch $1 billion soon. DogNation is poised to capture a significant share of this market, driven by increasing pet ownership and a rising demand for premium pet services. “We have already seen a trend where people are willing to spend significant amounts on their pets. The average spending ranges from INR 4,000 to INR 25,000 per month, and we have consistently seen high average order values over the past few years,” Aparajita highlighted.
Idea of DogNation
Aparajita also highlights her entrepreneurial journey. She comes from Assam and growing up in a family of dog enthusiasts, she had a unique upbringing. “All my extended family has dogs, so we are through and through dog fanatics,” she reminisces. This passion laid the foundation for DogNation, transforming her corporate dreams into a full-fledged business venture.
While the inception of DogNation was driven by a personal experience with inadequate pet boarding services. “We had to leave our dog behind in a boarding center… and the experience in itself was not very great,” Aparajita recounts. This experience ignited the idea to create a service that pet owners could trust and rely on.
Today DogNation positions itself as a “dog wellness and recreation brand.” Their services range from boarding, daycare, and socialization to grooming, swimming, and even enrichment activity. Aparajita emphasizes the importance of convenience and quality, stating, “We are creating an entire ecosystem which will organically feed into each other, giving a wholesome experience to the parent.”
With this, DogNation is set to redefine the standards of pet care in India, offering unparalleled services and experiences for pets and their owners.
