In an industry still finding its feet, DogSpot, a pet care brand has emerged as a trailblazer, achieving a remarkable 25% annual growth. Rana Atheya, Founder & CEO of DogSpot, talks about his journey and future of this booming petcare business in India and attributed this growth trajectory to broader trends in the evolving pet care landscape, driven by increasing urbanization, shrinking family sizes, and heightened pet adoption rates.
From Passion to Profession
Rana Atheya’s journey began in 2007 with a simple blog to share his lifelong passion for dogs. “I was always a dog fan… used to pick up the street puppies, bring them home,” Atheya reminisces. What started as a hobby soon transformed into a full-fledged e-commerce platform, focusing primarily on pet food.
According to him, “The market has been growing significantly,” Atheya observes. Despite its rapid growth, the Indian pet care sector remains largely unorganized. He emphasizes the evolving market dynamics, stating, “There is a huge opportunity in India…we’re just at the tip of it.”
Atheya also highlights several drivers of this growth: shrinking family sizes, high urbanization, and increased media exposure. “New families, especially children, think the family is not complete without a pet,” he explains, noting that this sentiment is boosting pet adoption rates. However there are challenges in this sector.
Challenges of an Unorganized Sector
One of the main challenges in the petcare industry is its fragmented nature. Atheya points out, “More than 50% of the total product market is always pet food… but people are getting more conscious. They want to feed nutritious food to their pets.” Despite a growing awareness, homemade food remains predominant due to a lack of understanding about pets’ nutritional needs.
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Despite that the market has seen rapid expansion, especially during the COVID-19 pandemic. Atheya notes, “During the Covid times I’ve seen a huge growth where everybody else started becoming bullish about this segment.” Despite a slight correction post-COVID, the market continues to stabilize and grow.
Consumer Behavior and role of omni channels
Addressing the impact of pricing on market growth, Atheya believes, “The market at the bottom of the pyramid cannot go further down because the cost of feed is significantly high.” He emphasizes that while price sensitivity exists, quality perception plays a crucial role. “If you start dropping the prices, then people think that the quality is getting negotiated somewhere.”
Online channels have been pivotal for the petcare market. “Pet owners were one of the fastest adopters for online consumption,” says Atheya. However, he also highlights the symbiotic relationship between online and offline sales. “When people are browsing online… their perception about the brands becomes better.”
Experiential activities and community engagement are essential for brand building in the petcare industry. Atheya explains, “Without building a community effect, it is impossible to sell pet food.” He stresses the importance of referrals and community trust in influencing purchasing decisions.
Looking Ahead
As DogSpot continues to innovate and grow, Atheya remains optimistic about the future. “We are growing at around 25% year on year. In 4 years, our numbers will double,” Atheya predicts. According to him, his company’s focus remains on expanding the market for pet food and products, both in India and internationally. “As we continue to produce better quality products, we will become a big player in the international market,” he asserts.
With a market ripe for expansion and increasing awareness among pet owners, DogSpot is well-positioned to lead the transformation in India’s petcare sector. In the coming months, DogSpot aims to capitalize on the festive season and cooler weather to drive further growth. “The next 6-7 months are crucial for the business,” Atheya concludes, hinting at exciting developments on the horizon.
