For Neha Bapna, nothing in the world is more important than her dog Muffin.
Every time she takes a train to travel across India, the four-year-old Shih Tzu is right by her side – in first class. He only eats hypoallergenic food, which is often double the price of normal dog food and treats.
“I have spent sleepless nights trying to figure out what food suits him. He is my child, I do not want him to have any trouble,” says the 43-year-old Mumbai-based entrepreneur.
Pampering one’s pet used to be a luxury exclusive to the ultra-rich. But now affluent and middle-class urban Indians like Ms Bapna are splurging more on their “fur babies”, fuelling a boom in India’s pet care industry that has almost doubled in value in recent years.
The pandemic has played a huge role, according to Ankur Bisen, senior partner at Technopak retail consultancy.
“Covid created a need for companionship when people were staying at home. So you could see young mothers, people in their first jobs, people who by choice decided not to have kids… All these people started going for pet ownership,” he says.
The number of pets in Indian households has grown sharply from 26 million in 2019 to 32 million in 2024, according to a report by consulting firm Redseer.
And as late marriages, smaller family sizes and evolving social norms reshape family structures in urban India, these pets are increasingly being given the care and attention typically reserved for children.
Nikhil Bhushan and Lakshna Gulati, who live in the capital, Delhi, say raising their pets allows them to experience parenthood without complexity.
The couple, who have no biological children, share their home with two rescued pets: a dog named Mowgli and a cat named Marmalade.
“When we got married five years ago, we weren’t ready to have children, but soon after rescuing the pets, our house truly became a home – there was something missing which is now complete. They bring us joy and seeing them every day brightens our lives,” says Mr Bhushan.
“We like to spoil them,” adds Ms Gulati. “Whenever we see [a toy] they might like, we immediately buy it, even knowing it will be destroyed in no time.”
In 2024, Indians spent $3.6bn (£2.78bn) on products and services for their pets, a substantial increase from $1.6bn in 2019, according to the Redseer report.
This rapid growth has been fuelled by emerging trends such as pet boarding, insurance and specialised veterinary care.
“Twenty years ago, pet care was limited to basic services like vaccination and veterinary care,” says Pankaj Poddar, chief executive of pet care company Zigly.
“Now, people want the best for their pets – whether it’s clothing, accessories, or even specialised services,” he says. “I have seen parents spend as much as 10% of their incomes on their pets – be it taking them to special parties or even regular checkups.”
Ms Bapna, for instance, spends between 25,000 rupees ($290; £220) and 40,000 rupees on Muffin in a month, mostly on his travel and special diet.
She takes her dog on a trip every few weeks, whether it’s a day outing to a nearby farmhouse or a longer stay at a resort, and stays in pet-friendly accommodation which are pricier than regular hotels.
When she takes the train to Jodhpur every few months to visit her parents, Ms Bapna buys first-class tickets – which are more than double the price of general tickets – as dogs and cats in India are only allowed in first-class coaches.
Ms Bapna doesn’t mind the huge bills. When it comes to spending on Muffin, she says, “This is one area where I make no concessions.”
This kind of spending has propelled sales for pet care companies like Zigly.
“In the last eight-to-nine months, we have grown between 7% and 10% month-on-month,” says Mr Poddar, whose company has reached a monthly gross merchandise value of around 46m rupees per month and is expected to reach 1bn rupees by next year.
More companies which offer cheaper services, such as pet care chain The Pet Point, have also sprung up to cater to the increasingly middle-class clientele.
For most Indian pet parents these days, “value for money takes precedence over premiumisation”, says The Pet Point’s co-founder Akshay Mahendru. “A customer is more likely to get grooming services for their pet every week for 600 rupees, rather than somewhere above 1,500 rupees.”
Mr Mahendru says that sales for comparatively cheaper pet products like toys or snacks has also increased manifold with the emergence of quick commerce platforms like Zepto or Blinkit that do deliveries in 10-15 minutes.
Experts are optimistic that India’s pet care market has room to grow, given global trends. According to Bloomberg Intelligence’s Pet Economy Report 2023, the global pet care sector, currently valued at $320bn, could exceed $500bn by the end of this decade.
Redseer’s report estimates India’s pet care market to double in the next three years and potentially cross $7bn by 2028.
But challenges still remain.
India continues to be dogged by unequal economic growth, slowing consumption and wage stagnation which can dampen the industry’s growth.
Most cities here also lack pet-friendly public spaces, hotels and transport options, presenting a multitude of inconveniences to pet parents.
Whenever Mr Bhushan and Ms Gulati travel with Mowgli, they bring portable beds and disposable plates and bowls “so we’re always prepared during our stays”, says Mr Bhushan.
“However, problems arise when we go for meals during our trips. Many places do not accept pets, which limits our options,” he adds.
Ms Bapna faces similar challenges when travelling with Muffin. But she is optimistic that things will change.
“When I first got him in 2021, there were very few pet-friendly places and activities. But now in Mumbai there are special events, resorts and cafes that welcome pets,” she said.
These days Muffin gets to attend “socialisation events”, where he gets to play with other dogs, or goes to pet festivals where he can play games and sample special pet food.
“It gives me hope,” Ms Bapna says with a smile.
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