In an exclusive interaction with MediaBrief, Poorvi Anthony, Co-founder of JUSTDOGS, speaks about the growth and evolution of the pet care industry in India and outlines how post-pandemic pet adoption has become popular.
She pegs the Indian pet care industry at INR 7,400 crores and discusses its promising future. Poorvi also underscores the importance of building a consumer-centric brand, highlights the marketing and communication approach of JUSTDOGS, and outlines the trends that will shape the Indian pet care market in the coming years.
Read on.
What was the insight behind the launch of JUSTDOGS? How has the company grown since its launch?
The genesis of JUSTDOGS can be traced back to our shared passion for pets. Ashish was looking for a change after a vast and diverse stint with well-known corporates, and I had become determined to create something that we were both very passionate about. That is when we knew we had to find a way to incorporate our love for our six furry companions.
We spared no expense in ensuring their well-being, and this devotion ultimately led us to launch our business in 2011 with our first store in Ahmedabad.
Since then, JUSTDOGS has grown tremendously, and we now have a presence in 19 cities across India with a total of 48 stores. Our locations include Bengaluru, Mumbai, Pune, Surat, Patna, Punjab, Hyderabad, Delhi, Gandhinagar, Rajkot, Chennai, Anand, Dehradun, Cochin, Guwahati, Vadodara, Gurugram, and Nagpur.
While we are constantly expanding in retail, we have also seen a large number of consumers shopping from our mobile app and website. At present, we have an annual revenue of over Rs 100 crore and a loyal base of 19,000+ recurring customers.
Recently we launched our new brand identity – JUSTDOGS – Unconditionally Yours which is inspired by pets as their love for us is unconditional. JUSTDOGS offers a wide catalog of pet care products ranging from food, toys, accessories, training, and grooming. It is a one-stop solution not only for pet parents but also for aspiring pet parents with all things pet related.
JUSTDOGS acts as that friend/confidant that every pet parent needs in terms of products, services, or advice on the well-being of their pets.
How large is the retail pet care sector in India, and what are the opportunities for growth here?
Over the years, the pet care industry in India has experienced rapid growth, with a current estimated value of INR 7,400 crores. Analysts predict that this industry will continue to grow at a CAGR of 19.2% from 2022 to 2032, reaching an estimated value of Rs 21,000 crore by 2032.
This upward trend is encouraging, reflecting a heightened awareness of pet health and well-being in India. The growth in the market can be attributed to factors such as rising incomes, changing attitudes toward pets and pet parents, delayed parenthood, increasing prevalence of nuclear families, and recognizing pets as companions.
As the availability of pet care products expands, adoption rates increase, and demand for organic pet food rises making it evident that people in India are taking a more conscientious approach to pet parenting.
Additionally, as more people come to view pets as family members, including seniors and those living alone in cities, the demand for pet grooming and healthcare is likely to rise. In conclusion, the pet care sector in India has a promising future, and with the optimal balance of investment, legislation, and innovation, we can keep fostering the development of a better world for our four-legged companions.
As per NielsenIQ, omnichannel shoppers are driving growth in the pet category. How is JUSTDOGS operating on the omnichannel front?
In today’s digital age, the pet care industry has been greatly influenced by the rise of e-commerce. In order to give our consumers a well-rounded purchasing experience, we launched our mobile app last year consolidating our omnichannel portfolio.
Our website and app aims at creating a seamless e-commerce experience for consumers looking for a reliable, trusted, and convenient option for their fur friends. Our app is designed to be a one-stop solution for pet parents for all their pet’s needs ranging from products and services to a single point of access for their pets’ medical history. Apart from this, the app also has a dedicated knowledge corner that new/aspiring pet parents can rely on.
On the retail front, we have a wide reach through our retail stores ensuring we reach out to pet parents across the country. Physical stores allow for personalized and conversation-based offerings and experiences, such as pet spas, while e-commerce provides convenience and ease to pet parents, allowing for a personalized and seamless shopping experience.
An omnichannel strategy offers consumers a consistent and unified brand experience regardless of whether they want to purchase in person or over the phone. Using an omnichannel strategy enables us to provide a larger range of products at economical pricing, product details, and customer feedback, all of which have helped to propel sales at an unparalleled rate.
How has JUSTDOGS built a community of pet parents across India? How does it engage with its stakeholders?
As India’s leading omnichannel pet care retailer and service provider, JUSTDOGS is based on the vision of creating a community where pet parents along with their pets can come together to get expert advice, discuss pet behaviour and seek guidance. The brand is dedicated to making the world a better and happier place for our four-legged friends.
JUSTDOGS is determined to create ties in the community and benefits both pets and their guardians. We recognize the value of spending quality time with our furry friends since we are pet parents ourselves. Through our in-store and on-ground activities, we continuously endeavor to provide the pet community with exciting and interactive experiences.
These events offer incredible opportunities for pet parents to learn more about their pets and for us to create closer bonds with both pets and their parents. Through these engagements, we intend to grow our ‘Pet Social’ initiative and help improve and support the pet-parenting community as a whole.
Pet Social by JUSTDOGS is a leading pet event company in India that brings together pet parents and their furry companions for a variety of fun and engaging activities. With a mission to create a community of pet lovers, Pet Social by JUSTDOGS hosts events that are both entertaining and informative for pet parents.
Speaking of community building and engagements, post-pandemic, how is the brand reconnecting with pet parents?
Apart from Pet Social, JUSTDOGS has taken part in and arranged several events to engage the pet community, which have received enthusiastic love and support from pet parents. JUSTDOGS was the title sponsor for Pet Fed, one of the world’s largest pet carnivals, and organized a range of interactive activities for both pets and their families, such as the “wall of unconditional love,” a 360-degree photo booth, and a caricature artist.
In addition to these large-scale events, JUSTDOGS frequently holds in-store activities that allow pets and their parents to spend quality time together and socialize with other members of the pet community.
One of the most notable in-store events was the Peanut Butter Painting activity, which welcomed over 100 pets and their families to participate in a fun painting activity using just a canvas, paint, a zip lock bag, and peanut butter.
JUSTDOGS also hosted a photoshoot, a behavioral workshop, and a treasure hunt at various stores across India, and organized Christmas-themed activities to get pets and their parents into the holiday spirit. The brand has several events planned for their 2023 calendar as well.
Tell us about JUSTDOGS’ marketing and communication approach. Which channels do you choose for marketing?
JUSTDOGS’ new positioning as Unconditionally yours has been inspired by pets, who love us without any conditions or ulterior motives. The brand aims to be a friend to pet parents and provide them with anything they need to be the best pet parent, whether it’s products, services, or advice.
JUSTDOGS is dedicated to those who want to change their lives with pets and is committed to supporting their journey of unconditional love from beginning to end. The brand’s mission is to become synonymous with pet care in India and to create an environment where every person who connects with the brand gains a deeper understanding of pets and their importance in our lives.
JUSTDOGS is very active on social media platforms such as LinkedIn and Instagram, where we create interactive posts like quizzes and informative content to raise awareness and educate our audience on pet care.
What is your marketing and media mix?
Talking about our marketing and media mix, JUSTDOGS uses various advertising channels, such as programmatic, print, search ads, partner platform ads, and social media advertising to reach out to its target audience. When it comes to Public Relations, JUSTDOGS participates in events, sponsors pet shows, and collaborates with influencers to create brand awareness and establish a positive brand image.
The brand uses email / WhatsApp marketing, content marketing, and social media marketing to communicate with its target audience and build brand loyalty. The core of communication is to be a helping hand to pet parents to make their journey smoother and happier.
And above all, JUSTDOGS believes in personal selling. As imperative to relationship retailing, JUSTDOGS uses sales representatives via various channels to promote their products, services, and educational content.
Tell us about the importance of building a consumer-centric brand. How can it lead to business success?
JUSTDOGS’ primary goal is to create opportunities for pets and their parents to connect and socialize. We are committed to making the world a healthier and happier place for furry companions.
To achieve this, JUSTDOGS has invested in an omnichannel infrastructure that seamlessly integrates its physical and online stores, offering customers a flexible shopping experience that suits their preferences. This approach permits JUSTDOGS to capture a wider market share, including customers from various parts of the country beyond just metro cities in India.
In addition to this, the brand has prioritized building a community of pet parents and introducing new high-quality and affordable products. We are expanding our retail chain in tier I and tier II cities to capture the untapped market in India.
By adopting these strategies, JUSTDOGS aims to stand out from its competitors and emerge as a leading player in the pet care industry in India.
What trends will shape the Indian pet care market in the coming years?
The increase in pet parenting around the world, especially in India can be attributed to various factors such as rapid urbanization, the shift towards nuclear families, more households with dual incomes, changes in lifestyle, and a growing trend of treating pets as family members.
Since the pandemic, the rise of pet adoption in India has become popular. The number of pet families has risen in recent years, indicating a strong desire for pet adoption. The constrained lifestyle and move to WFH (work from home) has had an influence on mental health during the COVID-19 pandemic.
A spike in the number of pet adoptions is expected in such a scenario, mostly to provide mental support and assistance. India is one of the countries contributing to this trend, with a pet population of 32 million that is growing at a rate of over 12% per year.
This rise in pet parenting has led to the development of a pet care ecosystem that includes retail chains, pet nutrition and services, pet parents seeking personalized pet care centers, and good and high-quality pet food.
Pet Insurance is an important factor that is shaping the pet care sector as families are treating pets as one of their own and ensure they get the best of facilities. With pet parents becoming more conscious of the choices they make for their pets, there has been an increase in high-quality products for pets not only in terms of food but also for pet grooming, skincare, and couture.
With the country returning to working from office, we expect an increase in pet parents opting for day/pet sitters. The safety and comfort of their pet are of prime concern to most pet parents. Another trend that we are seeing in the pet care industry is the increase in the choices for pet transportation and pet-friendly hotels and cafes. I see this as just the beginning of the scope for the pet care sector to cross the sky limit.
Running the show as a woman co-founder, what advice would you give to the next generation of female leaders?
Being a female co-founder defines an entirely new level of entrepreneurship as it adds layers of complexity to your life since we as women have to maintain a balance between our personal and professional lives. It is crucial to have a thorough understanding of your target audience in order to make informed decisions that benefit your business.
Remaining flexible and adaptable in the face of challenges is essential, as is being open to ongoing learning and growth. Multitasking and maintaining a clear focus on your objectives are also important.
Every setback and failure provides an opportunity to learn and grow, so embrace these experiences as valuable lessons. Let your struggles motivate you to become even more determined to succeed, and never underestimate your own capabilities. Consistency is the key to success, and with persistence, anything is possible.
And how can we as individuals change gender perceptions about women in positions of power?
I think the change has to come from us women ourselves. Until we don’t believe in the power we have, we cannot expect the world to believe in us. As women in leadership positions, we have the gift to guide and positively influence the minds of others. Across the globe, women leaders have constantly been breaking barriers, setting examples for other women to follow.
We must educate ourselves on gender equality and refrain from barriers that obstruct the development of women leaders. Stand up against injustice towards women and challenge gender stereotypes.
Be supportive of women leaders by being their pillar and amplifying their voices. It is only when we invest in ourselves and understand the power we have, is when we can bring about a change in society.
What are your plans going forward? JUSTDOGS’ top priorities and roadmap for 2023?
As I mentioned, we want to ensure every pet parent in this country has a trusted and dependable friend/guide they can fall back upon when it comes to caring for their fur friends. Apart from food, JUSTDOGS will be expanding in every aspect in terms of pet care with newer product categories and services.
In the future, we aim to open 150 stores across the country by 2025 with an annual revenue of around 1000 crores. Over the next year, JUSTDOGS plans to open more stores in Delhi, Haryana, Rajasthan, Uttar Pradesh, Gujarat, Madhya Pradesh, Maharashtra, Goa, Telangana, and Tamil Nadu.
Apart from our retail stores, we will be extending product lines in existing home brands; Snackers – Treats for dogs and cats, Ezra – Training & control equipment, and Aroma Groom – Grooming & Hygiene products.
We are expanding to food brands with products in economy and premium segments. Besides food, there will be a strong portfolio to meet rising needs in the fashion and apparel segment via our brand.
I am extremely excited about the journey that lies ahead.