ON INTERNATIONAL DOG DAY, A DIVE INTO PUP APPAREL MARKET

A stroll in the neighbourhood market is now incomplete without passing by a pet store displaying more than just petcare basics like food and medicines. Pet apparel now commands prime window displays, spotlighting a wide range of items such as t-shirts, bowties, raincoats, shoes and bibs, specifically designed for four-legged furry beings. Homegrown labels and premium tie-ups with international cartoon and movie series are designing and dominating the pet apparel market, competing to provide the best-in-fashion for pets.

Shirts, t-shirts, and bowties are among the hottest-selling clothing items, according to AmbarishSikarwar, Business Head, Zigly. He attributes this demand to various variables, the most important of which is an increase in individuals wanting to own pets. “India has the fastest-growing pet care market, with approximately 20 million pet dogs and approximately 19 million other pets.” “The petcare category is growing at a CAGR of 17%, leaving room for innovation and new ideas,” he says. Other factors such as rising disposable income and exposure to global trends also contribute to this need. “According to Future Market Insights (FMI), the industry is on the rise, with predictions indicating that it will be worth USD70 billion by 2032.”

Customers place orders for bespoke, made-to-order clothes, thus the demand-supply dynamics work both ways. SakshiBawa, founder of Mutt of Course, created bowtie-and-shirt combinations for dogs based on input from her customers. “With all of the forthcoming celebrations, our customers wanted something exciting and enjoyable for their pets, so we delivered.” “Pet parents want inventive, quirky, and dependable items, and they are prepared to spend money on things that excite them,” she says. The raincoat has been one of their best-selling items this year. “We sold over 2,500 raincoats this year, which is a threefold increase for us,” she says, adding that these demands motivate businesses to innovate.