PETS International Country
“The greatness of a nation and its moral progress can be judged by the way its animals are treated,”
said Mahatma Gandhi, a statement to which Indians seem to be paying great heed of late. With the
ever-evolving mindset of Indians regarding their pets, not only is a more pet-inclined environment
coming to the fore in the country, but an increasing number of people are also acknowledging that
pets are worth spending one’s hard earned money on, just like one would on his or her own children.
AFFLUENT OWNERS DRIVING INDIAN PET MARKET
The rising middle class stimulates pet
By: Rutaksha Rawat
Owing to an accelerated level of
pet adoptions and an increase in
interest in animals in general over
the last decade, remarkable
changes in pet product trends, pet
care, domestic policies on pets, as
well as veterinary and pet-related
cosmetic products and services in
the Indian pet industry have been
witnessed.
The middle class and a booming pet
market
As education and economical strength
deliver more and more people into the folds
of middle class comfort, millions are crossing
the barriers of financial insecurity. With
changes in lifestyles, economic growth and
expanding disposable incomes, the middle
class (a majority of the population) in India is
indulging in newfound pleasures like
international vacations, high- end shopping,
fine dining, club memberships and all the
other leisurely activities that represent ‘the
good life’ in other parts of the world. A
growing trend noticed in Indian middle class
(and above) behaviour is the change in its
treatment of its pets.
+20%
+20%
According to Euromonitor
+20%
International, there are
+20%
currently 8,699,300 pets in
India and this number grows
2010*
2011*
2008
2009
every year by 26%. Given the
* estimates
country’s overwhelmingly
large human population of approximately
1.15 billion people and their growing
inclination towards pet adoption, India’s
78 www.petsinfo.net
phenomenal untapped potential for the pet
industry at large is exceedingly apparent.
With 2.773.2 million rupees (Rs) (€42.8
million - $59.56 million) in retail value and a
15-20% annual growth, like many sunrise
industries in the country, this vertical market
is on a steady incline and is expected to
grow further in years to come. If industry
estimates are to be believed, the Indian pet
food market is projected to have crossed the
50,000 tonne mark and it is estimated that
30% of this market comprises imported
products.
The changing consumer
While in earlier times pets in India were
perceived as loved but ‘animal’ parts of the
household, they are now considered
indispensable and estimable members of
the family. Affluent, doting pet owners in
India want nothing but the best for their
creature companions. Whereas before,
people would leave their pets behind with a
grudging neighbour or relative when they
would leave on vacation, now they have
solution providers like www.petvacations.in
and www.petfly.in, to facilitate pet travel and
holidaying for them.
Gone are the days when Indians would
perceive pet foods as items of indulgence to
be purchased only when ‘Tommy’ had been
an especially ‘good boy’. Now, enthusiastic
Indian pet owners throng pet stores
regularly to purchase pet food and treats as
staple diets for their pets. The pet food
market in India is rife with international as
well as domestic brands.
March 2010
Insurance
Pet insurance is another concept that is
catching on in the big cities as people who
spend fortunes on the acquisition of exotic
pets and unique dog breeds want to ensure
that their investments are secure. Ranges of
chic pet couture are lavished upon dogs and
cats by fashion-conscious owners, inciting
the spawning of various pet boutiques, pet
grooming centres, pet spas, et cetera.
Events
Pet fairs like the India International Pet Trade
Fair (IIPTF) aspire to ignite the fire that lies in
wait within the Indian pet market by
providing a podium to importers, exporters,
manufacturers, retailers and distributors
within the pet industry to congregate under
one roof, interact, discuss, network and forge
important business relationships. The IIPTF
not only acts as a trade event between
different countries but also between various
segments of the pet industry.
The publishing industry is also jumping on
board the growing trend towards pet
adoption. While there are a few magazines
dedicated to dogs and/or cats only, the
granddaddy of them all is Creature
Companion magazine that covers all species
of animal companion – dogs, cats, small
animals, rodents, fish and birds. They also
carry articles about the Indian pet industry.
Creature Companion is a bi-monthly and
circulation is India-wide.
 March 2010 Country PETS International

I N D I A

ownership
• The total pet population in the country in
2009 was 8.699.300. This number is
increasing by 26% every year;
• Total pet expenditure on dog and cat food
in 2009 amounted to Rs 1.721.8 million
(€26.6 million - $36.97 million).

Old dogs, new tricks

Here are some of the latest luxuries ‘well to
do’ Indian pets are availing of
• Air travel
• Pet insurance The more, the merrier!
• Premium pet apparel and accessories 2008 2009
• Luxury pet toiletries Pet population in India 8,157,500 8,699,300
No PETty Matter This! • Pet-friendly resorts Dog and Cats 7,602,200 8,121,000
• The retail value of the Indian pet market • Pet spas Dogs 6,824,400 7,296,800
currently stands at Rs 2.773.2 million • Pets-only resorts Small dogs 2,725,900 2,991,700
(up to 20 lbs or 9 kg)
(€42.8 million - $59.56 million) and is • Pet fashion shows Medium dogs 1,213,900 1,240,500
expected to reach Rs 4.827.5 million • Pet camps (20 to 50 lbs or 9 to 23 kg)
(€74.6 million - $103.68 million) by 2014; • Pet dating websites Large dogs 2,884,600 3,064,600
(over 50 lbs or over 23 kg)
• It is experiencing a steady 15-20% • Pet perfumes and colognes
Cats 777,700 824,200
annual growth, year after year; • Pet Magazine subscriptions
Other pets 555,300 578,300
• The Indian pet food market is projected to
Birds 120,400 124,600
have crossed the 50,000 tonne mark; Fish 367,300 385,700
• Changes in lifestyles, mindsets, economic Small mammals/reptiles 56,200 68,000
growth and amplified disposable Small mammals 11,400 56,500
incomes of Indians have and will Reptiles 67,600 11,600
continue to lead to an increase in Source: Euromonitor International
pet adoptions;
• Those people with pets are
taking better care of their pets
and spending more on them;
• Only 30% of the products are
imported, representing a largely
untapped market;
• Reduced import duties on premium
pet products (from 40% to current
30%) are encouraging trade;

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