Sales of pet fashion products have doubled this festive season compared to business as usual, with quick-commerce and ecommerce platforms pushing more pet parents to explore festive-themed offerings for their beloved animals, industry executives said.
On Sunday, Blinkit chief executive Albinder Dhindsa introduced a series of festival-focused pet products, including kurtas and lehengas, under the name ‘Diwali with Pets’.
“We’ve got some cool new products for your pets too this Diwali. There’s sherwani, kurta, lehenga for dogs for their festive look, earmuffs to keep them relaxed and Diwali treats (with no added sugar) too on Blinkit!,” he wrote on X.
Aman Tekriwal, cofounder of Bengaluru-based pet care startup Supertails, said the company has begun delivering pet products within two hours of ordering by partnering with hyperlocal delivery startups like Zippee, which he believes will enhance the brand’s customer experience and retention. Supertails had raised around $15 million in funding from RPSG Capital Ventures in February.
Products from other pet care startups like Heads Up For Tails and Zovaine Pets are also available on quick-commerce platforms such as Blinkit and Swiggy Instamart.
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In addition to these, a slew of Instagram-first brands, like Wise Wag and Pet Set Go, are also competing to capture a slice of the pet fashion pie this festive season.Room for growth
Pet fashion, still in its nascent stage in India, is expected to grow into a Rs 500 crore market within the next five years, Tekriwal said.
“We are seeing a lot of requirements from customers on the personalisation and humanisation of pet products and these trends are very encouraging. Now we are in the festive season and we have seen that the demand for the fashion category on our platform has doubled in the month of October,” Tekriwal said.
Rashi Narang, founder of pet care brand Heads Up For Tails, noted a significant increase in sales of pet fashion products this festive season, reflecting a growing trend where pet parents are keen to indulge their animals beyond essentials.
“Beyond harnesses and leashes, there’s now a strong demand for full outfits, festive gear and accessories like themed bow-ties and bandanas,” she said.
The company has seen a 20% increase in demand for pet fashion products from a year earlier, Narang added.
Gujarat-based Zovaine Pets said the fashion category now contributes around 20% of its festive season sales. The pet grooming startup expects this demand to continue through winter and is preparing to launch more seasonal wear, including sweaters for pets.
According to a recent survey by consulting and analytics firm Redseer, individuals in metropolitan areas prefer online-first, convenient, and speedy delivery of pet care services.
Additionally, high-income small families and couples in these cities fall into an experience-oriented shopper category, seeking personalised, wellness-focused products and customised supplies for their pets.
As the trend of pet humanisation continues, retailers and digital platforms are likely to introduce more innovative products tailored to the specific needs and preferences of pet parents.
This shift not only highlights the growing importance of pets in households but also opens new avenues for startups and established brands in the evolving pet care market.