Hari Shankar, Co-Founder, Pets of Paradise, Shares His Honest Take on Building in the Pet Industry

The pet industry in India has transformed dramatically over the past two decades, and I have been lucky to have witnessed it up close. As someone who has navigated this landscape and built something on my own, I understand the hurdles and triumphs of starting out. Here are some things I wish I knew when I started out.

1. People will remember you for only one thing: focus on solving that one problem!

When I started, I tried to set up a marketplace with everything available for pet parents under one roof. Clearly I had no differentiation in the consumer's eyes and it would have taken very deep pockets to get anywhere with that. Why even last year when I launched pet food I did with food for both cats and dogs. It's important to understand each of these target groups is mostly exclusive of each other and it takes more resources to target different people early on. Today we only focus on building the cat food range first and that’s worked wonders in terms of execution.

2. Build Trust through Quality and individual customer focus

Pet parents are highly cautious and in India, trust is a major issue. Building trust takes time but compromising on quality is never an option. Focus on each and every one of your early customers, ensuring that you provide consistent quality and service. If you can satisfy a good number of customers and make them your cheerleaders, half the battle is won. There is no marketing as effective as word of

mouth when it comes to pet care.

3. Embrace Digital and Community Engagement

Now, platforms like Instagram and WhatsApp have become the discovery platforms for pet food and products. It has made the whole product testing lifecycle, which would have involved months of supplying to pet shops and waiting for feedback, very short (maybe weeks). Use this to your advantage, make small batches, send it out to your target audience, get quick feedback, and iterate fast. The biggest advantage of being a startup is the ability to be nimble and pivot faster than the giants.

4. Prepare for Challenges and Stay Resilient

From supply chain disruptions to competition, the road is not always smooth. I’ve faced my fair share of setbacks, but resilience kept me going. Learn from failures, adapt quickly, and never lose sight of why you started.

5. Never Stop Innovating

Innovation keeps your business relevant. Whether it’s introducing new products, exploring sustainable practices, or enhancing customer experience, always be open to new ideas. There is a lot of scope for customisation and tailoring that can be done to the Indian context and as startups, we should focus more on building for India rather than emulating the West.

To young entrepreneurs: the pet industry is more than just a business; it’s about enriching lives—both pets and their parents. Your passion, combined with perseverance and innovation, can create something truly impactful. Best of luck on your journey!