JUSTDOGS empowers India's pet care industry through mentorship, passion, innovation, and excellence

Journey and Vision

● Can you tell us about the journey of JUSTDOGS from its inception to where it stands today?What inspired you to start this venture?

Poorvi Anthony: Inspiration to start JUSTDOGS was residing in our home, our furry companions, our beloved pets; Reeves, Ezra, Happy, Harley, and Hanko. It all began in 2011 when Ashish and I decided to channel our unconditional love for our pets to create a haven for all pets and pet parents residing in India.

We opened our very first JUSTDOGS store in Nehrunagar, Ahmedabad. After 13 years JUSTDOGS has become the national flag bearer of Pet care in India, with a regional presence of 50+ stores across India.

Growth and Expansion

● How has JUSTDOGS evolved over the years, and what are some key milestones you've achieved along the way?

Poorvi Anthony: JUSTDOGS and the pet community of India evolved together. Back in 2011, streets did not have pet stores, as pet parents, we used to ask our relatives & friends staying abroad to bring our pet essentials and accessories. In 2011, the pet population of India was 10 Million, and today in 2024 the pet population of India is over 33 million. In these fourteen years, ‘pet owners’ have become ‘pet parents’, this massive paradigm emotional shift of pet humanization has positively impacted the Indian Pet Care industry.

When we talk about the journey of JUSTDOGS, it all began as a family-owned pet store becoming the ultimate pet parenting partner of pet parents across India with a regional presence of 50+ stores. In this journey of 14 years, our biggest milestone was to become synonymous with pet care.

In 2020, we took a major step towards improving customer experience with the omnichannel

approach and since then it has been quite a growth in all aspects.

Product Range and Offerings

● JUSTDOGS is known for its wide range of pet food and fashion products. How do you ensure the quality and variety of products offered?

Poorvi Anthony: At JUSTDOGS, we recognize that a diverse product range is crucial to address the varied needs of pets and their parents. Our portfolio encompasses multiple categories, including pet food, grooming essentials, toys, accessories, and health and wellness products. We ensure that our offerings cater to different breeds, sizes, and life stages of pets, providing a comprehensive shopping experience for pet parents.

Understanding the diverse behaviours and needs of Indian pet parents, influenced by regional

climates, lifestyles, and cultural practices, we tailor our products and services accordingly. Our

commitment to quality is reflected in our premium offerings, including high-quality pet food, luxury grooming products, and designer accessories. This approach meets the growing demand for high-end pet products and helps distinguish our brand in a competitive market.

JUSTDOGS adheres to rigorous international standards, including AAFCO and BRCGS certifications.

In selecting products, we prioritize value and relevance, evaluating whether they enhance a pet's nutrition or daily life. We assess and test these products with our pets to ensure they meet the needs and expectations of pet parents.

Presence in India

● With retail outlets spread across India, how do you choose new locations for expansion? What factors do you consider most crucial?

Poorvi Anthony: When selecting new locations for JUSTDOGS stores, we focus on areas densely populated with pet parents. A crucial factor in our decision-making is ensuring that the property allows Pets, as their comfort and accessibility are paramount. We look for neighborhoods lacking top-notch pet care facilities, aiming to fill that gap and provide pet parents with the best possible options. Additionally, we target locations that are busy and easy to access. We also prioritize areas with a strong community vibe, where local pet groups are active. Compliance with all local regulations is essential. This strategy ensures every new store aligns with our commitment to providing unmatched care and services to pet parents.

Customer Experience

● How do you prioritize customer experience in retail stores and online platforms? Can you share any innovative approaches you have implemented?

Poorvi Anthony: The core philosophy and guiding principle of JUSTDOGS are ‘DON’T SELL, COUNSELL’. We firmly believe in the fundamental of ‘knowledge is first’. JUSTDOGS fosters an environment where every pet parent who enters the store leaves with better and deeper consideration for their pet. To enhance the customer experience, In 2020, we entered into the digital space by launching a website and mobile app. User-friendly and intuitive, the mobile app offers a comprehensive range of pet care products and services on demand. It provides seamless navigation and personalized recommendations, ensuring a convenient and tailored shopping journey.

The app also features exclusive offers, real-time notifications for new products and services, and easy access to pet care tips and advice, making it a valuable tool for the modern pet parent. For JUSTDOGS, a customer is not just a customer, he or she is a part of the pet community.

Challenges Faced

● What are some of the biggest challenges you have encountered in the pet retail industry, and how have you overcome them?

Trends in Pet Fashion

● Pet fashion is an emerging trend. How do you stay ahead of the curve in this niche market? Can you share some of your popular fashion lines?

Poorvi Anthony:The pet fashion industry is experiencing notable growth, driven by the cultural shift towards pet humanization. At JUSTDOGS, we observe this trend firsthand, as pet parents increasingly invest in stylish and functional apparel. A 2023 Mordor Intelligence survey reveals that 45% of urban Indian pet parents purchased fashion accessories for their pets in the past year. This trend is further amplified by social media influencers and a rising demand for eco-friendly and sustainable options.

Understanding that pets are integral to family life, we offer a range of apparel that combines style, comfort, and sustainability. JUSTDOGS is committed to leading the pet fashion industry, providing innovative and trendsetting products for every occasion.

Future Plans

● What are your future expansion plans for JUSTDOGS? Are there any new markets or product lines you are excited about?

Poorvi Anthony: JUSTDOGS is committed to expanding its product range to meet the diverse needs of pet parents across India. This includes introducing region-specific products like weather-appropriate gear and tailored food formulations.

With the pet care industry going digital, we plan to invest in user-friendly mobile apps and online platforms. These will feature online consultations with experts, loyalty programs, and subscription services for convenient home delivery of pet essentials.

Exceptional customer service is a top priority for us. We aim to enhance after-sales support and provide educational resources through our website and social media. Building a strong community is central to our mission, so we’ll continue to organize events, sponsor pet-related activities, and engage with pet parents online.

We also plan to forge partnerships with animal shelters, rescue organizations, and training schools to support pet adoption and promote animal welfare, reinforcing our commitment as a compassionate brand.

By implementing these strategies, JUSTDOGS aims to become the go-to destination for all pet care needs in India, empowering pet parents and solidifying our position as a leading pet care brand.

Advice for Startups

● What advice would you give to startups looking to enter the pet industry in India? What key factors should they focus on for success?

Industry Insights

● How do you see the pet industry in India evolving over the next few years? What trends should businesses keep an eye on?

Poorvi Anthony: The pet industry in India is on a trajectory of robust growth, with pet companionship increasing and a rising consciousness about pet health and wellness. A key trend shaping the industry is the humanization of pets, as Pet Parents are increasingly treating their pets as integral family members. This shift drives the demand for premium products and specialized services like advanced healthcare and luxury grooming. Technological advancements are also pivotal, with emerging innovations such as smart pet accessories and mobile applications for comprehensive pet care management gaining popularity.

Additionally, the trend towards sustainability is becoming prominent, with a growing demand for eco-friendly pet products. Businesses should also anticipate a surge in pet-centric amenities, including pet-friendly travel and leisure options, which cater to the lifestyle of modern pet Parents. Adapting to these trends will be crucial for businesses aiming to capitalize on the dynamic expansion of India’s pet industry.

Personal Reflections

● Looking back on your journey, is there anything you would have done differently? What are some of the most rewarding aspects of running JUSTDOGS?

Poorvi Anthony: No, I would not have done anything differently. Running JUSTDOGS is incredibly rewarding, because of the positive impact on the health and happiness of dogs and cats. The most fulfilling aspects include enhancing pet welfare, building lasting relationships with pet parents, creating a supportive community for pet lovers, and innovating new products and services. Each of these elements brings immense satisfaction, knowing we make a significant difference in the lives of pets and their families.