Paws & Claws Flaunt Prada

In a country where luxury knows no bounds, the newest must-have accessory isn’t a sleek sports car or a coveted designer handbag — it’s a fashion-forward ‘Purrfectly Dressed Pet.’ Forget diamonds and watches, the true glitterati are splurging up to six-digit figures (Rs 1 lakh to Rs 10 lakh) on high-end prêt-à-porter pet wear and canine couture. A dash of limited-edition accessories like diamond-dust collars or Prada sunglasses add to the ‘Oooh’ and ‘Aaaah’ charm and opulence of the Bow Wow Bling!

Purrfectly Dressed

Happy Ambani, the ‘Purrfectly Dressed’ adorable Ambani family dog became a cynosure of all eyes at the recently held Radhika Merchant and Anant Ambani wedding. Social media and animal lovers are still talking nineteen to a dozen about Happy’s outfits and their personal canine couture choices.

Khyati Shah, Founder of Pannkh Designer Pet Wear, and her husband Karan have created exclusive designer wear for the pets of Radhika Merchant, Happy Ambani as well as for Chase Piramal, the Piramal family dog.

Following a reel of her design’s display that went viral, Paankh's Instagram followers surged from 2.5k to 11.5k significantly boosting the brand’s visibility. Speaking about the pet fashion revolution, Shah underscores the deep connection between India’s heritage and modern pet couture, “Each region’s unique traditions inspire a diverse array of outfits, from traditional sherwani dhotis with saffa and scarf to authentic South Indian attire. Clients, including those from the global Indian diaspora, seek bespoke creations that reflect their cultural heritage while incorporating contemporary style.”

New Status Symbol

Imagine a pug in Prada or a poodle in a Gucci dogkini (dog bikini). India’s elite are pampering their furry friends with all the flair and finery they can muster. From bridal wear, silk scarves to custom-made collars, sunglasses, and even handbags, pet couture has officially become the latest status symbol, making heads turn and tails wag in high society.

The pet fashion industry in India has witnessed remarkable growth over the past few years. According to industry reports, the pet care market, which includes pet fashion, has been growing

at a compound annual growth rate (CAGR) of over 20%. The market size, which was valued at approximately $250 million (`20.9 billion) in 2020, is expected to reach around $700 million (`50.6 billion) by 2025. This surge is fueled by increasing pet ownership, rising disposable incomes, and a shift in the perception of pets as family members deserving of luxury.

PET PRET A PORTER

Anita Joshi, a Mumbai-based professor, spends an impressive Rs 2 lakh annually on her Shih Tzu, Coco. From sherwanis for festive occasions to everyday designer wear, Anita ensures that Coco is always the best-dressed pooch at any gathering, “We include her (Coco) at our get-togethers, kitty parties, and weddings. Most of our friends have pets of their own, so it becomes a fun tradition to see which one of our (pets) dresses the best. We twin, we dress them according to the themes, and have a jolly good time.”

Imlinenla Jamir, pet parent to August (cat) and a pet influencer (@august_thegingercat), started her journey during Covid-19 as her mother Arenla began stitching clothes for August at home. Jamir started posting pictures online as August posed glamorously on camera. Leveraging social media, paid and barter collaboration, August became a trendsetter with GRWM reels as Jamir constantly brainstormed for new content ideas taking inspiration from Marilyn Monroe, Audrey Hepburn, and Isha Borah. Her page now has over 235k followers, “It is a competitive market. One that is rapidly growing,” says Jamir.

The primary clientele consists of women aged 25 to 45 from various parts of the world. Shah notes that the market remains largely unorganized due to a lack of customization and proper design. Pannkh addresses this gap by offering tailored outfits that set a new standard in pet couture.

Desi Touch Craze

Rashi Narang, Founder of the leading pet clothing brand in India, Heads Up For Tails echoes the demand for ethnic wear as her brand draws inspiration from traditional, vibrant shades and staple materials that reflect the Indian heritage. Talking about her client demographic, Narang says, “There’s a strong presence in metro cities. However, over the past few years, we have also gained significant traction in Tier-2 and Tier-3 cities, as more families are welcoming pets into their homes. There is also a higher demand for luxury wear, festive collections, seasonal outfits like raincoats, and winter wear.”

Social media, Narang states, significantly influences this trend “Designer clothes look better when photographed, and people appreciate having products that match their and their pet’s personality to stand out. Simultaneously, it helps us as well. When we launch a new product that receives positive attention, we see it as an opportunity to expand that collection and introduce similar items, it provides instant feedback from our customers,” Narang says.

Sustainable Solutions

As the world becomes more interconnected, international styles and trends influence Indian markets. “Western popularity often finds its way to India, particularly in Urban India with greater exposure to global trends through social media,” says Narang, adding, “Pet athleisure is a prime example which our sub-brand Dash Dog offers.”

Looking ahead, Shah envisions a future where pet fashion integrates technology for enhanced functionality and comfort – a thought echoed by Narang as she states, “Innovations will shape pet fashion, with smart fabrics that monitor health and designs incorporating tech features for safety and convenience.” Shah anticipates further expansion, with trends extending to clothing for a broader range of pets, including elephants and horses. This evolving market presents both challenges

and opportunities, with a shift towards more technologically advanced and sustainable fashion solutions.

Pet Couture Market

• The pet care market, including pet fashion) has been growing at a compound annual growth rate of over 20%.

• The market size was valued at approximately $250 million (`20.9 billion) in 2020.

• It is expected to reach around $700 million (`50.6 billion) by 2025.

• This surge is fuelled by the increase in pet ownership, rising disposable incomes, and a shift in the perception of pets as family members deserving of luxury.

Clients, including those from the global Indian diaspora, seek bespoke creations that reflect their cultural heritage while incorporating contemporary style.”

— Khyati Shah, Founder, Pannkh Designer Pet Wear

Innovations will shape pet fashion, with smart fabrics that monitor health and designs incorporating tech features for safety and convenience.” — Rashi Narang, Founder, Heads Up For Tails