Can an Indian Brand Redefine Premium Pet Products?

For years, the word premium in India's pet industry has often been associated with imported products.

Whether it was pet food, accessories or furniture, many pet parents believed that if a product came from overseas, it was automatically better.

The founders of CanineJoy Gears believe that perception is beginning to change.

Not because imported products are bad.

But because Indian manufacturing has evolved.

Changing what "premium" means

According to co-founders Rachit Khattar and Utkarsh Tomar, the idea behind CanineJoy Gears was never to compete with the cheapest products in the market.

Nor was it to imitate international brands.

Instead, the goal was to build products that pet parents would describe as reliable years after purchasing them.

"Premium shouldn't simply mean expensive," says Tomar.

"To us, premium means thoughtful design, dependable quality and products that continue doing their job long after the excitement of buying them is over."

Built for Indian homes

One challenge the founders identified early was that many products available in the market weren't necessarily designed around how Indian pet parents actually use them.

Some homes have limited space.

Many dogs spend time both indoors and outdoors.

Products often need to withstand heat, humidity, frequent cleaning and enthusiastic use by energetic breeds.

Rather than simply adapting overseas designs, the company says it focused on understanding how Indian customers actually live with their pets.

That thinking influenced everything from foldable designs that save space to elevated feeders intended for everyday practicality.

Learning from customers instead of assumptions

The founders say one of the company's biggest advantages has been its close interaction with customers.

Instead of relying solely on market research before launching products, they continue gathering feedback after every launch.

That approach has resulted in several product improvements.

Replacement fabric options.

Larger bowls.

Improved fastening systems.

Refined finishes.

Additional height adjustments.

"Some of our most valuable product meetings happen through customer conversations," says Khattar.

"People tell us what's working, what isn't and what they'd like us to improve next. That's difficult to learn from a spreadsheet."

Premium doesn't have to mean inaccessible

One of the company's guiding principles has been finding a balance between quality and affordability.

Rather than removing features to reduce costs, the founders say they look for efficiencies in manufacturing while protecting the aspects that influence durability and everyday experience.

The result, they believe, is a product that delivers better long-term value without asking customers to pay solely for branding.

"Our goal has never been to build products that everyone says are cheap," says Tomar.

"We'd rather build products people feel were worth every rupee they spent."

Building trust over hype

In less than a year, CanineJoy Gears has served over 11,000 pet parents across India while receiving 700+ website reviews, 129+ Google reviews, and hundreds of customer photos and videos.

For the founders, however, these milestones aren't viewed as proof that they've succeeded.

They're reminders that expectations continue to rise.

"Every order creates a responsibility," says Khattar.

"Customers don't compare us only with Indian brands anymore. They compare us with the best products available anywhere. That's exactly how we think it should be."

Looking ahead

The founders believe India's pet industry is entering a new phase.

Pet parents are becoming more informed.

They're asking better questions.

They're looking beyond price and paying greater attention to durability, safety and long-term value.

As the market evolves, CanineJoy Gears hopes to contribute by building products that demonstrate Indian brands can compete on quality rather than simply on cost.

For Khattar and Tomar, changing perceptions won't happen overnight.

But if more pet parents begin believing that a premium product can also be designed and manufactured in India, they'll consider that progress worth building toward.

About CanineJoy Gears

Founded in 2025 by Rachit Khattar and Utkarsh Tomar, CanineJoy Gears designs and manufactures premium pet furniture and accessories in India, including elevated dog beds, foldable beds, elevated feeders and personalised pet essentials. The company focuses on thoughtful design, long-term durability and delivering better value to pet parents through products built to last.

Website: https://www.caninejoygears.com