Pets are loved, cared for, and nurtured like family in households today. This deep emotional bond is fuelling the rise of ‘pet parents’ across India. This shift is not just emotional, but also reflected in how people shop, spend, and prioritise their pets’ wellbeing in everyday life. According to an IBEF report on India’s pet care industry, the sector is witnessing nearly 20% growth, driven by rising disposable incomes, urban lifestyles, and a stronger focus on pet wellbeing. On Flipkart, this evolution is visible in a growing, lifestyle-led approach to pet care, with the category witnessing a 50%+ y-o-y growth. From dogs and cats to fish, birds and other pets, consumers are turning to the platform as a go-to destination for daily essentials to premium specialised products.
Pet care shopping has moved beyond food and hygiene to include a more thoughtful mix of nutrition, grooming, wellness and enrichment. A new generation of pet parents is driving this change. Gen Z and millennial consumers today account for 80%+ of overall demand on Flipkart, bringing with them a more informed and evolved approach to pet care. Cities such as Bangalore, Delhi and Kolkata are emerging as key demand centres, collectively contributing to 10% of total pet care orders, while non-metro cities like Mysore, Dehradun and Cuttack continue to see steady adoption as pet ownership expands beyond metros.
Nutrition is at the heart of this shift. There is a clear move towards clean-label, breed-specific and fortified pet food, which has witnessed 40%+ growth as consumers seek healthier and more tailored options for their pets. Alongside this, preventive care is becoming part of regular routines, with rising demand for products like grooming essentials and calming products such as Trimmers & Pet Health Supplements that support overall well-being. Playtime, too, is being reimagined. Pet toys have seen a 50% y-o-y increase in demand for chew toys, chase toys, training aids, collars and interactive accessories that keep pets active and mentally stimulated. At the same time, pets are increasingly becoming part of celebrations and everyday moments, reflected in the rise of accessories, apparel and occasion-led purchases.
Pets today play a deeply emotional role in people’s lives, with their companionship, playfulness and quiet comfort becoming part of their daily routines. This connection is shaping how pet parents make shopping choices, with a stronger focus on comfort, care and overall wellbeing. At Flipkart, this is translating into a growing ecosystem that makes caring for pets simpler, more accessible and deeply personal.
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