In India and globally, the concept of pet ownership is believed to be undergoing a seismic shift. What was once limited to feeding strays or keeping a dog as a household guard has evolved into a culture of ‘pet parenting,’ where pets are treated as full-fledged family members. At the centre of this transformation is Gen Z. This generation, raised on social media, stress-relief memes, and solo living, is rewriting the rules of pet care. The result? A burgeoning industry that promises more than just kibble and squeaky toys. “A couple of key factors are driving Gen Z’s interest in pet adoption. First, the data reveals that they seek unconditional love and companionship from pets, particularly dogs. Cats enjoy the entertainment and stress relief they provide. For instance, about 48% of pet parents globally say they like spending time with their cats as they are quite entertaining and 44% agreed that cats help in relieving stress. Additionally, with the nuclearisation of families and many young people living independently, there’s a growing need for companionship, which pets fulfil beautifully. These dynamics make Gen Z a critical demographic for the growth of the pet care industry in India,” Salil Murthy, managing director, Mars Petcare India, told BrandWagon Online.

Globally, 47% of Gen Z and millennial pet parents say their pets are the most important part of their lives. In India, this sentiment surges to 66%, highlighting the deep emotional connections younger generations form with their furry companions. Add to this the rising number of first-time pet owners—70% in India compared to a global average of 47%—and it’s clear that pet parenting in the country is no longer a niche.

What’s interesting is the shift in species preference. While dogs remain India’s favourite pet, cat ownership is growing at a faster rate. Cats, long misunderstood as aloof, are gaining popularity for their low-maintenance charm and entertaining antics. The Mars Petcare survey found that 44% of global pet parents appreciate the stress relief their cats provide, and this trend resonates strongly in India, where urban stress levels are climbing.

Urban Pet Parenting

Raising a pet in an Indian metro is no walk in the park—literally. Urban pet parents navigate a maze of challenges, from cramped living spaces to a lack of pet-friendly infrastructure. While 56% of Indian pet parents find their neighbourhoods accommodating, the remaining 44% face difficulties such as restrictions on pets in housing societies or a dearth of green spaces for exercise.

Yet, it seems these obstacles haven’t dampened enthusiasm. Instead, they’ve sparked innovation in the pet care market. Startups and established brands alike are addressing urban pet needs with products ranging from indoor potty solutions to pet-friendly travel accessories.

The economics of companionship

Raising a pet in an Indian city comes with its own set of expenses. From nutrition to grooming, pet parents shell out significant amounts to ensure their companions live their best lives. While home-cooked meals for pets were once the norm, the industry is pushing science-backed, manufactured pet food as a healthier and, in many cases, more cost-effective alternative. “There is the misconception that home-cooked food is cheaper than packaged pet food. In reality, science-backed pet food is often more economical in the long term, and it ensures balanced nutrition for pets,” Murthy said.

But it’s not just about the basics Murthy highlighted that there is a growing demand for premium vet care, pet insurance, grooming services, and even luxury pet spas indicating that Indian pet parents are willing to spend more. E-commerce platforms and brands have further fueled this trend by offering convenience and access to a variety of products and services.

Beyond food: The ecosystem expands

The pet care boom isn’t confined to food. As the sector matures, new opportunities are emerging. Vet care and pet healthcare are seeing investments in technology and infrastructure. Community initiatives like installing shelters for stray animals and promoting Indian breed adoptions are on the rise, showing how the industry is expanding its focus beyond commerce to create an inclusive ecosystem.

Collaborations with NGOs and partnerships with e-commerce platforms have also played a pivotal role, as Murthy highlighted. For instance, initiatives like “Paw Protecc” not only cater to pets but also support community animals, strengthening the overall pet ecosystem.

The Road ahead

The future of India’s pet care industry looks promising, with experts predicting double-digit growth over the next decade. The cultural shift toward pet parenting, especially among digitally savvy generations, is likely to drive this expansion. As Indian cities strive to become more pet-friendly, initiatives like Mars Petcare’s “Better Cities for Pets” are paving the way for change.

However, challenges remain. Education about responsible pet parenting is crucial, especially given the rise in first-time pet owners. The industry must also address misconceptions, such as the idea that home-cooked food is inherently better than packaged options. Brands have an opportunity to not only cater to the needs of pet parents but also bust myths that hinder informed decision-making.

From celebrity endorsements of Indian breeds to campaigns encouraging adoption, societal attitudes toward pets are also evolving. The days of viewing pets as mere property are fading, replaced by an era where pets are celebrated for their companionship, love, and loyalty. While India may have a long way to go in creating a truly pet-friendly environment, the current wave of pet parenting offers hope for a brighter, more inclusive future for pets and their parents. “Our approach includes several elements. First, we run brand campaigns focusing on the benefits of tailored, science-backed nutrition. Second, we collaborate with vets and pet nutritionists to provide credible, science-based advice to pet parents. Third, we focus on innovation, such as introducing KITEKAT, a new cat food brand tailored for price-sensitive consumers. Beyond advertising, we’ve launched community initiatives like national pet adoption weekends and campaigns like Indie Proud, which promote the adoption of Indian breeds,” Murthy concluded.

In the words of pet parents everywhere: Every day is better with a paw-positive companion by your side.