Partner for profits in pet biz

The acronym DINKY, “dual income, no kids yet” that arose as a post cursor to The Great Recession has gained pre dominance in metros. The DINKs are able to live an opulent life and own pets which easily fills up the void in their life. Media and film industry has portrayed pets in such an enticing manner that people try to give their pets an equally luxurious lifestyle no matter how heavy it gets on their pockets. When Bollywood and high profile celebrities pamper their pets in a similar fashion as they pamper themselves, then how can their followers resist this temptation? Rapid urbanisation and dire need of companionship has completely transformed public perception towards animal and this has also increased the investments in the pet grooming biz. Franchise opportunities in this industry are also on a high.

Growth ahead

Euromonitor International, a strategy research company for consumer markets has suggested that pet products in India are projected to grow by a 12 per cent constant value CAGR over the forecast period to reach Rs 2.1 billion in 2018. Consumers are willing to spend on the well being of their pets. Due to increasing awareness about the benefits of pet healthcare, further development has been anticipated.

Ashish Anthony, Proprietor, Just Dogs explains: “The rising pet ownership is driving the demand for pet food, accessories and pet care industry forward. The increasing disposable income has enhanced growth in the quality of products and services that people are now seeking. The Indian pet industry today is a massive business of Rs. 5000 crore and is growing over 20 per cent per annum.”

Taking the franchise route

Pet industry is one of the recession proof home based industries. With the tremendous growth of pet industry in India and in order to cater to the increasing demand of pet care centres, entrepreneurs are adopting franchise route for expansion. Viren Sharma, Managing Director, International Dog Bazar (IDB), says: “India is growing and this also arises the need for quality related services in this sector which is particularly not well organised. To grow our base and to create a pet friendly environment we ought to extend our work area.”

Anthony of Just Dogs adds: “It is an already established and successful business model. By adopting franchise route we wish to enhance our brand image even further. Just Dogs believes in maximising the square footage and franchisee investment by offering more sales and services while updating our four legged stock on a regular basis as well as striving to increase the number of customers at the same time.” Elaborating upon the benefits of franchise business in pet business, Sharma of Dog Bazar says: “Owning your business with benefits of larger business network and system provides added security. Pre-opening and post opening support and backup from franchisor including management, financing, training, advertising, operating procedure and assistance help greatly in growth. Consistency in service and product is ensured. Entrepreneur gets access to business knowledge even being new in this trade.”

Services

The entrance of many players in franchise model has given a great boost to pet care services. Delhi based, Scoopy Scrub provides ample services like pet hygiene, aroma therapy bath, medicated bath, D- matting, teeth brushing and grooming. Sanjeev Kumar, Owner, Scoopy Scrub informs: “We even provide a professional grooming course for pets under a structured franchise pattern. Other than these home grooming service, pick-up and drop facility, dog walkers, dog trainers, guard dogs & handlers, pet boarding & lodging, aquarium servicing are also provided.”

Under the umbrella of Scoopy Scrub are brands Pet Bytes and Licious. Pet Bytes specialises in pet accessories. Imported and Indian breeds of pups, dogs, kittens, fishes, exotic birds, hamsters, guinea pigs and rabbits are also available.

Brand Licious is a pet bakery which specialises in cakes, muffins and rolls. It provides 12 varieties of biscuits for dogs. Even birthday cakes are available. Sharma of Dog Bazar informs that it delivers all popular breeds of dogs and even foreign cage birds and parrots. They even provide novelty services like pet match making and stud service. Dogs for celebrity escorting are also provided. They boast of having officially supplied dogs and pups to prestigious organisations like army, RPF, BSF and even President’s Security. Anthony of Just Dogs informs: “We provide services like breeding, dog selling, dog accessories, pet spa, spa on wheels, dog training centre, dog boarding and pet transportation.”

Training and support

Just Dogs requires all franchisees to participate in a comprehensive training course that lasts approximately for two weeks. The brand utilises a layered training methodology beginning with classroom training on items such as dog behaviour, pack management and proper canine health and safety standards. Franchisees are then taken into actual playrooms for getting a hand on practical application of techniques learned in the classroom setting. A combination of reading, writing and exercises, along with practical hands on application is used in all areas of training including customer service, sales, human resource and overall employee management. International Dog Bazar educates its franchisees on how to manage pups and other live stock including their care, feeding, basic treatment and maintenance.

Expansion

Scoopy Scrub has a total of 25 branches across India with eight branches of Licious too.  The brand targets to spread its business across hundred locations in India. On the other hand, Just Dogs aspires to touch more than 40 locations across India in the next three years. With five outlets across Jaipur, International Dog Bazar looks forward plans to go national in the coming years.

Conclusion

Euromonitor International has forecasted India to be the fastest growing pet market in the world. So, with mounting opportunities in the pet franchise sector, it indeed is a welcoming opportunity for franchisees.

Franchise Facts