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LIFESTYLE: PETCARE
Dogs Get A Life
Canines never had it so good. From conditioning
shampoos to jackets and processed foods, there is a large range of products
in the market.
By Shuchi Sinha
Benjamin is a lively
seven-year-old. He loves attention, toys and lollipops. His "mother"
Geetika Singh makes sure he gets all three. But the firm mother that she
is, she restricts the sweets-too many would make him sick. And because
he is well-mannered, he accepts the deprivation without a howl. But that
could also be because Benji, as the honey-brown golden retriever is fondly
called, does not lack too many other luxuries of life.
Take Benji at bath time. In another era, when
all that was available was the malodorous Dr Khan's dog soap, he would
perhaps have kept his distance from the tub. But these are different times.
There's his favourite lemon-scented shampoo, for instance. Blow-dried
locks and a dusting of carefully selected tick powder leave both him and
Singh feeling rather sophisticated. Another fond parent, Deepa Banerjee
of Delhi, chooses only pH-balanced neem shampoo with conditioner for her
Apso-Pomeranian hybrid because "Wendy has such beautiful pitch-black
hair".
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ALL MINE:
Benji is a pampered member of the Singh family
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The reason for the pampering is, to borrow a
phrase once used in an entirely uncanine context, "because it is
there". In the past five years, the dog market in India has perked
up to offer an astounding array of specialised products: jackets and customised
collars, mineral supplements, delightful snacks and treats, baskets and
bedding, shampoos and soaps, even deodorant powders. And more importantly
for pet owners, these come at prices that don't bite.
This is a situation custom-made for finicky
pet owners. Shireen Dhabar, a dog trainer in Mumbai, is particular about
the brushes she uses for her dogs and is grateful for the choice available
now. Darryl Pereira, legal adviser to the Tatas, makes sure that he gets
a tick powder with a "fragrance with which I am comfortable".
No Nycil here, please. Only the best will do for the two dogs-one a Dobermann
named Hitler and the other a Boxer called Tarzan. The Pereiras visit dog
shows and note the products on display. "We then look for these at
outlets," says Darryl. And they don't need a Bloodhound to sniff
out such outlets. There has been a phenomenal increase in shops storing
dog products. Sanjeev Soni, a petrol-pump owner in Noida, adjacent to
Delhi, found a nail-clipper at the neighbourhood department store and
now gives his three Great Danes-Nawab, Baba and Angel-and a Boxer-Shakha-regular
manicure (canicure?) sessions. Five years ago, south Mumbai lifestyle
store Akbarallys stocked only a few dogcare geegaws. Today, not only is
it in the process of creating a separate section for canines ("sales
are increasing almost 40 per cent a year," explains Mustafa Kachwala,
head of marketing), it has also come up with its own Akvet brand of dog
products. Says Vaibhav Grover, a Delhi-based distributor, "There
is no need now to depend on relatives abroad for dog accessories as they
are available in India." With the spurt even the small canine outlet
can have its day. Both Ketan Doshi of Champion Belt Shop in Mumbai's Jogeshwari
and Grover are overwhelmed by the growing demand. In fact, Grover is planning
to close down his leather retailing business to concentrate on the dogcare
market.
Today's dog can turn up its nose at chapati
and paneer and opt for US-based Mars Incorporated's Pedigree chow, joining
its canine kin who have made the brand the world leader with 19 per cent
of the global marketshare. "The cost of Pedigree dog food works out
to Rs 25 per day, not very different from home-cooked meals," says
Ellis V. Rozario, head of Pedigree's India operations. And at such costs,
it is easy to appease a fastidious canine: lamb slices with noodles and
assorted vegetables, rawhide chewsticks that taste of chocolate, flavoured
medicinal supplements, even weight-management food for obese dogs.
The biggest international names are in India.
Royal Canin (France), among the oldest global players, has reported a
fivefold increase in sales in north India since it came to India five
years ago. The others include US companies Econoba and Purina, which set
up shop last year, and Propac, which has been around for a few months.
Pedigree/Chum, also from the US, was launched in March this year. "The
customised food and accessories market is doubling every year," says
Duleep Madan of Creative Pet Products, Delhi, owner of the Happidog brand.
"Medicinal products are growing steadily at 20 per cent."
Dabur, never one to let sleeping dogs lie, has
joined pharma giants like Bayer, Ranbaxy and Glaxo in manufacturing dog
medicines. Its herbal remedies, which lend themselves rather easily to
the brand name Ayurvet, help dogs in a "safe, natural and effective
way". Owners are also taking pains to educate themselves about their
pets' nutritional needs, says Dr M.M. Sharma, a veteran vet. Another indication
of this is, as S. Madhok, executive committee member, Kennel Club of India,
points out, a 100 per cent increase in subscriptions to the Indian Kennel
Gazette, a monthly publication on breeding and dog care issues brought
out by the Chennai-based organisation.
Comprehensive information on the upbringing,
nutrition and medical care of dogs can also be found at dedicated sites
like a2zofpets.com or dogsindia.com and concerningpets.com. The content
includes a directory of vets in 18 states across India. Another useful
site is the vet helpline site (vethelplineindia.com) which aims to help
you "find a vet or a pet of your liking or a mate for your pet as
well as pet products". Almost all news portals too have a pet section.
While world class pet hospitals aren't common
yet, establishments like the Champagne Memorial Hospital in Delhi's Palam
Village are setting the pace for superlative medical facilities. Set up
by an NRI, A.K. Sinha, in memory of his beloved dog Champagne, the hospital
has state-of-the-art equipment for treatment of dogs. Many cities also
have grooming parlours and boarding hostels for pets.
What next? Dog jacuzzis? Maybe not, but one
thing is clear. If it's a dog's life you're leading, you must be one lucky
bitch.
-With Natasha Israni
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