Are pet influencers in India raking in as much money as their human counterparts?

As the pet care industry and pet retail ecosystem in India grow by leaps and bounds, ‘pet influencers’ are bringing in quick money for their owners

Known for her front-row presence at the most exclusive fashion weeks in New York and Paris and draped in custom-made outfits, Tika the Iggy recently made waves in a more vibrant ensemble. Spotted in a lavender-and-gold lehenga, she was dressed by costume designer and celebrity stylist Akshay Tyagi. Tika is an Italian greyhound living in Montreal with her parents Shapiro and Louis. 

“I collaborated with Tika two years ago for her Diwali looks and this time when the opportunity came my way, I couldn’t say no,” says Tyagi. “I love the challenge that comes with making clothes for dogs but for me, the priority was to make sure the clothes are as fashionable and stylish as Tika.”

A universal appeal

According to a report by Bloomberg Intelligence, the global pet industry is poised to hit almost US$500 billion by 2030. Meanwhile, in India, the pet care market, sized at ₹4,000 crore as of last year, is expected to double by 2026. The rise of pet influencers like Tika on platforms such as Instagram underscores a broader trend. These animals, adored for their engaging personalities and fashion sense, have not only amassed substantial followings but have also attracted the attention of major brands. For some pet influencers, this has led to lucrative partnerships, ranging from high-fashion endorsements to bespoke pet products. 

Bodhi, a Shiba Inu from New York, better known on Instagram as @MenswearDog, has strutted the runway for Todd Snyder and been a muse for labels such as Coach, Ted Baker, Brooks Brothers, Salvatore Ferragamo and Jimmy Choo, among others. Bodhi even has a book attributed to him—Fresh Looks for the Modern Man, and his own Nike capsule collection. 

“Dogs have a universal appeal and a feel-good factor about them. Everyone loves dogs,” says Yena Kim, Bodhi’s mum and a former fashion designer at Ralph Lauren. “We started putting clothes on him as a gag; he started posing, and that’s how it all began.” According to Kim, animals are more influential than humans. “They've got better engagement and they connect on a deeper emotional level. They can even capture audiences' attention, regardless of whether the product relates to them directly,” she adds.

Meanwhile, Lou, a three-year-old long-haired Chihuahua, has appeared in Vogue France, and her clothing line, which features over 200 outfits for dogs, boasts a star-studded clientele, including Kathy Hilton, Paris Hilton and Demi Moore. 

The India story

In India, once a niche concern, pet influencers are now making their mark too. Stores like Kanine and Heads Up For Tails have become hubs for trendy pet attire, offering everything from traditional Indian outfits to more contemporary designs.

"The Indian consumer is becoming increasingly brand- and quality-conscious, especially when it comes to their pets," says Shilpa Dhingra, owner and founder of Kanine, stocking a selection of luxury and high-end brands such as Tommy Hilfiger, BOSS Dog Accessories, Ralph Lauren, and Milk & Pepper, catering to the discerning tastes of Indian pet owners. “Pet parents now make most of their decisions around the well-being of their pets, and they do not compromise on their pet's needs or lifestyle,” she adds.

The market size of pet care in India was US$569.4 million in 2022 and is estimated to reach US$1,932.6 million by 2030, growing at a CAGR of 16.5 per cent, according to Decipher Market Research Agency. This has created new opportunities for brands and pet influencers as well as their owners.

Gurugram-based Nidhi Jain’s dog Tim Tim, a shih tzu, models for Heads Up For Tails. “I started dressing her (and her brother Goofy) for social media and that is when Heads Up For Tails approached me,” she says. Tim Tim is now modelling for several pet brands, earning around ₹9,000 for one Instagram Reel. 

Dressing up dogs is a form of self-expression for owners and even mirrors their style. “They’re not just pets, they’re my babies. They're like any other influencer—the only difference being that they strut on all fours,” says Jain. “We all could use a daily dose of smiles, and they deliver it."

Heavy petting

With pet owners increasingly treating their dogs as family members, the global pet industry is booming and India isn’t far behind. The pet population in India is estimated to be around 32 million, growing at 11 per cent per annum, with dogs being the most popular, followed by cats and fish. 

The sentiment is clear: pets are family. Pet parents are willing to spend on their pets and are looking for products and services that reflect their pet’s personalities. “Pet owners are now interested in giving their pets a 'mini-me' look, and many purchases are driven by Gen Z, who prioritise both style and functionality," says Dhingra. 

There is now a huge demand for traditional attire especially tailored for celebrations, and brands like Heads Up for Tails are leading on this front. “We introduced sherwanis, tuxedos and ethnic collections—a first in India, allowing pets to join their families for festivals and weddings. We also have a twinning collection for pets and their humans. It's about celebrating the special bond we share and ensuring our pets feel included in every part of our lives,” says Rashi Narang, owner and founder of Heads Up for Tails. The brand caters to products, services and programmes for all kinds of pets (guinea pigs included) and their families. 

Cats are not behind either. August, a ginger cat living in Delhi, has over 200k followers on Instagram and has collaborated with several Indian and Indonesian brands. Described as a “classy lady”, August dons outfits designed by her grandma Aren Savio, often reminiscent of those sported by Marilyn Monroe and Audrey Hepburn but with an Indian twist.

“She’s a model but payment requests are simple—treats,” says Imlinenla Jamir, August’s cat-mom. For Jamir, it's the element of anthropomorphism that captivates August’s followers. “There is something about seeing a cat dressed as a human; it triggers your serotonin and dopamine,” she says. "August's cute outfits, especially her signature three-pearls necklace, never fail to bring joy to her followers."

Looking ahead, India's pet care market is undoubtedly booming, driven by factors like rising dual-income households, lifestyle changes and urbanisation. Pet-friendly cafes, hotels and travel destinations are on the rise, catering to the growing desire of pet owners to include their companions in various aspects of their lives.

According to Decipher Market Research Agency, the pet population in the country is still small, with only 10 per cent of Indian households having pets. Brands like Kanine India and Heads Up for Tails plan to introduce more products in the market, maintaining a balance between comfort and aesthetics.

For most pet owners, their pets aren’t just animals but family. They shower an equal amount of care and affection on their pets as they would on any other family member. Tyagi states that not everything has to revolve around gaining social media validation. In our pursuit of online approval, have we overlooked the simple joy of letting pets be themselves?

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