Pet grooming

How this female entrepreneur’s pet grooming brand recorded revenue of Rs 1 Cr

More and more people are enjoying the company of their furry friends so much that Pope Francis has angrily claimed that opting for pets such as cats and dogs over children is a “new form of selfishness.

But it also highlights the growth take care of an animal and the pet parenting industry around the world. India was home to over 21 million pet dogs in 2019 and is expected to reach over 31 million by 2023, according to Statistical. In fact, India is the fastest growing market for pet care – including pet food, pharmaceuticals, grooming, toys and accessories, which is expected to become a of $490 million by 2022.

Nishma Singhal was running a men’s grooming business when she saw huge market potential in pet sitting after her niece adopted a Shih Tzu and named it Oreo.

“When he came into our lives, we pampered him with many retail purchases and spoke to many traders and other dog parents to find out which products were the best, their specialty and the prices, and we found a gap in the market,” she says. His history.

She noted that international products were of higher quality but were more expensive, and domestic products at lower tariffs compromised quality. This led Nishma to start Inasmuch asAnimals ZoivaneInasmuch as, a natural product and paraben free pet grooming products at affordable rates. The name is inspired by the Italian word “Giovane”, which means young and energetic.

Born and raised in Delhi, Nishma holds a BTech in Cosmetic Technology from Padmashree Dr DY Patil Vidyapeeth in Mumbai and an MBA majoring in Perfumery and Fragrances from Università degli Studi di Padova in Italy. She also completed a European master’s degree in perfumery and cosmetics at ISIPCA in Paris.

Navigating the Pet Care Industry

Based in Surat, Nishma focused on research and development to formulate the right products and conducted a survey of retailers and pet owners to understand their experience.

In September 2020, Zoivane Pets officially launched a few products like shampoos for dogs and cats, detangling spray and sent it to celebrities like Shilpa Shetty and Athiya Shetty who are dog parents.

Formulated in-house and manufactured at third-party facilities, the brand offers over 60 products that range in price from Rs 200 for a 100ml shampoo to Rs 5,000 for a 5 liter shampoo.

He claims to have sold more than 10,000 products with a presence in nearly 400 retail stores across the country and online stores like Amazon, Flipkart, Nykaa, Myntra and Meesho.

As well as ensuring products are easy to transport, the entrepreneur focused on attractive scents and packaging to attract customers.

“People are always going to look at the packaging and smell the products first. So we focused on attractive packaging and on research and development, with an emphasis on scents that stand out…today, customers tell us that their dogs smell better than they do,” she says.

Funding and way forward

Nishma always wanted to be her own boss, so entrepreneurship came naturally to her, but it wasn’t without its challenges. Presently, the challenge facing Zoivane Pets is to market and reach its target audience of pet parents in India. It shares market space with competitors like PetVeda and Captain Zack, among others.

However, Nishma says the brand has consciously deferred spending on social media and performance marketing so far and relied on organic growth.

“We didn’t want to burn money and remained profitable. The idea was to focus on R&D because if there is no good product at all, what do you market? I had learned CorelDRAW and Photoshop during a sabbatical and was able to create the first packaging designs myself because we didn’t want to exhaust the marketing budget,” she says.

Started with an initial investment of Rs 25 lakh, it has already recorded revenue of Rs 1 crore for the business year ending March 2022. In December last year, the startup raised its seed funding of $100,000 from a digital first and community-based investment platform We Founder Circle.

Thanks to Zoivane Pets’ sales-oriented strategy, Nishma did not have to worry about financing as the business remained profitable and many investors approached the entrepreneur.

“We chose the We Founder Circle for the team because they don’t just invest money, but also want to partner with you to grow and provide a rich network of people and community to tap into. for help,” she said.

For aspiring entrepreneurs and women entrepreneurs, Nishma advises to research a problem to solve and its place in the market and just start working on it.