How Akshay Gupta’s Pet Fed is taking pet care to the next level

Recognised by Limca World Record as the ‘Biggest Dog Carnival’, Pet Fed is all geared up for its 8th edition. Actor Dino Morea has come on board as an investor and brand ambassador for Pet Fed.

In an exclusive interview with Adgully, Akshay Gupta, Founder, Pet Fed, speaks about his venture, which started in 2014. Being the visionary behind this pet phenomenon, Akshay Gupta, whose passion for pets has driven the growth and success of Pet Fed, says, “I envision Pet Fed as a haven for pet lovers and their beloved companions, providing meticulously planned, unique experiences that leave a lasting impact.”

What is Pet Fed all about? How has its journey been?

Pet Fed, India’s biggest pet festival, is a carnival for pets and pet lovers spread across 3 acres of lush green land. With innumerous activities, workshops, stalls and all things fun and knowledgeable, we aim to make the bond between you and your pets stronger and give pet lovers, who don’t have pets at home, a chance to be among thousands of dogs. We started Pet Fed back in 2014 and our journey so far has been exhilarating. Ever since the very first Pet Fed, we have built a community that can engage, interact and learn with likeminded pet parents, who can come together at a common platform and learn from each other and see what is there in the category for better pet parenting and celebrate the joy of pet parenthood.

Could you share insights into the marketing strategies employed to attract a larger audience at Pet Fed this year?

In order to attract a larger audience, we host collaborations with several brands that help us reach a wider audience who already have a niche in the pet category. With the help of engaging content, staying on top of social media trends, contest and giveaways, we attract the audience. We ensure that we always have something in store for anyone who visits our social media and/or any other channels, whether a pet parent or a pet lover.

Pet Fed is the holder of the Limca World Record for the ‘Biggest Dog Carnival’, how is the show going to be this year? What are your expectations from it?

Indeed! We are the holder of the Limca World Record for the ‘Biggest Dog Carnival’ and we wear that badge with pride. But ever since we received that honour, our vision has been upgraded to making Pet Fed not only the biggest, but the best pet festival any pet parent can witness. Each year, we expand our horizons and bring out exciting new activities, experiences and collaborations. With each year, we aim to set a new benchmark for an amazing pet festival and overtake those benchmarks the next year. Over the years, we have garnered several loyal and committed pet parents who visit Pet Fed every year and they always go home with a fresh new experience and a whole lot of happy memories.

How does Pet Fed India approach collaborations with pet-related brands and businesses to enhance the overall festival experience?

Pet Fed India is all about teaming up with like-minded brands to amp up the festival vibe. We are always on the lookout for new and exciting brands, who have products or services that not only help in pet keeping and pet care, but also give our pet parents a new and exciting experience each year. One such brand is Justdogs, which has partnered with us for several seasons and has always assisted us to not only enhance the overall festival experience, but also push the envelope to give all our pet parents an enriching and delightful experience.

Could you elaborate on any unique brand partnerships or sponsorships that will be featured in this year’s Pet Fed?

At Pet Fed India, we are always on a lookout for innovative brands that our beloved pet parents can trust. Who can provide the best of nutrition, healthcare and lifestyle. Few such brands are Purina Supercoat from the house of Nestle that been a flagship in pet nutrition, Drools, one of the leading Indian brands in the pet industry, and Mankind’s Petstar, from the home of India’s largest pharmaceutical brand serving life since 1991. These are just a few of the key brands who have partnered with us. Among other brands are Allana’s Bowlers, Dyson, 24x7, to name a few. Pet Fed India is all set to raise the WOOF! this Pet Fed Season.

Are there any specific digital marketing campaigns planned to connect with pet owners and enthusiasts leading up to the event?

Pet Fed is by the pet parent, for the pet parents. Our key campaign for every city is our Mascot Hunt campaign. We host a week-long contest and encourage all the pet parents to participate in our Mascot Hunt. With daily social media story challenges for pet parents, which not only helps us garner a lot of audience apart from the pet community, but also introduces a unique and lovable mascot, seamlessly integrating it into promotional materials, live appearances, and interactive activities. The mascot becomes a symbol of our festival’s values, fostering a sense of community and joy. Through social media campaigns, and mascot-led initiatives, Pet Fed creates a memorable and engaging experience, elevating its brand presence and reinforcing its commitment to pet welfare and responsible ownership.

Could you share details on specific marketing initiatives featuring Dino Morea and how they have resonated with the target audience?

Dino Morea has not only been a key for our marketing initiatives, but also a visionary investor in our venture since 2016. An advocate for pets and a pet parent himself, he aligns perfectly with our brands vision and mission. Together, Dino Morea and I have hosted more than 20+ Pet Fed Festivals in over six cities across India, while spreading out to a new city each and every year.

What can you say about the progress that has been made in India related to pet care and brands which are into it?

India has been witnessing notable progress in the pet care industry with a growing emphasis on the well-being of pets and the increasing popularity of various pet-related services. India’s pet care industry has experienced gradual growth, marked by an increased awareness among pet owners about the importance of holistic pet well-being. Specialised pet brands have emerged, offering premium products with an emphasis on quality nutrition and grooming essentials.

The convenience of e-commerce has played a pivotal role in providing pet owners with easy access to a diverse range of high-quality pet care items. The expansion of veterinary services, focusing on preventive care and specialised treatments, has contributed to improved overall health management for pets. Furthermore, pet adoption initiatives have gained momentum, encouraging responsible ownership. The concept of pet-friendly spaces, such as cafes and parks, has become more prevalent in urban areas, reflecting a shift in societal attitudes toward considering pets as integral family members. Innovations in pet tech, including smart products and health monitoring devices, have further propelled the industry’s advancement, making pet care more accessible, modern, and comprehensive.

What does the road ahead for the pet industry look like, according to you?

Let’s shift our focus from the term ‘Pet Industry’ to the more inclusive ‘Pet Care Community’. Our objective is to foster a sense of belonging and well-being for all pets and their owners, transcending a purely business-oriented perspective. Central to our mission is the promotion of education and awareness, recognising that responsible pet care extends beyond mere adoption. It includes providing comprehensive support, addressing the physical, mental, and medical needs of our animal companions. The future of the pet care community rests in the hands of society, and it begins with small yet impactful initiatives that culminate in significant achievements. By expanding initiatives such as shelter provisions, organising more adoption camps, and advocating for an acceptance of pets as they are, without forceful breeding or violence against street and stray animals, we aim to guide and educate society on the ethical and compassionate treatment of these living beings.

The future of pet care looks bright! People are treating their pets more like family members, so we can expect a demand for better and fancier pet products. Imagine cool gadgets and tools to keep an eye on your pet’s health! We’re also moving towards being more eco-friendly and kind to animals, so the pet industry might focus on sustainable and ethical practices. Taking good care of pets before they get sick and spreading awareness about responsible pet ownership will be important too. You might see more services like pet grooming and training to make sure pets are happy and healthy. Overall, the way we care for our pets is changing, and it’s all about making sure our furry friends have the best lives possible!