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The country’s pet product and services industry is worth around Rs 12,500 crore
DINKWADs are a marketer’s delight because they are brand loyal and typically don’t quibble about price tags. Representational image
They are metro millennials. They are big spenders. They are crazy about dogs. Combine all three, and you get a brand-new demographic that’s taking pet product marketers by storm—the Indian DINKWAD (double-income, no kids with a dog).
India’s pet product and services industry is worth around Rs 12,500 crore. Of this, Rs 6,500 crore is just pet products, including food, treats, biscuits, etc. Services, including vets and specialised surgery, are worth another Rs 5,000 crore, while grooming services, including spa, bath, nail clipping, etc, are another Rs 1,000 crore business.
Says Nitin Jain, chief operating officer of Godrej Pet Care: “Across India’s top 200 cities, 50 per cent of pet adoptions are in single-child families at the insistence of the child. DINKWADs comprise around 15 per cent. People who choose not to marry are another 20 per cent, while empty nesters comprise 5-10 per cent, and parents of kids with special needs comprise another 5 per cent.” Although single pet parents are a big chunk of adoptees, typically these are cat mums. For dogs, the DINKWAD is the second biggest demographic across India, he adds.
That background is important given that dogs comprise 65-70 per cent of all pet adoptions across India. Apart from cities where space crunch is an issue and so cats are preferred (typically Mumbai and Bengaluru), dogs rule most Indian homes, which makes DINKWADs an important community for both dog parents as well as pet product marketers. Says Ayesha Huda, chief marketing officer, Mars Petcare India (maker of Pedigree): “DINKWADs are not a niche segment—they represent a structural shift in India’s pet care landscape. They are increasingly shaping how the category grows, premiumises, and innovates.”
The data backs that up. According to the Mars-IPSOS Global Pet Parent Survey, DINKWADs now account for 26 per cent of pet parents in India. “Millennials and Gen Z together make up over two-thirds of pet parents in the country, with many entering pet parenting before parenthood or choosing pets instead of children,” she adds. What is particularly significant is how this cohort relates to pets. “Our research shows that 66 per cent of young Indian pet parents consider their pets the most important part of their lives, and over 60 per cent report a positive impact on their mental health,” she says.
Which cities have the maximum number of DINKWADs? India’s top eight metros—Delhi NCR, Mumbai, Bengaluru, Chennai, Hyderabad, Pune, Kolkata, and Ahmedabad—have the highest concentration of DINKWADs, says Huda. And how much do these pet parents spend on average? Typically, it’s around Rs 7,000-8,000 per month on a puppy and Rs 3,000-4,000 per month on an adult dog, plus another Rs 3,000-4,000 on vaccines and medical care, says Nitin Jain.
DINKWADs are a marketer’s delight because they are brand loyal and typically don’t quibble about price tags. Says Dr Aravind Kumar of Ark Veterinary Clinic: “In healthcare, the GP is less preferred, and specialists are in demand. There is a huge boom in spending on food, spa, grooming, healthcare, customised meals/caterers, and even makeovers.” Given that time constraint is a real issue, DINKWADs prefer digital/online consumption with 30 per cent opting for that convenience, says Jain. This is also a community that is very active on peer networks on social media.
The big difference that sets them apart is that DINKWADs do not see their dogs as anything other than family members. Says mom-of-two dogs Reethika Nair, founder-CEO at Reeora Hair Artists: “I compare my two kids with what my friends feel for their human child. Birthdays, customised space in the car, lifestyle adjustments—everything revolves around them.” Nair routinely interviews pet service providers before choosing the best option for her pet children.
So attractive is this segment that many new brands are building their products around this demographic. Says Smriti Thomas, founder of Muttley Crew brand of pet treats: “DINKWADs aren’t just our customers—they’ve shaped the way we’ve built the brand because these households have become a large part of the communities we exist for.” These are pet parents “who go the extra mile—they read labels, ask questions, and care deeply about what goes into the bowl.” Apart from big cities, DINKWADs can also be found in pockets like Goa, Pune, and Coorg—”places where people are building slower, more intentional lives with their dogs at the centre,” she says. They are demanding and intentional because they look for the “best possible options, not just the easiest ones”.
Indeed, says Vineet Khanna, co-founder at online pet store Supertails, DINKWADs stand out because of “how intentional their choices are. For pet care brands this group matters because once they believe in something, they tend to stay with it.” Brands targeting DINKWADs, he says, are focusing more on education, easy access to services, and reliable experience rather than just discounts.
February 05, 2026, 17:25 IST
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