The End of the Kibble Monopoly
For years, the default choice for dog food was the convenient bag of dry, brown pellets. It was easy, had a long shelf life, and was marketed as a complete diet. However, a growing number of Indian pet parents are looking beyond convenience, driven by
a deeper connection with their pets and a greater awareness of their nutritional needs. This shift is part of a larger trend known as 'pet humanisation,' where pets are seen as integral family members deserving of the same care and attention as anyone else. As a result, highly processed kibble, often containing fillers like corn and wheat, is being scrutinised for what it lacks: freshness, high-quality protein, and moisture. This has paved the way for a new market of fresh and customised pet food to emerge and flourish.
What is a Custom Diet, Really?
A custom diet is precisely what it sounds like: a meal plan designed specifically for an individual dog. It moves away from the 'one-size-fits-all' approach. Typically, the process involves a consultation to gather details about the dog's breed, age, weight, activity level, and any existing health conditions like allergies or sensitivities. Based on this profile, meals are formulated by experts using fresh, human-grade ingredients such as chicken, fish, paneer, and vegetables like pumpkin and sweet potatoes. These meals are gently cooked to preserve nutrients, portioned for calorie control, and delivered fresh to the pet owner's doorstep. The goal is to provide a diet that is not only palatable but also biochemically optimal for that specific pet.
Tackling Urban Dog Health Issues
Life in an Indian city presents unique health challenges for dogs. A sedentary lifestyle can lead to obesity, while pollution and environmental allergens contribute to persistent skin issues. Digestive problems are also common, often linked to an intolerance to grains or preservatives found in commercial foods. Custom diets are helping to address these problems directly. By eliminating common allergens and using limited, high-quality ingredients, these diets can lead to a significant reduction in itching and skin inflammation. The high moisture content in fresh food aids hydration and kidney function, a notable benefit in India's hot climate. Furthermore, with precisely controlled portions and a focus on lean protein over carb-heavy fillers, these diets are an effective tool for managing weight.
The Vet's Verdict on Fresh Food
The veterinary community's stance on fresh diets is evolving. While some veterinarians have historically cautioned against homemade food due to the risk of nutritional imbalance, many are now acknowledging the benefits of professionally formulated fresh diets. The key distinction is between an unscientific home-cooked meal of roti and rice, which is often nutritionally incomplete, and a scientifically balanced custom diet formulated by nutritionists. A well-formulated fresh diet can offer improved digestibility, better skin and coat health, and increased energy levels. However, experts stress the importance of choosing a reputable brand that ensures its meals are complete and balanced according to canine nutritional standards.
A Shift in Pet Parenting
Ultimately, the move towards custom diets is about more than just food; it's a fundamental shift in the pet-parent relationship in India. It reflects a generation of owners who are proactive, informed, and willing to invest in their pet's long-term health and happiness. Startups and online-first brands have made these specialised diets more accessible than ever, offering subscription models and doorstep delivery in major cities. This trend shows that for many urban Indians, providing the best possible care is no longer a luxury but a core responsibility of being a pet parent. This deeper bond is fuelling a market that prioritises wellness and preventive health, one customised meal at a time.
