D2C start-up Goofy Tails is expanding its ‘Make in India’ line of pet products to improve pets’ quality of life and make parenting easier. He has introduced over 75 pet SKUs designed and manufactured in Goofy Design Studio in New Delhi, India.
It has created a complete line to serve a pet’s daily life from waking up to falling back to sleep and throughout its life cycle. In support of the government’s “Make in India – Goofy” initiative, the product line includes pet toys, bowls, feeders, litter, grooming accessories, beds, mats, houses , trees, water fountains, arches and party accessories.
The Indian pet care products market is supported by the growth of the Indian pet food market, which reached a value of approximately Rs 2,707 crore in 2020. The pet care segment in India is valued at around Rs 4,000 crore and growing at a CAGR of around 30 percent, according to industry reports. In two/three years, the segment should cross the figure of Rs 10,000 crores.
The company claims to have seen a 30% increase in demand for pet accessories in India. Goofy Tails pet products are manufactured at Goofy Design Studio in Okhla, New Delhi, India. It states that more than 75% of Goofy products are designed and manufactured under contract in India. Goofy Tails plans to have over 90% of its range designed, developed and manufactured in India.
Kunal Gupta – Co-Founder, Goofy Tails said, “When the COVID lockdown was announced, everything shut down like imports etc. and that gave us an idea and encouraged us to start designing and to manufacture in our own country and align with our Prime Minister Narendra Modi’s “Make in India” initiative. We are regularly adding new products to our existing portfolio. Goofy Tails has benefited the most by having more control over timelines, input costs, and the development life cycle More importantly, the joy of development is a strong motivation for founders.
The “Make in India” initiative in the pet products market has spawned a new industry that has led to job creation and improved gross margins. India’s fabric and rubber industry has found a new way to increase capacity and margins. At the start of the Covid era, Goofy Tails specifically helped a few Shut Shop makers make pet products and accessories and get back to business.