Last Updated:February 06, 2026, 01:51 IST 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 …