21st January, 2026, Mumbai, India
Marking the first webinar of the year under Season 9, “The Rise of DINKWADs: How Pet-First Households Are Reshaping Consumption,” explored how DINKWAD (Double Income, No Kids, With a Dog) households are redefining value and reshaping consumption patterns across categories, particularly within the rapidly growing pet economy. The session featured insights from Reethika Nair, Cranial Prosthesis Specialist and ex–Dr. Reddy’s; Dr. Aravind Kumar, Independent Animal Veterinarian; and Shivangini Dwivedi, Founder of Ultimutt, and was moderated by Aadya Sinha.
Dr. Aravind opened the discussion by sharing how, over the course of his veterinary practice, he has witnessed a significant shift in how pets are perceived and cared for. He outlined his work in advanced veterinary care, including joint replacement surgeries supported by multidisciplinary teams. Reflecting on the 1990s, he explained that pets, especially dogs; were largely kept outside homes, received minimal medical attention, and were treated more as guards than companions. Emotional attachment and structured healthcare were limited. He noted that while this change was gradual, the COVID-19 pandemic marked a dramatic turning point. Lockdowns, increased internet exposure, and global conversations led people to re-evaluate relationships, companionship, and responsible pet parenting. Post-COVID, he observed a clear shift from medium and large security-focused breeds to smaller companion breeds, reflecting lifestyle changes and the growing emotional role of pets within families.
He emphasised that pets are no longer seen as “owned” but as sons, daughters, or siblings. He highlighted the rapid expansion of India’s pet care ecosystem; from customised pet food and grooming to dog walking, training, and specialised healthcare. Pet parents today actively research, seek recommendations, and demand high-quality services. He concluded that the pet care industry is evolving from a largely unorganised sector to a more structured and specialised one, driven by education, customisation, and a greater willingness to spend; particularly among dual-income households without children.
Shivangini then elaborated on the concept of DINKWADs, sharing how the topic strongly resonated with her personal journey and her experience running a daycare and grooming facility. She described DINKWAD households as those who do not view pets as hobbies or cost-based decisions, but instead design their lives around them, treating dogs as children and integral family members. While this trend has long been visible in the West, she noted that it is now rapidly growing in urban India.
She characterised DINKWAD households as resource-rich but time-poor, prioritising convenience, trust, and expertise over discounts. Quality is non-negotiable, and service providers are expected to understand animal behaviour and deliver both emotional and physical care. Shivangini highlighted a cultural and linguistic shift, where pets are no longer referred to as “owned” but as children or siblings, reflecting intentional parenting rather than casual ownership.
Comparing past and present practices, she noted that pet care has evolved from basic boarding and feeding to structured routines involving training, enrichment, and premium grooming. Grooming, she explained, is now viewed as preventive and wellness-focused rather than cosmetic. She concluded by stating that this is not a passing trend but a long-term structural shift, making the pet care industry more sustainable through trust-driven, long-term relationships.
Reethika offered a deeply personal perspective, grounding the discussion in lived experience as a DINKWAD pet parent. She shared how she and her husband consciously chose to raise dogs, later realising that the commitment required equal—if not greater—emotional, time, and financial investment. Her first dog, Snoopy, entered their lives 11 years ago and fundamentally reshaped their routines, priorities, and emotional outlook.
She spoke about treating pets no differently from children, from remembering birthdays to recognising emotional parallels with human parenting. While societal acceptance of pets as children remains limited, she shared how Snoopy became central to their household and contributed to her own personal growth. The addition of a second dog, Luna, marked another phase, where prior experience enabled smoother transitions, faster training, and shared routines, even as costs and responsibilities doubled.
She highlighted how experience improves behavioural understanding, emotional balance, and training outcomes, while also addressing the real challenges of pet parenting; financial strain, social judgement, guilt, and anxiety. From an industry perspective, she outlined four key life stages where opportunities exist: puppyhood, training, long-term health and wellness, and geriatric care; reinforcing that pet care is a lifelong journey rather than a one-time service.