DIMAPUR — Drawn
to the world of animals from an early age, Rana Das never imagined a career in
pet care while pursuing a Commerce degree and juggling a part-time job at a
bank.
But a childhood fascination with birds and wildlife,
nurtured during visits to his hometown, hinted at a deeper calling. After
graduation, he decided to pursue this passion seriously, travelling to
Hyderabad to train as a dog handler.
A turning point came when a leading training centre,
Commando Kennel, offered him full training at no cost along with a paid
position—an opportunity he ultimately had to turn down. Undeterred, he returned
home and later on went on to establish K9 World in Dimapur.
Rana
Das
In this interview with Eastern Mirror, Das sheds light on what
it takes to run a pet and pet products store.
Could you describe what running a pet and pet products store
involves?
Running a pet store like K9 World involves managing the
complex care and sale of live animals. This includes sourcing a variety of healthy
and well-cared-for dogs and puppies and maintaining beautiful aquariums with a
wide selection of ornamental fish. This requires constant monitoring, feeding,
and ensuring the animals are ready to find their forever homes.
The business also focuses on comprehensive retail
operations. This means stocking and managing inventory for premium pet food, as
well as a wide range of all pet supplies like toys, cages, and leashes so that
everything is under one roof. It also involves curating speciality items like
stylish collars, treats, chews, and fun pet bars.
What day-to-day tasks should a student expect if they want
to run or work in a pet store?
Working in a pet store involves a mix of animal care,
customer service, and store management. A significant part of the day is
dedicated to animal care, which includes feeding animals on schedule, cleaning
cages and aquariums, and monitoring their health for any signs of illness or
stress. You may also be responsible for exercising pets, like walking dogs, and
performing grooming basics if trained.
Customer service is another key responsibility. This
involves greeting customers, helping them find the right products, and advising
them on pet care and breed behaviour. You will assist with pet adoptions or
purchases, handle phone enquiries, and process sales at the cash register.
The role also includes managing inventory and stocking. You
can expect to be unpacking deliveries, stocking shelves, and checking
expiration dates on pet food and supplies. Keeping the store clean and
organised, along with updating price tags and promotional signs, is a constant
task.
General store operations are part of the job, including
opening and closing procedures and keeping records of sales or animal care
logs. If the store has a pet hostel, you will manage the check-in and check-out
of pets, ensure they have clean bedding and fresh water, and follow any special
care instructions from the owners.
Are there specific courses or qualifications in animal care,
veterinary assistance, or business studies that you would recommend?
For formal qualifications in India, several institutions
like Indira Gandhi National Open University (IGNOU), the National Dairy
Research Institute (NDRI), TANUVAS, etc. offer valuable training. Online
platforms provide flexible learning options for animal care and business
management.
For specialised skills in veterinary assistance and first
aid, the Paws Learning and Research Council (PLRC) in Pune offers workshops in
canine nutrition, pet behaviour, and first aid.
Additionally, the India International Pet Trade Fair (IIPTF)
conducts training sessions and workshops during its trade shows, providing a
good place for networking and skill development in the pet business.
Which skills, both technical and interpersonal, are crucial
for a successful career in pet retail?
A successful career in pet retail demands a range of
technical skills. This includes deep animal care knowledge, such as
understanding animal behaviour, diet, and health signs, and the ability to
handle animals safely and humanely. Strong product knowledge is also vital for
recommending items and managing inventory and stock. Other valuable skills
include grooming basics, proficiency in pet first aid for emergencies, and
maintaining strict sanitation & safety procedures. For growth, digital
& marketing skills for social media promotion are also important.
Equally crucial are interpersonal and soft skills that build
trust. Excellent communication skills are needed to explain pet care tips and
handle complaints calmly, while empathy and compassion are key to understanding
pet owners' emotions. Strong customer service creates a welcoming store
experience, supported by sales skills like cross-selling and upselling. The
ability to manage multiple tasks through effective time management and
coordinate with others through teamwork & leadership is essential for
smooth daily operations.
Finally, strong problem-solving skills are a key bonus.
Knowing what to do if a pet gets sick, how to calm an aggressive dog, or how to
respond to a customer complaint is critical. Being able to think fast and
respond wisely is what builds a store's reputation and ensures customer
loyalty.
With Prime
Minister Narendra Modi and fellow entrepreneurs during an interaction.
In what ways do local culture and demand shape your product
range and services?
A key challenge for places like Dimapur is that customers
often prefer budget products over premium ones. Offering only high-end items
can result in slow stock turnover. The solution is to maintain a mixed
inventory with both budget-friendly local brands and a few premium options,
while also working to educate pet owners on the long-term health benefits of
better nutrition and grooming. Additionally, many pet owners still follow
traditional feeding and care habits, such as feeding rice instead of dog food.
How do you decide which products to stock for different
types of pets and their owners?
Deciding which products to stock begins with knowing which
food, accessories, or medicine suits different animals and staying updated on
brands, safety recalls, or new arrivals. We closely observe customer behaviour
to see if they are asking for grain-free food, eco-friendly toys, or specific
shampoos. Based on this, we maintain a mixed inventory with both
budget-friendly local brands and a few premium options. To support this range,
we also educate pet owners on the long-term health benefits of better nutrition
or grooming.
What challenges did you encounter when setting up your
business in Nagaland’s market?
One of the primary challenges is limited supplier access and
logistics. With fewer direct suppliers in the region, we face high
transportation costs and delays, especially for premium products. This is
compounded by a smaller customer base for premium products.
Another significant hurdle is the low awareness about pet
care and services. Many pet owners still follow traditional feeding and care
habits and hesitate to adopt pets or try new products.
What legal regulations, licensing requirements, and
veterinary guidelines must one be aware of?
When running a pet business in India, a pet shop license is
mandatory. You must also comply with key animal welfare rules, such as not
selling pets (dogs) under eight weeks of age, providing clean enclosures, food,
water, and medical care, avoiding overcrowding, and maintaining proper records.
General business compliance includes obtaining a local trade
license from the local municipal authority. Additionally, GST registration is
required if your annual turnover exceeds limits or if you sell through
e-commerce platforms. For health-related services, a veterinary drug license is
necessary if you plan to sell pet medicines, supplements, or vitamins.
Furthermore, you must follow animal health and safety guidelines. This includes
maintaining tie-ups with licensed veterinarians, requiring vaccination records
for every pet, having isolation/quarantine areas for sick animals, and keeping
a first-aid kit.
Beyond retail, what career opportunities exist within the
pet industry—for example, in grooming, training, or nutrition?
The pet industry is much broader than just retail, with many
diverse career paths. One major area is direct animal services, including pet
grooming, with roles like groomer or salon owner. You can also become a dog
trainer and behaviourist, working as a trainer or obedience coach. You can
specialise in pet nutrition and diet consultancy as a pet nutritionist or diet
consultant. The field of veterinary assistance & healthcare is also
expanding, with roles like veterinary assistant or animal health technician.
The business and creative side of the industry is also
growing. You can pursue pet blogging, vlogging and social media influencing as
a content creator or brand ambassador. There are also roles in pet product
manufacturing and innovation for a designer, manufacturer, or product
developer. Finally, for those passionate about advocacy, a career in animal
welfare and rescue work is very rewarding. This includes roles such as a
shelter manager, rescue volunteer, or NGO worker, all dedicated to helping
animals in need.
What entrepreneurial advice would you give to students
wanting to start their own pet-related venture?
For students starting a pet venture, it's wise to start
small and validate your idea before investing heavily. Build strong knowledge
of pets and the market by learning everything you can about animal care and
customer needs. It's also crucial to network with industry experts and
customers to gain insights and build relationships. Focus on the practical side
by managing your finances wisely and understanding your numbers from day one.
Focus on customer service and building trust, as a loyal
customer base is your best asset. Be sure to understand legal and ethical
responsibilities to operate correctly, and use digital tools for marketing and
operations to reach a wider audience efficiently. Finally, combine passion with
practicality. Your love for animals is your greatest strength, but you must
balance that passion with smart business planning. If business skills are new
to you, consider partnering with someone who complements your skills. Above
all, be patient and ready to learn from every experience.
How has technology—such as e-commerce platforms and social
media—changed pet retail?
Technology has significantly changed pet retail, especially
through digital and marketing skills. We now use social media for pet store
promotion on platforms like Instagram and WhatsApp, create basic graphic
designs for posters or offers, and run an online store or WhatsApp business
catalogue to reach customers directly.
This has led to a digitisation and online pet retail boom.
E-commerce platforms make pet products accessible nationwide, while new
services like online vet consultations, pet wellness apps, and subscription
boxes are growing rapidly. We also use digital tools for marketing and
operations, such as a simple website or free apps for invoicing and inventory
management.
What marketing strategies have you found most effective for
reaching customers locally and online?
We truly believe that customer service is the most important
key for any kind of business. Our most effective marketing strategy is
providing excellent care and advice, which generates positive word-of-mouth.
This is extremely important not only to retain existing customers but also to
get new customers through trusted recommendations.
What trends do you foresee in the pet industry over the next
five years?
Over the next five years, we foresee a rise of premium and
natural pet products and an expansion of pet services in tier 2 and 3 cities.
The market will also see more smart and innovative pet products. A major trend
is the digitisation and online pet retail boom, which will make products and
services more accessible.
There will also be a greater focus on pet health and
veterinary care, alongside growing pet adoption and animal welfare awareness.
Finally, a sustainability and eco-friendly focus will become increasingly
important to consumers, influencing their purchasing decisions for pet
products.
Puppies
awaiting new homes.
RAPID INSIGHTS
What was the first pet you ever owned?
It was a red-coloured English cocker spaniel, and her name
was Silky.
Which three items would you take to a deserted island?
My pet with their favourite toys and food.
What’s one piece of advice you tend to ignore?
I ignore when people advise me that instead of keeping so
many pets, I should keep just one.
Rana
Das
