Creature Companion - Interzoo Special September 2019 | Page 38

Industry Speak
Doggie Dabbas
NUTRITIONALLY
BALANCED FOOD AND
TREATS FOR PETS
Ms. Rashee Kuchroo, Founder and Managing Director of Doggie Dabbas recently sat
down with Ms. Priyanka Tanwar, Editor of Creature Companion Magazine to converse
about her enterprise’s expanding product line, brand positioning strategies, market
reach and future expansion plans; and the ideal feeding pattern and nutritional advice
for pets. Ms. Rashee is a passionate animal lover and a qualified nutritionist who has
specialised in Dog and Cat nutrition. Excerpts . . .
W
hy did you decide to get into
the Pet Food manufacturing
industry?
I have always been passionate about Dogs
and Cats. While other children read comic
books while growing up, I buried my head
in all types of dog books. One look at my
school yearbook and you will know my
dream was to become a veterinarian. I think
everyone around me knew that I was going
to do something in the Pet Industry at some
point of time in my life. I am lucky that
the fi rst venture I started aft er college has
turned into something wonderful.
When I entered the industry there was a
lack of availability of good quality food
products and that is what pushed me into
the manufacturing line as we are very
particular about the quality of ingredients
we use. Th us, Doggie Dabbas was born
from my very own home kitchen.
T
ell us the story behind the name
‘Doggie Dabbas.’
Doggie Dabbas & Meow Chow are both
names that resonate with me as they are self
explanatory (Dabbas for dogs & chow for
cats). I was inspired by the Dabbawallah’s
of Mumbai, for their extreme accuracy
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even though they use no technology. Th ey
have proudly represented India in the
International community and the level of
accuracy without any technology is still
such an admirable feat. As a home grown
Indian brand, we are proud of our culture
and we want to make a mark globally while
keeping our roots intact.
D
oggie Dabbas has witnessed
unprecedented success in the
Indian Pet Food market. What are the
secrets behind this triumph?
It has been a long road getting here, not
without diffi culties and push-backs. All
I had was a simple goal – to provide
good quality products for pets and never
compromise on our values. I think our
success can be directly attributed to
innovation and the fact that we provide
customers with what they really want.
Products that they can understand and
their pet’s love! However, I still feel we have
only made a very small mark in the industry
and we have a long way to go with plenty of
expansion opportunities.
D
oggie Dabbas recently launched
the ‘Meow Chow’ line of treats for
felines. Tell us about these new products
Creature Companion | September 2019 • Vol. XII • Issue 9 • Noida
and the nutritional problems they
resolve.
Meow Chow has been a part of Doggie
Dabbas since its inception. Our fresh food
service has been direct to consumer since
2011. In 2016, we soft launched our cat
treats into the market. Th is helped us gain
a lot of feedback on how to improve our
treats. We completed our research in 2018
and in 2019 we are ready to enter the retail
market in a big way.
Meow Chow has frozen food home
delivered for cats (Delhi NCR & Mumbai)
& Treats. Th e treats come in 3 Variants.
Chicken Bits – A single ingredient high
protein treat, with zero carbohydrates.
Liver Bits – Made with just chicken liver,
this is a nutritional power house and a good
source of Taurine.
Fish Bits – Fish is a good source of Omega’s
& we use Mercury and Ethoxyquin free fi sh.
H
ow do you plan to penetrate the
niche Cat Food market segment?
We plan to follow the same route we did
for Doggie Dabbas. We already have a