In conversation with Subesh Goel, Founder of Basil Pet Care, he shares his journey, insights on the Industry, Basil Pet Care’s trajectory and reflections, and more.
Question- How have the last nine years of your operation been?
It’s been an incredible journey—full of learning and growth. I never planned on building a pet care brand, but it happened, and it’s exceeded even my wildest dreams. We started with just five products and now have over 150 SKUs, all meticulously developed with attention to detail. This focus has helped us stand out, earning a loyal customer base with high repeat purchases.
Question– Where are your products sold across India, both offline and online?
We have a pan-India presence in 500+ offline stores, covering all metros and tier-one cities through our distributor network. Online, we primarily sell on Amazon and our website, basalpetcare.com. While we initially explored Flipkart and Geomart, high returns and commission costs made them less viable. Amazon has been stable and rewarding. We also sell through platforms like SuperTales and Petsy, but e-commerce contributes only 10% of our sales—90% comes from offline retail, making us a wholesale-first brand.
Question- Do you plan to sell on quick commerce platforms, and how challenging is it to adapt to new technologies?
Our goal has always been to ensure that wherever pet owners shop, Basil is available and accessible. Quick commerce is an exciting space, but it comes with its challenges. These platforms are evolving at a pace beyond their capacity and are currently selective about the brands they onboard. Additionally, they rely heavily on marketing spends from brands, often demanding significant investments to maintain visibility. While quick commerce is an attractive channel, we focus on sustainable growth rather than engaging in deep discounting, which does not align with our brand strategy.
Adapting to new technologies is another challenge in today’s fast-paced digital world. AI and constant advancements in e-commerce are changing the landscape rapidly. Balancing product quality, sales, finance, and staying updated with the latest tech trends is not easy, but it is essential. Keeping up requires agility and continuous learning, and while it can be demanding, it also opens up opportunities to innovate and improve operations.
Question- What products do you offer at Basil Pet Care?
Basil Pet Care covers almost every category except pet food, apparel, carriers, and cages. Our focus is on offering a comprehensive range that caters to the daily needs of pet owners. This includes grooming products such as shampoos, perfumes, and mouth sprays, hygiene essentials like wet wipes and pee pads, as well as accessories including leashes, collars, and feeding bowls. We also have a strong presence in the treats segment with dog treats, biscuits, and cat treats, alongside a variety of toys and walking essentials. The decision to avoid certain segments, like pet food and apparel, stems from the high level of competition, seasonal fluctuations, and the complexity involved in managing those categories. By maintaining a well-rounded yet strategically selected portfolio, we ensure consistent quality and availability across stores.
Question- Did you launch any new products in 2024?
While we have primarily focused on stabilizing our existing range and strengthening our market presence, we did introduce one significant product this year—Tofu Cat Litter. This product was developed as a healthier, eco-friendly alternative to traditional bentonite litter, which poses respiratory risks for cats due to its dust content. Our Tofu Cat Litter is flushable, low in dust, and made from food-grade material, ensuring that even if a cat licks its paws after use, there are no harmful effects. Sustainability and pet well-being are at the core of our innovations, and we strongly believe that small, thoughtful changes can make a significant impact. Our goal is always to contribute to the long and healthy lives of pets, and every product we develop aligns with that philosophy.
Question– What is one change you would like to see in the pet industry in India?
The pet industry needs to be more ethical in its product claims. Many brands overpromise and underdeliver, which erodes customer trust. If we focus on offering the best we can rather than making exaggerated claims, we can build lasting confidence among pet parents.
This industry thrives on loyalty—when a pet loves a product, pet parents stick with it. Maintaining quality and transparency benefits everyone in the ecosystem.
Beyond products, we should promote the joy of pet ownership. In a world where screens dominate, pets encourage real-world interactions and responsibility. Walking a pet fosters community connections, something I experience daily. If we nurture this culture, the industry will continue to grow meaningfully.