In Conversation with Pooja Sankpal, Founder of Head to Paw, he delves into his career trajectory, range of products, importance of educating pet parents, and more.
Question- How has your company’s trajectory been so far and what are the lessons that you have cultivated?
Our trajectory at Head to Paw hasn’t been about reckless, short-term scaling; it’s about deliberate, high-quality growth. We made a conscious choice to grow slowly but surely, because we simply won’t compromise our core values of quality and honesty. This focus has allowed us to establish a strong, trusting relationship with pet parents right from the start. We found that discerning customers are actively seeking out products with integrity—they are willing to invest in formulas that actually work. We quickly learned that uncompromising quality is the engine of our sustainable growth, not a marketing tactic. Another key lesson is that specialization is strategic: by focusing on solving specific problems, like persistent itching, we became an expert brand, giving us a strategic advantage in the market.
Question– What are your range of products and how are they defining the current market landscape?
Our product range consists of premium essentials crafted with only the most effective, honest ingredients—the ones that truly work for both dogs and cats. Our core focus is on specialized cleansing. This includes our gentle Tearless Shampoo for puppies and kittens, our highly popular Itch Relief Shampoo, a convenient 2-in-1 Shampoo and Conditioner, and our targeted Tick & Flea Shampoo. We are defining the market by pioneering the shift toward ‘premium wellness’ grooming. We don’t just sell shampoo; we sell dermatological health. We teach why products must be pH-balanced to protect a pet’s skin barrier—this isn’t a feature, it’s our basic promise to animal welfare. By being completely transparent about our ingredients and offering specific, effective solutions, we position ourselves as a trusted expert brand.
Question– How do you decide which new products or services to develop next?
Our product development is filtered through one question: Will this product bring the utmost best quality to animals, using only proven ingredients? If the answer is no, we won’t make it. We don’t follow market trends; we listen to vets, groomers, and our customers to identify problems that existing low-quality products fail to fix, like paw pad dryness. We then assess the feasibility of ethically sourcing and formulating a solution without relying on harsh chemicals. Every new product must align with our core ‘best quality’ rule—if we have to use a marketing gimmick to sell it, we scrap the idea. We’re committed to filling viable niches and justifying our strict quality standard with real value.
Question- How important do you think is educating pet parents in today’s era and what steps does your brand take to achieve the same?
Education is absolutely critical—it’s how we build trust and stay authentic. We truly believe informed pet parents are the key to better pet welfare. For us, this isn’t just about selling our products; it’s about building a community dedicated to the overall health and wellness of pets. We go beyond just grooming. We create simple content that explains the science behind a dog’s skin and helps decode ingredient labels. But we also try our best to educate on broader topics, covering nutrition, preventative care, and general well-being. Our commitment to honesty means our packaging is totally transparent, and we partner with certified vets and groomers to share expert, credible advice, ensuring we foster a well-informed community.
Question- What are the challenges that you have faced and how did you overcome them?
Like any premium brand driven by animal welfare, our main challenges were resisting the temptation to cut corners and convincing a price-sensitive market that true quality is worth the investment.
The cost of sourcing the best, ethical ingredients is high, but we refused to compromise. We overcame this by building direct, long-term deals with suppliers, ensuring we secured the highest-grade materials while maintaining our margins. To tackle the market mindset, we chose to sell trust and authenticity through radical transparency. We clearly listed all ingredients and explained their function, letting the product’s integrity speak for itself. This built a loyal community that values our honesty more than a low price tag.
Question- What are your plans for the future?
Our plans are focused on leading the premium wellness space, driven by the same love for animals that started us. We will expand our line to include complementary products like specialized paw care balms and nutritional supplements, all using our signature gentle formulas. We are also pursuing smart retail growth, expanding into curated, high-end stores to let more customers experience our quality firsthand. Ultimately, we aspire to build a Wellness Hub—a resource where pet parents can access our products alongside expert advice and trusted professionals, making us the most trusted name in holistic, gentle pet care in India.