In conversation with Nitin Chawla and Anupama Chhibbar, Founders of Sicons The Pet Safari. Nitin blends tradition, passion for animals, and industry insight to redefine pet care with purpose and precision. Anupama brings global experience and strategic acumen to scale their shared vision of transformative pet wellness. In this interview they share their collective insights and mission that created Sicons.
Question– Sicons has grown from a humble store in 1998 to a full-fledged lifestyle destination for pets. How has the trajectory of your company been so far?
Sicons has come a long way since 1998—what began as a small, sincere effort to serve pets and their families has grown into a lifestyle destination with three premium stores in Delhi and Gurgaon, serving over 3,000 pets a month. Our mission is simple: Helping Pets Live Healthier Lives. At a time when pet care in India lacked awareness and access, we aimed to bridge that gap with education, quality products, and personalized care. A milestone came in 2007 with our first full-scale store in Karol Bagh, inspired by global best practices and focused on specialized nutrition, grooming, and breed-specific care.
As the industry evolved, so did we by bringing in technology, global brands, and curated experiences that reflect the emotional bond between pets and their families. Our journey also led us to social responsibility through pet food donation drives and awareness campaigns on responsible pet parenting.More than a business, Sicons has become a part of India’s pet care transformation by listening, anticipating trends, and constantly innovating to create healthier, happier lives for pets.
Question– Pet grooming is still a relatively new concept for many Indian pet parents. How do you educate and build trust among first-time customers to adopt professional grooming services?
Pet grooming in India is growing, but it’s still new and often misunderstood, especially outside metro cities. Many pet parents are used to home grooming or local vets, so visiting a pet salon can feel unfamiliar. But the shift in pet parenting is real. Pets are now family, offering companionship in single-child homes, to working professionals, and older couples alike. With stronger emotional bonds and social media influence, pet parents want the best for their furry companions.
At Sicons, we’re more than a grooming service, we are a holistic pet care destination. From daily hygiene and training tools to premium accessories, cozy beds, fish products, and travel gear, we support the full lifestyle of modern pet families. We believe in making pet care thoughtful, happy, and guided, especially for first-time parents. We educate without pressure, offering trial sessions, booklets, and personal guidance on feeding, brushing, vaccinations, oral care, and more. We let the pet and parent decide the pace of their journey.
Time, not money, is often the barrier. Pet parents are busy and need reliable partners. That’s where we come in, not just with expert services, but as trusted companions. Over time, they see the difference in their pet’s health and happiness, and keep coming back. With generations growing with us, the Sicons family continues to thrive.
Question- With your expansive product line including international brands and your in-house gourmet treats, how do you ensure quality control and nutritional integrity across the board?
There is a Chinese proverb, If something is worth doing, it is worth doing well. At Sicons, quality is not a checklist, it is a philosophy. Things are challenging with so many domestic and international players in the market, but with high intention, sincere effort, direction and skillful execution, we ensure that every product launched or introduced is well tested, certified, and thoroughly researched. This is not a process but a habit. Our objective is very clear healthy pets and happy pet parent.
For our international brands, we work only with partners who meet globally recognized certifications and regulatory standards. Each brand is vetted not just for its nutritional profile but for its consistency, ingredient traceability, and ethical manufacturing practices.
For our in-house gourmet treats, the control is even more hands-on. These are made in small batches using fresh, human-grade ingredients, locally sourced wherever possible. Every batch undergoes internal quality checks, and we continually gather feedback from our customers and pets alike because palatability and performance go hand-in-hand.
Our priority is never just to sell, but to ensure what we recommend genuinely contributes to pet health and wellness. Once a product passes our checks, we focus on educating pet parents, guiding them with personalized solutions based on their pet’s specific needs. We recommend tailored diets for issues like obesity or excessive shedding, often linked to nutrition or environmental factors. Seasonal shifts bring unique challenges, for which we proactively offer preventive guidance, run awareness campaigns, dietary adjustments, and care solutions , behavioral, treatment or lifestyle changes. We also recognize that today’s pet parents are more informed and mindful than ever. They are not just looking at the label, they are asking the right questions. And we welcome that. We also promote eco-friendly practices, encouraging organic treats, reusable packaging, and sustainability at every level. For us, introducing a brand is just one part of a full circle that begins with a pet’s birth and continues through a lifelong journey of health, care, and environmental responsibility.
Question- India’s pet industry has seen a surge in pet humanization and lifestyle spending. How do you see this trend shaping the future of pet fashion, wellness, and experiences?
The growing wave of pet humanization in India is not just a trend, it’s a deep shift in how families view and care for their pets. We’ve been seeing it for years, since the time people realized pets, like dogs, cats, fish, birds and rabbits could be companions in our homes. It’s truly wonderful to cater to evolving demands like strollers, occasion outfits, daily winter wear, perfumes, and preferences for specific shampoos or organic products. Many pet parents even look for accessories that blend with their home interiors, such as designer dog houses or aquariums. Sicons has successfully meet these needs, highlighting the shift towards pet humanization and personalised pet parenting.
One story that comes to mind is of a customer who’s been visiting our store for over five years. Every Tuesday, he prays for his dog’s wellbeing and brings prasad to share with our team, because for him Sicons is his pet’s safe place, a second home. His dedication is like that of a father caring for his child
This emotional evolution is naturally leading to increased demand for thoughtful, high-quality products and services across fashion, wellness, nutrition, and lifestyle experiences. At Sicons, we facilitate the journey by offering better, not just more. We provide a holistic, hassle-free experience with grooming, nutrition, treats, accessories, a pet-friendly café, and healthcare, all under one roof, designed to support both pets and their families. Our café, for instance, offers a space where pets aren’t just welcome, they’re celebrated. We’re not just retail; we’re a lifestyle destination for pets. A place where every experience is rooted in love, trust, and the highest standards of care.
Question- What are the upcoming trends that you foresee in the Pet Industry and do you have any projects lined up for the near future?
India has made great strides in pet care, but there’s still much to be done. Globally, the pet industry is evolving toward holistic, experience-driven care—focusing not just on products, but everyday quality of life. India is catching up quickly. These ideas are penetrating into the mainstream through nutrition innovation, multi-service care spaces, and community engagement. At Sicons, we’re proud to be part of this movement. For example, we recently supported the launch of a dedicated pet park in a residential community in Gurgaon. Watching pets socialise freely and parents engage in meaningful conversations about care was deeply rewarding—it reinforced that pet parenting in India is becoming more mindful, expressive, and community-oriented. Projects like these will continue to drive awareness and sustainability in the industry. In mature markets pet mobility aids, home essentials, and even pet fashion are a part of everyday living—reflecting a mindset of inclusion, and joy in pet parenting. We need more people to adopt pets and embrace them as family members. With more people working long hours and kids moving out, pets offer unconditional love, and we can make their lives easier.
We’re working on several projects that align with this direction from expanding our in-house wellness range to introducing tech-enabled grooming and consultation experiences, and strengthening our educational content and community initiatives. Our vision is to not just keep up with the global pace, but to localize it meaningfully through culturally relevant solutions, trusted service, and a seamless experience that supports pet parents at every stage of their journey.
And our goal is to lead from the front bringing that future closer, one thoughtful step at a time.