From Personal Experience to Pet Nutrition: Journey of A Petter Life’s Anjali Kalachand

Anjali Kalachand's journey into the pet care industry began with a deeply personal experience: her own Indie puppy, who struggled with health issues due to processed food and poor nutrition. Frustrated by conventional remedies, Anjali took matters into her own hands, diving into the world of pet nutrition and eventually becoming a certified pet nutritionist. This passion led to the creation of A Petter Life, a company dedicated to providing fresh, balanced meals and natural supplements to enhance pets' health. Local Samosa talked with Ms. Kalachand to know her journey from a pet parent to a pet nutritionist and entrepreneur.

From Pet Owner to Pet Entrepreneur

“My inspiration to move into the pet industry was my own pet. People say that, “I rescued my dog”, but in fact, my dog rescued me. We've been together now for the last eight and a half years almost. And it's been a really amazing journey in the sense that, just getting him opened my mind to how to look after my pet in a better way. So essentially, when I got him as a puppy, being an Indie, he was a little bit on the malnourished side. And eventually, he had a lot of skin issues. I remember doing the rounds of vets because initially I was frantic the first time as a pet parent. I applied a lot of medicines which just weren't helping because the skin issues would eventually come back after we were done with the round of antibiotic treatment," Ms. Kalachand noted.

She mentioned, "Also when he turned seven months, he just stopped eating. So I was feeding him processed food, like packaged food." That's kibble, the dehydrated kind of packaged food every pet parent and owner knows about.

Ms. Kalachand elaborated, "I didn't know better and everyone around me was doing it. The vet recommended that we do that because the meals were nutritionally complete and balanced, but my dog I think knew better. He decided to just stop eating. That resulted in a lot of tummy issues, like acidity, because his stomach was empty for a long time. I spoke to a lot of vets at that point, and they said that dogs do that. You're not supposed to give them too much variety; otherwise, they become spoiled.  And there is some truth in that. However, after trying a bunch of different foods and taking the food away after half an hour, one hour of him not eating. He was just not getting better.” 

A Petter Life with the Right Co-founder

“I'm not the only person behind A Petter Life. I have a business partner, Sachin Shetty. He also adopted a puppy during the lockdown, and he was constantly asking me things, especially nutrition-related. And that's when the idea of A Petter Life was born. So essentially I was already a year into running Nutriwoof, which is my nutrition startup. Then eventually now, since last year, we've merged both A Petter Life and Nutriwoof together. Now we offer all the fresh food and things like that under A Petter Life umbrella,” Ms. Kalachand stated.

She further shared, “Sachin makes everything possible. He takes care of all the operations and he has a background in the food industry from a family of restaurateurs. So he knows how to run the food business better than I do. It's really because of him that this balancing act happens and I can focus on the nutrition piece. He is basically behind ensuring it all runs smoothly.”

Concerned Pet Parent does Market Research

At one point, Ms. Kalachand consulted her vet about cooking chicken for her growing puppy and the appropriate quantities. "I was concerned about feeding my dog adequately during this crucial stage of life, given warnings about potential long-term issues from improper nutrition." She found the vet's advice, which suggested feeding her dog commercially processed food to prevent acidity and vomiting, unsatisfactory. Coming from a health-conscious family where her mother always prioritized fresh, homemade food, Ms. Kalachand was reluctant to rely on packaged food with a long shelf life.

"Determined to find a better solution, I began researching pet nutrition online, despite not being a certified pet nutritionist. I initially fed my dog a diet that lacked balance but eventually incorporated a variety of meats, vegetables, and healthy fats. Over time, I noticed significant improvements in my dog's happiness, appetite, and skin health," she said.

Ms. Kalachand observed a gap in the market regarding the availability of reliable information on fresh feeding for pets. Realizing that many pet parents might benefit from expert guidance, she decided to become certified in pet nutrition. Her goal was to help others provide safe and effective fresh feeding for their pets, emphasizing that fresh ingredients are more bioavailable and nutritionally beneficial than processed alternatives.

The Need for Tangible Holistic Lifestyle for Pets

A Petter Life offers personalized nutrition consultations for pets. When a client books a consultation, Ms. Kalachand works with them to create a tailored meal plan for their individual pet. After providing the diet chart, there is a one-month follow-up period during which feedback is collected and adjustments are made as needed to ensure the pet's well-being. Additionally, the service includes a nutrition calculator to help determine appropriate calorie intake

She added, “We help them with a starting point in terms of how much your pet needs to consume. Other than that, A Petter Life also provides a fresh meal delivery service in Mumbai. Along with that, we also provide some supplements like bone broth and fish-based supplements, which we feel are essential additions to your pet's diet.”

A Petter Life provides the entire gamut when it comes to nutrition. They offer a range of products including 100% natural dehydrated treats and vegetarian cookies for clients who prefer plant-based options for their pets. They also provide a selection of freshly baked items such as cupcakes, donuts, and cakes for pet celebrations, including options for cats. These products are free from wheat, gluten, and artificial additives, using natural ingredients like potato for icing and beetroot or spirulina for coloring.

In addition to these offerings, A Petter Life emphasizes a holistic approach to pet care. This includes addressing skin issues with natural powders made from cold-pressed oils and herbs, and using natural tick and flea repellents instead of chemical insecticides. The company also advocates for safer, natural floor cleaners to reduce pets' exposure to harmful chemicals, aiming to enhance pets' quality of life by minimizing toxin exposure and using natural alternatives.

The Newer Generation of Pet Parents

Anjali Kalachand says that the new generation of pet parents is quite clued on, they are on top of it.

According to Anjali, new pet parents read and research extensively. While vets are the primary source of information, like pediatricians for new parents, people's thinking has changed. Many vets now recommend fresh feeding, especially for dogs with recurring digestive or skin issues. Experience has shown that fresh feeding can help, as there may be something in processed food causing reactions. Despite the quality ingredients in many processed foods, the numerous ingredients in one packet make it hard to identify what might be causing issues.

"Switching to fresh food helps because you start with something more restrictive and build from there. It has proven effective for many issues. Pet parents often notice how much happier their pets are on fresh food, making it an obvious choice," she explained.

Vital Pointers for Pet Parents with Older Dogs and Cats

You may notice changes like your pets slowing down, having trouble getting up, or jumping less. This is a sign to visit the vet for a diagnosis.

"Once diagnosed, you can incorporate ingredients that help with joint health, like anti-inflammatory substances. As pets age and their activity levels decrease, we need to adjust their nutrition accordingly. There is a belief that older pets cannot digest as much protein, but I disagree. Unless a health issue necessitates a lower protein diet, I wouldn't recommend reducing protein," clarified Ms. Kalachand.

Protein is essential for maintaining muscle strength. Ms. Kalachand explained, "For pets with joint issues, ingredients like glucosamine, chondroitin, and CBD can help. However, proper nutrition is crucial. Reducing protein leads to muscle wastage, which supports joints. Keeping muscles strong helps maintain joint health. Consider physiotherapy or exercises at home to keep your pet active."

Must-have Investments for would-be Pet Parents

Living in an urban setting means your pets are entirely dependent on you, even for outdoor activity. It's really important, before you get a pet or when you have a pet, to invest time in taking them outdoors because that's their natural habitat.

No pet should be denied outdoor time, and we couldn’t agree more. Ms. Kalachand further explained, “Even cats need outdoor exposure. Few cat owners let their cats experience the outside world, like climbing trees, because that's their natural behaviour and habitat. However, many cat parents now have cat trees, tunnels, and other activities at home to keep them engaged. It's our responsibility to ensure they have a well-rounded life.”

Local Samosa understands that pet care should involve more than just basic needs; it requires a multidimensional approach. Dogs should have regular activities like two daily walks and opportunities for hikes, beach trips, or outings. These experiences significantly enhance their happiness and well-being. Engaging pets in varied activities brings joy that routine alone cannot match.

Tips For Pet-lovers on Adoption in India

"Adopt, don't shop" is Ms. Kalachand’s mantra, and we wholeheartedly concur. “Don’t fuel the breeding industry. It's a cruel practice where pets are abused for breeding, resulting in animals genetically predisposed to many diseases,” she said.

If there's no demand, there won't be supply. Ms. Kalachand emphasized, “Don’t be a pet parent with blinders. Look around, see what’s happening, and choose to adopt, not shop. When adopting, ensure the pet suits your lifestyle. For example, a couch potato shouldn’t adopt a high-energy dog needing outdoor activity. If you’re outdoorsy, find a dog that can join your adventures.”

Local Samosa recognises that first-time pet owners do extensive research, often looking for hypoallergenic or child-friendly breeds. While this makes sense, Ms. Kalachand believes every dog or cat has an individual personality.

She advised against assuming a dog’s behavior based solely on breed. For example, not all Golden Retrievers are friendly. Adopting an older dog is often better for first-time pet parents. Older dogs, past their unpredictable teenage phase, offer more predictable behavior. Many rescues have older dogs, some as young as six or seven months, cared for by experienced individuals, making them more reliable choices for new pet owners.

When adopting, understand the animal’s personality and consider a trial period to gauge your ability to meet its needs. Visit the pet multiple times or babysit a friend’s dog to assess the responsibilities involved. This approach prevents the emotional strain of giving up a pet after bringing it home. Additionally, working with a trainer is advisable for new puppies to receive guidance and tools for managing different stages of their development.

Reaching Out to the Right Audience

The brand's business has primarily grown through word of mouth, with satisfied customers recommending the service to friends. Recently, they have increased their activity on Instagram and plan to start running ads soon to reach a broader audience.

“Our target audience is predominantly Mumbai-based, but we plan to expand pan-India. We don't want to compromise on providing fresh food, so expansion will depend on our ability to set up similar cloud kitchen setups across other cities,” she concluded.