From the Himalayas to global shelves: The rise of Dogsee Chew

As pet care transcends mere companionship to become a reflection of lifestyle and wellness, few stories capture this shift better than that of Dogsee Chew. At the forefront of this transformation is Bhupendra Kanal, whose journey from the Himalayas to global pet-care shelves exemplifies vision, perseverance, and entrepreneurial spirit.

In this interview with India Business and Trade, Bhupendra Khanal chronicles the rise of Dogsee Chew—from humble beginnings in Darjeeling dairies to exporting high-protein, 100% natural pet treats to over 30 countries. As demand for clean, chemical-free, and ethically produced pet nutrition surges worldwide, Dogsee Chew’s story offers a compelling blueprint for entrepreneurs aiming to build global-scale impact from India.

IBT: Could you walk us through the founding vision behind Dogsee Chew? How did the idea take shape in 2015, and what early challenges did you navigate?

Bhupendra Kanal: The idea emerged during a visit to a friend’s dairy in Darjeeling, where we noticed local dogs stealing traditional Himalayan chews. As pet parents, we were curious and brought back 22 kg to Bangalore for study. The product turned out to have over 65% protein—higher than any dental treat globally—and was 100% natural, vegetarian, and handcrafted. This aligned with what we wanted for our own pet.

The emotional pull of taking something from the Himalayas to the world further strengthened the vision. Early challenges, however, were around production—training villagers and small dairies to make the chews consistently and scaling supply.

IBT: At what point did Dogsee Chew hit its growth inflection, and how did international markets shape your strategy and product development?

Bhupendra Kanal: Initially, India wasn’t fully ready for the product due to its premium nature. But once we explored global markets, the response was overwhelming. Our first pallet order from Spain and then a container order from a UK client proved to be turning points.

Global buyers valued the Himalayan origin story, high protein content, and natural ingredients. Their trust pushed us to scale manufacturing, improve consistency, and strengthen processes.

IBT: How has India’s pet nutrition market evolved, especially regarding natural and single-ingredient products?

Bhupendra Kanal: When we began, most products in India were by-products of the meat or leather industry and heavily dependent on additives. But consumers soon became very aware—they wanted clean, natural ingredients for their pets, just like for themselves.

This shift aligned with our philosophy, and we expanded into freeze-dried foods, herbal Ayurvedic shampoos, and other natural products. The market’s growing awareness, from vets to pet parents, has supported this transition.

IBT: How would you compare Indian pet parents with those in mature markets like the US or Europe? Are there key differences?

Bhupendra Kanal: Western markets are structurally more mature, with established grooming chains, veterinary networks, and higher purchasing power. But in terms of awareness, Tier-1 Indian pet parents are equally—if not more—vocal and questioning.

Indian consumers probe ingredients, sourcing, and manufacturing standards far more. This involvement is a strength and a key driver of quality improvements in the sector. Structurally, India is still catching up, but awareness levels are on par.

IBT: As a major exporter, what challenges did you face with sourcing, supply chain logistics, and regulatory compliance?

Bhupendra Kanal: Coming from software and advertising backgrounds, we lacked FMCG experience. So we hired strong manufacturing and quality experts and adopted a “build world-class or nothing” mindset.

We invested in top global certifications such as BRC, C-TPAT, BSCI, and built a zero-waste, solar-powered, carbon-negative facility. Our booths at global trade fairs were also world-class, helping us gain trust quickly.

Building this entire ecosystem—from packaging to compliance—was challenging but essential for global acceptance.

IBT: With a diverse product portfolio, how do you maintain consistent quality and nutritional reliability?

Bhupendra Kanal: Quality is our non-negotiable. We often reject entire batches from vendors for even minor deviations. The company follows 5S principles and is always audit-ready.

We built a strong internal team with leaders who were previously at global giants like Almarai. This keeps our quality systems aligned with global benchmarks. A ruthless focus on quality is what enables us to scale without compromise.

IBT: From a policy perspective, what support from the Government of India could help the sector scale globally?

Bhupendra Kanal: We’ve received strong support from agencies like DGFT, EPCs, and state authorities. However, the biggest gap is the absence of a dedicated pet food or veterinary division under FSSAI—something equivalent to the USFDA’s pet food segment.

Another issue is lack of reciprocal access. Countries like Thailand and China can easily sell in India, but Indian exporters face far tougher entry barriers. Equal market access or reciprocity is essential if India wants to compete globally in this category.

IBT: Looking ahead to 2035, how do you see India’s potential in global pet treats, nutrition, and wellness? What must the industry focus on?

Bhupendra Kanal: India has no option but to grow. We have 3.6% of the world’s population but contribute only 0.03% to the global pet trade. Given our massive dairy base—22% of global milk production—and agricultural strength, we can easily command 3–4% of global market share.

To achieve this, India must build manufacturing-led capacity, not just brands. Large factories, strong quality culture, and long-term capex investment are crucial. We cannot depend on a trading-led ecosystem—we must build like China and Vietnam if we want to lead globally.