Preventive pet wellness: Building trust through science: Dr Mohit Lalvani

In this special edition of the IBT Thought Leadership Series, we feature Dr. Mohit Lalvani—MD & Founder of Mascot Spin Control India Pvt. Ltd., and the entrepreneurial force behind Captain Zack and Cocoon—who has been instrumental in shaping India’s science-led pet wellness ecosystem.

While his legacy in clinical research and product validation spans over three decades, Dr. Lalvani’s foray into the pet care and pet nutrition space stemmed from a deeper observation: India’s pet ecosystem lacked preventive health frameworks rooted in hygiene, nutrition, and formulation science. Through his ventures, he has championed transparency, species-appropriate formulations, and global-grade safety standards—bringing clinical thinking into everyday pet parenting.

In this conversation, he shares key consumer insights, regulatory gaps, export opportunities, and hard-earned entrepreneurial lessons from building credible pet wellness brands in an evolving market.

IBT: Captain Zack carved a distinct identity in India’s premium pet care space. What consumer insights or unmet needs led you to create a science-led, transparent pet care brand?

Dr. Mohit Lalvani: When I started, there wasn’t even a clear concept of preventive pet hygiene in India. The fundamental question was simple: Why do pets fall ill frequently? Why don’t they live as long as they should? Most answers pointed to one root cause—poor hygiene and grooming practices. I observed that a well-groomed pet eats better, feels happier, displays less aggression, spends more quality time with pet parents, and ultimately lives longer.

I strongly believe that grooming is preventive healthcare. Just as humans feel refreshed and healthier after regular bathing, pets also require consistent hygiene care. That insight led me to create a grooming-first brand that focused on prevention rather than cure. We introduced species-appropriate pH-balanced shampoos, paw butter for post-walk care, leave-in conditioners, and even waterless bath solutions for hydrophobic dogs. The core philosophy was simple: healthy grooming leads to a healthier, longer life.

IBT: When you built Captain Zack, India’s pet care sector had minimal regulatory oversight. What risks did this pose, and how did you build credibility?

Dr. Mohit Lalvani: The first and most significant challenge was education. In this category, the consumer is the pet, but the customer is the pet parent. We had to build trust with both. Many pet parents were unaware that a dog’s skin is more alkaline than human skin, and that human shampoos, typically formulated at a pH of around 5.5, are too acidic for pets and can damage their skin barrier. Educating customers on why species-specific products matter was therefore essential. We positioned our products as preventive rather than curative, leaving treatment to veterinarians while focusing on hygiene-led wellness. We actively engaged groomers, veterinarians, and behaviourists, conducted awareness events, and ensured complete transparency in ingredient communication. Trust was built through science, clarity, and consistent messaging.

IBT Should Indian pet care brands voluntarily adopt higher clinical and safety standards—even before regulations mandate them?

Dr. Mohit Lalvani: Absolutely. In skincare and grooming, animal testing is not permissible, so we used sensitive human skin testing as a proxy to ensure safety. If a formulation is safe for highly sensitive human skin, and if the pH is appropriately adjusted, it can reasonably be extrapolated for pets. In pet nutrition, however, expertise becomes even more critical. Brands aiming to scale globally must collaborate with qualified nutritionists. I strongly recommend partnering with an Indian pet nutritionist while also consulting experts from the United States or Europe, as these regions are more advanced in pet nutrition science. This dual validation not only strengthens the formulation but also enhances export credibility and builds global trust.

IBT. How do you see consumer awareness and preventive pet wellness evolving in India?

Dr. Mohit Lalvani: Awareness is improving, but the pace is gradual. India has approximately 3 to 3.5 crore pet dogs, yet I estimate that only about 5% of owners can truly be considered pet parents, while the remaining 95% are traditional dog owners. There is a significant difference between the two mindsets. The shift toward preventive grooming, balanced nutrition, and emotional bonding is primarily being driven by millennials and Gen Z, especially urban adopters between the ages of 25 and 35. This generation is more receptive to the idea that hygiene and nutrition directly impact longevity and quality of life. Over the next five years, I expect faster momentum as generational change reshapes consumer behaviour.

IBT: How can India strengthen its global competitiveness in pet food and wellness exports?

Dr. Mohit Lalvani: Small brands must collaborate rather than compete in isolation. Large and small players alike should consider forming industry syndicates and working collectively with the government to strengthen export facilitation. India already possesses strong raw material capabilities and manufacturing infrastructure, which can serve as significant competitive advantages.

However, harmonised standards, coordinated representation, and globally recognised nutrition validation are essential for scaling internationally. If brands align their efforts and speak with a unified voice, India can position itself as a credible sourcing hub for high-quality pet wellness products.

IBT: What three guiding principles would you give founders building in pet nutrition and wellness today?

Dr. Mohit Lalvani: The first principle is radical transparency. In this industry, you serve both a consumer who cannot speak and a customer who must rely entirely on your honesty. Trust is non-negotiable. Brands must clearly communicate what ingredients are included and what are excluded, and explain why those exclusions matter. For instance, avoiding sulphates, artificial colours, artificial fragrances, and harmful preservatives such as DMDM Hydantoin—a formaldehyde-releasing preservative—should not merely be marketing claims but conscious safety decisions backed by explanation.

The second principle is investing heavily in education. A significant portion of resources should be allocated to consumer awareness, because education builds long-term brand equity. Many pet parents still purchase products based on brand recognition rather than ingredient understanding, and that gap must be addressed through consistent communication.

The third principle is prioritising formulation integrity over price competition. Safety, balanced nutrition, appropriate protein-fat-carbohydrate ratios, dermatological suitability, and ingredient traceability must matter more than being the cheapest option in the market. If a brand can earn the trust of even 25 to 30 percent of informed young pet parents, it has laid the foundation for a sustainable and scalable business.