Pet ecosystem in India

Pet ecosystem

in India

Designing for the confidence gap in modern Indian pet parenting

Designing for the confidence gap in modern Indian pet parenting

Pet ownership in urban India is growing fast, but the way we care for pets has changed faster than the knowledge around it. Owners today navigate breed-specific needs, vaccination schedules, and behavior cues with little contextual guidance, most content available is west centric, and traditional wisdom doesn't always translate to a Labrador in a Mumbai apartment.
The real gap isn't information; it's confidence.

Pet ownership in urban India is growing fast, but the way we care for pets has changed faster than the knowledge around it. Owners today navigate breed-specific needs, vaccination schedules, and behavior cues with little contextual guidance, most content available is west centric, and traditional wisdom doesn't always translate to a Labrador in a Mumbai apartment.
The real gap isn't information; it's confidence.

Product Design

AI Personalisation

Behaviour Design

Zero-to-one

Artwork credit: Lalitya Krishnan | Tool: Procreate

Project Type

Project Type

Systems design

Systems design

Duration

Duration

Ongoing | 2026

Ongoing | 2026

Role

Role

Founder

Founder

Target Audience

Target Audience

Urban Indian pet parents

Urban Indian pet parents

India's urban pet population has grown rapidly over the last decade, driven by nuclear families, delayed parenthood, and rising disposable income. Getting a pet has never been easier, but understanding one has never been harder. Owners today navigate breed-specific needs, vaccination timelines, and behaviour cues with fragmented guidance, often relying on WhatsApp groups, breeder advice, or Western content that doesn't account for Indian breeds, climates, or vet access.

India's urban pet population has grown rapidly over the last decade, driven by nuclear families, delayed parenthood, and rising disposable income. Getting a pet has never been easier, but understanding one has never been harder. Owners today navigate breed-specific needs, vaccination timelines, and behaviour cues with fragmented guidance, often relying on WhatsApp groups, breeder advice, or Western content that doesn't account for Indian breeds, climates, or vet access.

The result is a large, deeply invested community of pet parents caring for their animals with more love than certainty. Vet-booking apps solve the transaction, not the confusion. Global pet content solves for the wrong context. Nothing available today answers the quiet, recurring question every pet parent asks, "Is this normal? Should I be worried?"

The result is a large, deeply invested community of pet parents caring for their animals with more love than certainty. Vet-booking apps solve the transaction, not the confusion. Global pet content solves for the wrong context. Nothing available today answers the quiet, recurring question every pet parent asks, "Is this normal? Should I be worried?"

Design Framework

5D design

process

The 5D framework, Discover, Describe, Determine, Develop, Deliver, gave structure to a problem space that is vast, non-linear, and easy to get lost in. Each phase had a clear output that fed the next, turning open-ended research into a focused design intervention. For systems thinking work, that kind of staged discipline isn't a constraint, it's what makes the complexity navigable.

The 5D framework, Discover, Describe, Determine, Develop, Deliver, gave structure to a problem space that is vast, non-linear, and easy to get lost in. Each phase had a clear output that fed the next, turning open-ended research into a focused design intervention. For systems thinking work, that kind of staged discipline isn't a constraint, it's what makes the complexity navigable.

  1. Discover

Introduction

  • Identifying the area

  • Understanding area

  1. Define

Systems thinking

  • Area briefing

  • Research insights

  • Brainstorming

Systems mapping

  • Sequence mapping

  • Stakeholder mapping

  • Causal loop diagram

  • Unfolding the systems

Systems understanding

  • Social impact

  • Environmental impact

  • Economical impact

  1. Determine

Potential areas to work

  • Opportunity mapping

  • Identifying the potential areas

Target area

  • Target area: why & how?

  • Understanding the focus area

  • Understanding the end users

  • Validating the hypothesis

  1. Develop

Communication strategies

  • What, how & why?

  • Current practices

  • Identifying the challenges

Design brief

  • Design brief

  • Demographics

  1. Deliver

Proposed solutions

  • Persona: challenges & goals

  • Communication strategies

  • Planning & execution

  • Future scope of the project

Petsy - Pet ownership ecosystem

Petsy - Pet ownership ecosystem

·

© 2026 All rights reserved

© 2026 All rights reserved

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Feel free to reach out,

+91 9453 558721

|

krishnan.lalitya@gmail.com

|

www.linkedin.com/in/lalityakrishnan

Designed with

By Lalitya Krishnan

|

© 2026 All rights reserved

Feel free to reach out,

+91 9453 558721

krishnan.lalitya@gmail.com

www.linkedin.com/in/lalityakrishnan

Designed with

By Lalitya Krishnan

© 2026 All rights reserved