India’s Pet Culture Is Evolving Fast, And We’Re Leading The Way: Devika Khanna

Bark Out Loud, a pet care brand committed to transparency, sustainability, and pet welfare, is redefining pet parenting with high-quality, science-backed products. From nutritional supplements to grooming essentials and eco-friendly accessories, the brand ensures that pets receive the same level of love and care as their human families.

“Our mission is to build a responsible and engaged pet-loving community,” says Devika Khanna, Business Head of Bark Out Loud – Paw Pageant 2025, in an interview with Bizz Buzz. The company’s flagship event, Paw Pageant 2025, saw over 1,000 entries and 2.5 lakh votes, celebrating pets as cherished family members. “It’s not just about competition; it’s about strengthening the bond between pets and their parents,” she adds.

With grand prizes, partnerships with Solitario Diamonds and Supertails, and plans for future editions, Bark Out Loud aims to make this event a signature celebration of pet companionship in India

How do Bark Out Loud’s values of transparency, sustainability, and pet welfare influence your product development and ensure high safety and quality standards?

Bark Out Loud was founded with the mission to redefine pet care by bringing high-quality, science-backed, and innovative products to pet parents. Our journey started with a simple yet powerful belief: pets deserve the same level of love, nutrition, and well-being as their human families.

We are dedicated to creating solutions that cater to the evolving needs of pets, from nutrition to grooming and lifestyle. What sets Bark Out Loud apart is our commitment to transparency, sustainability, and pet welfare. Every product we launch is extensively researched, ensuring that it meets the highest safety and quality standards. We also strive to create a community-driven platform where pet parents can share their experiences, access expert advice, and be part of a larger movement toward responsible pet care.

Can you tell us more about the different product categories Bark Out Loud offers and how sustainability is integrated into your product range?

Bark Out Loud offers a diverse range of pet products designed to enhance the overall well-being of pets. Our key categories include:

Nutritional Supplements: Scientifically formulated to support digestion, immunity, skin health, and overall vitality.

Grooming Essentials: A range of pet-friendly shampoos, conditioners, and deodorizers infused with natural ingredients for optimal coat health.

Pet Accessories: Functional and stylish products like beds, collars, and travel essentials to ensure comfort and convenience.

Treats & Snacks: Healthy and delicious options made with natural ingredients, free from artificial additives and preservatives.Our commitment to sustainability ensures that we use eco-friendly packaging and ethically sourced ingredients, setting new benchmarks in pet care. Bark Out Loud is more than just a brand; it’s a movement toward a better, more loving, and responsible pet care ecosystem.

Can you tell us briefly how the idea of this pageant came by?

At Bark Out Loud, we’ve always believed that pets are more than just companions—they’re family, and every family member deserves their moment in the spotlight! Our world revolves around our fur babies, and we wanted to celebrate this beautiful sentiment and the shift from being pet owners to pet parents.

The idea of Paw Pageant 2025 stemmed from this thought. We wanted to create an event that truly celebrates our four-legged friends, giving them a platform to showcase their unique personalities, talents, and charm. More than just a competition, it’s a festival of love, joy, and appreciation for pets across India. It also aligns with our vision of fostering a more inclusive and engaging pet-loving community.

How do you think such events help pets and pet owners?

Events like these strengthen the bond between pets and their parents. It’s not just about the title or the prize—it’s about creating fun, unforgettable experiences together. These events also help raise awareness about pet parenting, encourage socialization, and introduce pet parents to premium products and services that can enhance their pets’ lives.

Additionally, these events bring together a wonderful community of pet lovers who share their experiences, tips, and knowledge, ultimately creating a positive impact on pet care in India. They also help break the stigma surrounding pet ownership and encourage adoption and responsible pet parenting.

How was the response to the Paw Pageant? How many entries were received?

The Paw Pageant received an overwhelming response, with over 1000 entries, 8 million impressions, and 3 lakh interactions from across the country. The competition saw more than 2.5 lakh votes cast for the finalists, making it a resounding success.

How has the association with Solitario and Supertails been?

Working with Solitario Diamonds and Supertails has been an absolute pleasure. Solitario’s expertise in crafting exquisite diamonds has brought a whole new level of grandeur to this event with the diamond-studded crown worth Rs 7.8 lakh! It has been a major highlight, and everyone is just fawning over it!

Supertails, with their unwavering commitment to pet care, has been the perfect partner in making this event truly special. Collaborating with like-minded brands that genuinely care about pets has made this journey all the more fulfilling. Their shared passion for enhancing pet welfare has made this partnership truly impactful.

Who was the winner, and which were the best entries?

The grand winner of the Paw Pageant was @thara_taau_ramphal, whose quirky and adorable video stood out, amassing 5,400 likes, 32,000 shares, and 1,30,000 impressions. They won the prestigious Crown Winner title, along with a diamond-studded crown worth Rs 7.8 lakh by Solitario. Other notable entries included:

@casperthefluffycloud – Chosen as the new Face of Bark Out Loud and awarded a professional photoshoot.

@pixiethelhasaprincess – Won a year’s supply of Bark Boxes filled with Bark Out Loud goodies.

Would you plan to make this a regular event going forward?

Absolutely! Seeing the excitement and engagement, we would love to make Paw Pageant a signature event. Our goal is to continue evolving it, making it bigger and better each year, with more categories, more prizes, and more opportunities for pets and their parents to have fun. We also want to introduce more interactive segments, expert talks, and experiences that not only entertain but also educate pet parents on responsible pet care.

Are there more projects in collaboration planned?

We’re always brainstorming new ways to bring exciting experiences to pet parents and their furry companions. While I can’t reveal too much yet, I can say that we’re working on some exciting projects that will continue to celebrate and enhance the lives of pets in India. We are committed to launching innovative initiatives that add value to the pet community. So, stay tuned!

How do you see the trend of pet keeping evolve in India?

India has seen a massive shift in pet culture over the last few years. Pets are no longer just kept for security or companionship; they are truly considered family members. The demand for high-quality pet products, specialized nutrition, grooming, and veterinary care has increased dramatically.

People are also becoming more aware of adoption, ethical breeding, and holistic pet well-being, which is a fantastic change. There is a strong move towards natural and sustainable pet care solutions, and the industry is evolving rapidly to cater to these needs. This is an exciting time for the pet care sector in India, and it’s only going to grow from here.

Do you feel we need a better policy and rules framework with respect to pets’ health and caretaking in India?

Yes, definitely. While awareness about pet care is growing, we still need stronger regulations when it comes to animal welfare, responsible pet ownership, veterinary services, and even the treatment of our street dogs. Stricter policies on animal abuse, pet-friendly housing, and medical support for strays could make a huge difference. We also need more public spaces that are truly pet-friendly, so pet parents can enjoy quality time with their companions without restrictions. There is also a need for nationwide awareness programs to educate people about the importance of vaccinations, sterilization, and responsible pet care.

Do you have any new entrepreneurial projects that interest you?

There are always new ideas brewing! My focus remains on expanding the pet care industry in innovative ways—whether through new products, services, or experiences that make life easier and more enriching for pets and their parents. There’s so much untapped potential, and I’m excited to explore new avenues in this space.

How many pets do you have?

I currently have three pets—two dogs and one cat. They are the center of my universe. As a pet parent myself, I deeply understand the emotions and concerns of other pet parents. My role is driven by passion, and I take great pride in contributing to pet care and wellness. Every product we create is crafted with the same love and care I want for my own pets. Seeing pets thrive and live happier, healthier lives is what motivates me every day.