Leaders

That Dog In Tuxedo is a young and enthusiastic brand that has given a fresh outlook to the pet industry in India by changing the perspective of the consumers to-wards pet care. The brand was established in 2015 by Ankita Saini with the vision to create a platform that can serve as a mutual platform for both animals in need as well as for the pet parents who wish to dress up their pooches like a diva or a rockstar. The idea of starting this venture emerged from this very native thought, spreading awareness for the desi dogs, one of the smartest and healthiest breeds all over the world, which are often neglected.

In an exclusive interview with Women Entrepreneur, Ankita Saini talks more about her unique business operations of That Dog In Tuxedo.

Tell Us About Your Educational Background. And When Did You Realize You Want To Attain A Career In Entrepreneurship?
I did my bachelor's in technology and master's in business administration from Singapore. After which, I worked for some time in a finance company but very soon I realized that my creativity doesn't fit the corporate environment. I was determined, ambitious, and willing to take the entrepreneurial plunge. As I have always manifested the idea of being around dogs since my childhood, I left the job and took a leap of faith towards my dream. The idea of setting up your own business and calling the shots seemed very tempting to me and I some-how knew my idea would turn into a scalable business in no time.

Throw Some Light On The Concept Behind Creating The Brand And What Were You Looking To Achieve By Launching The Platform?
The true pillar of any company is its brand identity. From the beginning, we were adherent to positioning our brand in the luxury segment by prioritizing the quality and durability of the products. We realized that there was a significant gap in the market. None of the players were positioning their brand solely as an apparel and accessories brand. The quality of the walking gears available was inferior to the ones available in the international market. The concept was simple. To bring a paradigm shift.

By launching our online shopping platform, we also envisioned ourselves in creating awareness for Indian breeds. We promote adoptions and rescues and for this, we have a dedicated members club "Mad over Desi” (a very first of its kind in the country) for the pet parents who have walked an extra mile to give a family to a homeless dog/cat. Our Mascot Santa is also an indie dog who was adopted on Christmas Eve. He is the reason behind this idea. Most of the TDIT models are desi boys and girls. They have charismatic personalities and it's about time we give them their share of love, dignity, and respect.

Tell Us About Your Product Portfolio?
That Dog In Tuxedo focuses on four types of products - statement products, functional products, value for money products, and basic products. Each product category has a clear and distinct brand identity that drives seasonal, occasional, and year-round sales. We source pet-friendly fabrics and materials which are easy on their skin without compromising on strength and durability. All products are processed through a stringent quality check where the freshly baked products are inspected, sorted, and tagged before reaching their end consumers.

“For any successful business, one needs to have products that aren't ordinarily available in the market, our brand's usp is creating "out-of-the-box" products that are innovative and functional in addition to bespoke apparels and accessories for pets.”

We were the first in the industry to bring out the coolest and quirkiest collections for every occasion, be it Diwali, Holi, Christmas, Weddings, or Birthdays. 'Be-spoke Canine Craftsmanship' is the brand's tagline. We understand that each pet is different, not only in size but also in behavior. When it comes to sizing, we always give the option to get the customized product at no additional cost. Customers know that they are investing in the right size and quality for their pooch. Our product offerings across the globe differ according to physical and cultural differences. It gives us immense pleasure to see all the lovely furry angels dressed up, dolled up, getting pampered by their compassionate pet parents.

What Kind Of Responses Has The Brand Received From The Customers So Far?
Many factors have contributed to the success of the brand but one of the key strengths is the ability to put our customers first. Our principal designer is our customers and what they desire is what we create. "Customer insight is the holy grail of our business”. They help us innovate and compete with the trends. We connect with our intended audience at an emotional level which provides us with their loyalty. Knowing how to keep a customer happy can make or break your revenue. Customer loyalty is what we thrive for and we are lucky to have gotten immense love from our customers since the beginning.

What Are The Future Endeavors Of Your Company? Are You Planning To Incorporate Any New Products In The Days To Come?
Currently, we are looking forward to expanding rigorously internationally in the Southeast Asian market. We already have a huge fan base in Singapore and we have been actively exhibiting there. Besides this, we also have stockists in the USA and Australia. Further, to effectively compete and maintain our strategic advantage, our continuous focus needs to be on the quality and functionality of the products. We will be focusing more aggressively on leveraging social and digital media going forward. We are also looking to add more verticals to our company. You can expect more new product launches, new categories will be added soon. I would say, watch our space for more!

Ankita Saini, Founder, That Dog In Tuxedo
As a dog lover since childhood, with dedication and determination she established a successful one of a kind brand that brings chic collections for the pets and spearheaded the brand towards global recognition.