India Pet Toys Market, By Pet Type (Dog, Cat, Others), By Distribution Channel (Hypermarket/ Supermarket, Specialty Pet Stores, Online, Others), By Product Type (Chew Toys, Interactive Toys, Soft Toys, Plush Toys, Fetch Toys, Others), By Region, Competition, Forecast & Opportunities, 2021-2031F

Market Overview

India pet toys market was valued at USD 501.06 Million in 2025 and is expected to reach USD 1,015.79 Million by 2031 with a CAGR of 12.5% during the forecast period. The India pet toys market is witnessing robust growth, driven by rising pet ownership, growing humanization of pets, and increasing disposable incomes among urban households. A notable socio-cultural shift has positioned pets, particularly dogs and cats, as integral family members, thereby escalating demand for high-quality, engaging, and mentally stimulating toys. Urbanization and the proliferation of nuclear families have contributed to pet companionship becoming a common emotional support mechanism, resulting in elevated spending on pet care, including toys.

Furthermore, increased awareness regarding pet mental health and the role of toys in alleviating boredom and destructive behavior has significantly boosted demand for interactive and enrichment-based products. The rising influence of social media and pet-focused content has also normalized premium spending on pet accessories, pushing both global and domestic brands to innovate and expand their offerings in India. The market has seen heightened product diversification, such as eco-friendly, non-toxic, and breed-specific toys, catering to the evolving preferences of pet parents. Moreover, the growing e-commerce sector has improved accessibility and visibility of a wide range of pet toys, especially in Tier II and Tier III cities, where physical specialty pet stores may be limited. Online platforms provide detailed product information, reviews, and personalized recommendations, enhancing consumer confidence and purchase frequency.

Additionally, pet expos, veterinary camps, and marketing campaigns by pet care brands are further educating consumers about the importance of play in a pet’s daily routine. The increasing trend of pet adoption over breeding is also expanding the customer base, with NGOs and animal shelters often collaborating with pet brands for toy donations and awareness drives. This confluence of emotional, economic, and digital factors is shaping a dynamic market landscape, with innovation, safety, and functionality becoming primary considerations for purchase decisions. However, price sensitivity remains a key factor among a segment of consumers, prompting brands to balance affordability with quality. Overall, the Indian pet toys market is positioned for sustained growth, supported by shifting consumer behavior, technological integration in toys (such as smart or app-connected toys), and the continuous expansion of organized retail and digital commerce.

Key Market Drivers

Rising Pet Humanization and Shifting Perceptions of Pet Companionship

One of the most significant drivers propelling the growth of the Indian pet toys market is the increasing humanization of pets. Across urban and semi-urban India, there is a clear shift in how pets are perceived—from functional companions or security animals to emotionally integrated family members.  By the end of 2023, there were approximately 31 million pet dogs in India, as reported by the Ministry of Health & Family Welfare and dogs being the overwhelmingly preferred pet type. Further, 600,000 pets were adopted annually, with 63% dogs and 37% cats, and pet insurance policies valued at INR 6,500 crore projected by 2025. This cultural transformation is particularly prominent among millennials and Gen Z consumers, who view pet ownership as a lifestyle choice driven by emotional bonding rather than necessity. As pets become “fur babies” in households, spending on their well-being has grown multifold, including on toys that enhance their happiness, mental engagement, and physical activity. Unlike the past, where toys were often improvised from household items, modern pet owners are consciously purchasing specialized toys designed to meet specific behavioral or developmental needs of their pets. Consumers now seek products that replicate the level of care, enrichment, and variety they would offer a child, including chew-resistant materials, breed-specific sizes, or cognitive development-focused interactive toys. The human-animal bond has evolved into a social and emotional investment, which translates directly into increased willingness to spend on high-quality, premium toys. This psychological elevation of pets as emotionally responsive beings who deserve comfort, stimulation, and playtime is a fundamental force shaping demand across demographics. Consequently, the market for toys—once a low-priority segment in pet care—is now receiving significant consumer attention and brand innovation, pushing up product volumes, price points, and frequency of repurchase.

Urbanization, Nuclear Families, and Rising Disposable Income

India’s ongoing urbanization, coupled with the proliferation of nuclear family structures and dual-income households, has created fertile ground for pet care spending, including pet toys. In metropolitan areas like Delhi, Mumbai, Bangalore, and Hyderabad, where lifestyles are fast-paced and social isolation is relatively high, pets serve as emotional companions, often replacing or supplementing traditional social networks. Per‑capita net national income at current prices nearly doubled, from INR 86,647 in FY 2014‑15 to  INR 1,72,000 in FY 2022‑23, according to National Statistical Office (NSO) data—a whopping 99% increase.  As families grow smaller and more individuals live alone or in couples, pets are seen as a stabilizing emotional presence. This dynamic has catalyzed an uptick in the number of pet adoptions, which in turn increases demand for a broader ecosystem of pet care products, toys being among the most essential. At the same time, the financial capacity to spend on discretionary pet items has increased significantly, with the average urban consumer now more likely to explore high-end, durable, or multifunctional toys. The shift in income profiles and lifestyle aspirations has encouraged consumers to treat pet ownership as an extension of their quality-of-life upgrades, including investments in pet well-being and entertainment. Simultaneously, pet owners with limited time due to work commitments rely heavily on toys to engage their pets during absences—particularly chew toys, treat-dispensing toys, and puzzle-based toys that serve dual roles of entertainment and enrichment. As a result, toys are no longer an optional luxury but an integral component of the pet care routine in urban settings. Furthermore, this trend is not limited to Tier I cities; rising incomes and aspirational lifestyles in Tier II and Tier III cities are extending the reach of this market, with localized and digital channels enabling broader consumer access and awareness.

Expansion of Digital and Organized Retail Channels for Pet Products

The proliferation of online platforms and organized retail outlets has dramatically reshaped the accessibility, visibility, and purchase behavior around pet toys in India. E-commerce platforms such as Amazon, Flipkart, Heads Up For Tails, and specialty marketplaces have not only enabled easier procurement of pet toys but have also driven product awareness through recommendations, reviews, influencer promotions, and curated bundles. This digital visibility has educated pet owners about the functional and psychological benefits of various toy categories—such as interactive, soft, chew, fetch, or plush toys—prompting more informed and frequent buying decisions. In parallel, the growth of offline specialty pet stores, veterinary clinics with attached retail counters, and dedicated aisles in supermarkets has physically anchored pet toys within the broader pet care ecosystem. Organized retail ensures quality assurance, professional guidance, and better product diversity, building consumer trust.  As reported by the Ministry of Finance, digital transactions reached 1,767 crore (17.67 billion) in September 2024 with a value of INR 251 lakh crore, of which UPI alone processed 1,504.17 crore transactions worth INR 20.64 lakh crore, reflecting massive consumer trust in digital payments—essential for online retail scale‑up. These channels often act as discovery points for new consumers—especially in urban and affluent suburban areas—where impulse purchases or consultative selling play a role. Additionally, the rise of subscription boxes and D2C (direct-to-consumer) pet brands has transformed pet toys into recurring purchases rather than one-time acquisitions, aligning them more closely with lifestyle consumption patterns. Logistics and distribution improvements, enabled by digital supply chain innovations, allow even niche and premium pet toy brands to reach remote regions. Technology-driven customer engagement—such as AI-based product suggestions, targeted ads, and mobile app integration—has also contributed to greater market penetration and consumer retention. Overall, the streamlined and tech-enabled retail infrastructure has become a powerful enabler of growth for pet toys in India, bridging the gap between demand, education, and product availability.

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Key Market Challenges

Price Sensitivity and Low Penetration in Non-Metro Markets

Despite growing urban affluence and pet humanization trends, the Indian pet toys market faces a fundamental challenge: significant price sensitivity among the broader consumer base, especially in non-metro and rural regions. While Tier I cities are witnessing rising adoption of premium pet care products, a vast portion of Indian pet owners—particularly in Tier II, Tier III cities, and rural areas—remain highly cost-conscious. For many in these regions, pets are still viewed through a utilitarian lens (e.g., as security or working animals), which limits discretionary spending on non-essential items like toys. Even in emerging urban centers, consumers frequently substitute pet toys with household objects such as ropes, sticks, or fabric scraps, viewing formal toys as unnecessary or overpriced. This results in a low household penetration of branded or purpose-designed toys. Moreover, many pet toy products are imported or made with premium materials, which increases their cost and puts them out of reach for large segments of the population. While local and unorganized manufacturers attempt to fill this gap with low-cost alternatives, their offerings often compromise on quality, safety, and durability—further deterring long-term customer trust and market development. This divide between affordability and quality underscores a structural weakness in the market. Unless brands innovate with cost-effective, localized solutions without sacrificing safety standards, the market’s total addressable consumer base will remain constrained. In effect, the economic diversity of India creates a two-speed market: one that is growing rapidly in affluent segments, and another that remains largely untapped.

Limited Consumer Awareness and Misconceptions About Pet Toy Utility

Another critical challenge hindering market expansion is the limited awareness among Indian pet owners regarding the psychological, behavioral, and developmental importance of pet toys. For a significant portion of consumers—especially first-time pet parents or those from lower educational backgrounds—pet toys are still seen as non-essential luxuries rather than tools for health, enrichment, or behavioral management. This perception gap is exacerbated by a lack of widespread public education campaigns, minimal veterinary emphasis on toy utility, and poor in-store consumer guidance. Many owners do not understand that toys can reduce anxiety, prevent destructive behavior, assist with teething, or aid in weight management through physical activity. In many cases, pet toys are only purchased reactively—after behavioral problems arise—rather than as preventive enrichment tools. Moreover, misconceptions persist about which types of toys are safe and appropriate for different breeds, sizes, and ages, resulting in either harmful toy choices or outright avoidance. Even when pet owners express interest, the variety and technical complexity of toys available in the market—ranging from treat-dispensing puzzles to smart interactive devices—can be overwhelming without professional guidance. This lack of structured consumer education impedes product adoption and satisfaction, leading to low repeat purchases or complete disengagement. The onus falls heavily on brands, retailers, and veterinarians to actively promote toy utility through accessible language, demonstrations, digital content, and consultative selling. Without this, the market risks stagnating in a narrow premium niche, underperforming relative to its potential.

Fragmented Supply Chain and Regulatory Oversight on Product Safety

The third major challenge for the Indian pet toys market lies in its fragmented supply chain and the lack of robust regulatory oversight concerning product quality and safety. A considerable portion of the market—especially at the lower price points—is dominated by unorganized or semi-organized players who manufacture toys without adhering to standardized safety protocols. Unlike baby toys, pet toys are not subject to comprehensive government regulations in India, which creates a gray area around materials used, toxicity levels, choking hazards, and durability under chewing or impact stress. This regulatory vacuum allows substandard and potentially hazardous products to proliferate, especially in small towns and unmonitored online marketplaces. As a result, incidents of ingestion, dental damage, or allergic reactions from poorly made toys are not uncommon, eroding consumer trust. Furthermore, the lack of standardized labeling, product certifications, or quality benchmarks makes it difficult for consumers to make informed decisions. From a logistics perspective, the pet toy supply chain—especially for imported or specialty items—often involves multiple intermediaries, which inflates prices and extends delivery timelines. Inventory unpredictability and high storage costs also deter small retailers from stocking a diverse range of toys. These inefficiencies further reduce product availability in underserved regions and hinder market scalability. For the industry to mature, coordinated action is needed across government bodies, manufacturers, and distributors to create enforceable safety norms, streamline supply logistics, and improve visibility into product origins and quality. Until such systemic improvements occur, safety and reliability concerns will continue to limit broader market participation and inhibit consumer confidence.

Key Market Trends

Rise of Sustainable and Eco-Friendly Pet Toys

One of the most significant emerging trends in the Indian pet toys market is the growing demand for sustainable, eco-friendly, and non-toxic products. As environmental consciousness deepens among Indian consumers, there is a parallel expectation that pet products—especially those frequently chewed, licked, or ingested—adhere to high safety and sustainability standards. This trend mirrors global movements but has found strong resonance in India due to increasing awareness around plastic pollution, toxic dyes, and unsafe imported goods. Brands are responding by introducing toys made from biodegradable materials such as organic cotton, natural rubber, jute, hemp, and recycled fabrics. These products not only appeal to environmentally conscious consumers but also assure pet owners of health safety, as pets often explore their environment through mouthing and chewing. The push toward sustainability also reflects a broader consumer lifestyle shift, wherein purchases—whether for humans or pets—are being filtered through the lens of ethical sourcing and minimal environmental impact. As an extension, packaging is also becoming more eco-conscious, with many companies eliminating plastic wraps and adopting minimalist, recyclable designs. While these sustainable toys may carry a price premium, they are increasingly viewed as a responsible investment, especially by urban millennial and Gen Z pet owners. Importantly, the appeal is not just ethical or aesthetic—many consumers report that these toys are more durable and better tolerated by pets. Over time, sustainability is likely to become a baseline expectation, not a niche offering, as regulatory and consumer pressure converge.

Customization and Breed-Specific Product Development

Another notable trend in the Indian pet toys market is the rise of customization—both in terms of design personalization and breed-specific product development. As pet owners become more informed about the unique needs of different breeds, sizes, and temperaments, there is growing dissatisfaction with the “one-size-fits-all” approach historically offered in the market. This shift has led to increased demand for toys tailored to individual pets, whether through customized size, material hardness, play style compatibility, or even aesthetic preferences like color and personalization with pet names. Breed-specific considerations are especially critical in India, where pet preferences range from small breeds like Pomeranians and Shih Tzus to large breeds like Labradors, German Shepherds, and indigenous Indian breeds such as the Rajapalayam or Indie dog. Each of these breeds has different jaw strengths, activity levels, chewing tendencies, and behavioral traits, necessitating toys that are not only safe and durable but also mentally engaging for their specific needs. For example, a toy suited to a high-energy Labrador might not be appropriate for a small indoor Pug. Many brands now offer breed-based recommendations or even design lines specifically targeting energy levels (active vs. sedentary breeds), chew intensity (gentle vs. aggressive chewers), or purpose (training, anxiety relief, fetch, etc.). Additionally, personalization in the form of pet-safe engraving or customizable toy shapes is gaining popularity through D2C platforms, creating emotional value and loyalty among customers. As consumer expectations grow more refined, customization will likely evolve from a novelty to a key market differentiator.

Growth of Smart and Tech-Integrated Pet Toys

The rapid digitization of the Indian consumer landscape has extended into the pet industry, with a growing segment of pet toys now integrating smart technology to enhance interaction, monitoring, and engagement. This trend reflects a shift from static, single-function toys to dynamic, multi-purpose solutions that cater to both pets’ physical stimulation and owners’ convenience. Smart pet toys include features such as motion sensors, automated movement patterns, treat-dispensing mechanisms, app-controlled interactivity, and even Bluetooth or Wi-Fi connectivity that allows remote control and monitoring. These toys cater especially well to urban pet owners with long work hours, as they help ensure pets remain active and mentally stimulated in the owner’s absence. For example, AI-enabled puzzle toys can adjust difficulty levels based on the pet’s progress, while interactive rolling balls can initiate movement when a pet approaches, mimicking prey behavior. These devices are not only tools of entertainment but also support behavioral training, stress relief, and even diagnostics, as some products collect data on usage patterns or activity levels. The intersection of pet tech and consumer electronics is creating a new hybrid category of “pet parenting gadgets” that complement toys with functionality. While adoption of smart toys is still at a premium level in India due to their cost, their popularity is steadily rising among affluent and tech-savvy consumers. Brands that combine entertainment with functionality—especially those integrating analytics or voice commands—are likely to dominate the future premium segment of the market.

Segmental Insights

Product Type Insights

In India, Chew toys was a foundational category in the pet toy market, particularly for dogs. They fulfill multiple behavioral and physiological needs—teething for puppies, jaw exercise, dental cleaning, and stress relief. Durable chew toys made of rubber, nylon, or flavored composites are highly popular, especially among aggressive chewers. Pet owners increasingly prefer toys that combine chew resistance with oral hygiene benefits, such as ridged designs that clean teeth and massage gums. The segment experiences high repeat sales due to wear-and-tear and dog boredom. Innovations like flavored cores, treat-stuffing capabilities, and eco-friendly materials continue to expand the category. Chew toys are often a pet’s first and most used toy, making this segment central to the market.

Pet Type Insights

In India, Dogs represent the largest segment in the Indian pet toys market, accounting for most of the product demand across all toy categories. This dominance is underpinned by the high population of domesticated dogs in Indian households, particularly in urban and semi-urban settings where breeds like Labradors, Golden Retrievers, Beagles, and Indies are common. Dog owners typically exhibit higher engagement in pet enrichment activities, contributing to greater willingness to invest in toys for exercise, training, behavioral correction, and companionship. Moreover, dogs’ natural instincts for chewing, fetching, and play make toys a functional necessity rather than a discretionary indulgence. As a result, chew toys, rope toys, and fetching accessories experience consistent demand. The market also sees increasing interest in specialized toys for puppies (teething-focused) and senior dogs (softer, joint-sensitive toys), indicating growing consumer segmentation within this category. The dog toy segment benefits from frequent product replacement due to wear and tear and pet boredom, which drives recurring purchases. In terms of variety, availability, and innovation, the dog toy category remains the most mature and profitable within the overall market.

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Regional Insights

In India, North India was the leading region in the Indian pet toys market, driven primarily by the high pet ownership rates in urban centers such as Delhi NCR, Chandigarh, Jaipur, and Lucknow. The region has a well-developed network of veterinary clinics, grooming centers, and specialty pet stores, which support the purchase of pet care products, including a wide variety of toys. High disposable incomes, nuclear family structures, and increasing awareness of pet wellness contribute to consistent demand across both premium and economy toy categories. Consumers in North India exhibit a strong inclination toward interactive, chew, and plush toys, especially for dogs, which are the dominant pet type in this zone. Additionally, e-commerce penetration is significant in Tier I and Tier II cities, boosting accessibility to a broader range of toy types. The influence of social media and the visible trend of pet parenting among millennials has further solidified the region’s status as the largest and most mature market for pet toys in the country.

Recent Developments

• In 2024, Godrej Consumer Products Ltd (GCPL) announced it will launch a pet care subsidiary—Godrej Pet Care—investing ₹500 crore over five years in partnership with Godrej Agrovet. The company aims to commence manufacturing by the second half of FY 2026, marking its entry into the pet food and accessories market in India.
• In 2024, Ethical dog breeder Premium Pet House secured an investment of US $1 million from foreign investors to expand into retail—offering pet toys, accessories, food, and supplements. This stride reflects the company’s strategic diversification into pet retail alongside its breeding operations.
• In 2025, Premium export-led brand Pawfect Pet Foods is raising up to US $17 million to launch domestically (expected in the second half of 2025) while expanding globally. Its product line includes treat chews and nutrition products—an important milestone for Indian brands entering pet toys and functional accessories space.

Key Market Players

• Nestlé Purina PetCare
• KONG Company
• Unicharm Corporation
• Heads Up For Tails (Earth Paws Pvt. Ltd.)
• Funskool (India) Ltd.
• Zak International
• Toy Worlds International
• Olive Overseas
• Lari Rubber Company
• Ptc Toys

Report Scope:

In this report, the India Pet Toys market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• India Pet Toys Market, By Pet Type:

o   Dog

o   Cat

o   Others

• India Pet Toys Market, By Distribution Channel:

o   Hypermarket/ Supermarket

o   Specialty Pet Stores

o   Online

o   Others

• India Pet Toys Market, By Product Type:

o   Chew Toys

o   Interactive Toys

o   Soft Toys

o   Plush Toys

o   Fetch Toys

o   Others

• India Pet Toys Market, By Region:

o   North

o   East

o   West

o   South

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the India Pet Toys market.

Available Customizations:

India Pet Toys market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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