Dogsee Chew refused to drop ‘Made in India’ for UK distributor

Pet wellness brand Dogsee Chew was asked by a UK distributor to remove the 'Made in India' label from its products, but refused. Co-founder Sneh Sharma said the company instead made the Himalayan origins of its yak cheese treats central to its brand story as it expanded internationally. Sharma spoke at Inc42's 'The D2C & Retail Summit', noting that the perception of Indian products has improved significantly over the past decade.

Dogsee Chew now earns 95% of its revenue from exports and operates in over 30 countries. Exports were born out of necessity as India's pet care market was nascent, and the company decided against compromising on ingredients or premium positioning for the domestic market. Its first international query came from Spain, after which it expanded into the UK, Europe, and the US.

The panel also featured founders from Wagh Bakri, Stelcore, and Da Milano. Bharat Mandot of Stelcore warned that regulatory compliance costs across markets can weaken profitability if not factored in upfront. Shivani Malik of Da Milano said Indian brands should leverage their roots rather than hide them, as global consumers seek authenticity.