For decades, “Made in India” was often associated with affordability.
Today, a growing number of Indian companies are trying to redefine what those words represent.
Among them is CanineJoy Gears, a pet products company founded by Rachit Khattar and Utkarsh Tomar, which believes Indian manufacturing should be recognised not just for competitive pricing, but for craftsmanship, durability and thoughtful design.
The founders aren’t trying to convince customers to buy Indian products simply because they’re made in India.
Instead, they believe Indian products should be chosen because they genuinely deserve to compete on quality.
A different way of thinking
When CanineJoy Gears was founded, the easier option would have been to import ready-made products and focus entirely on branding and marketing.
Instead, the founders invested in building products closer to home.
The decision wasn’t driven by patriotism.
It was driven by practicality.
Designing and manufacturing locally meant they could improve products faster, respond to customer feedback more quickly and maintain greater control over quality.
“Being close to manufacturing means we’re close to every improvement as well,” says co-founder Utkarsh Tomar.
“If we identify something that can be made better, we don’t have to wait for the next imported shipment. We can start working on it immediately.”
Manufacturing isn’t only about making products
According to the founders, one of the biggest misconceptions is that manufacturing ends once a product is finished.
In reality, they see manufacturing as a continuous process of refinement.
The company’s foldable beds have gone through multiple revisions.
Its elevated feeders have been redesigned after real-world use across a wide range of breeds.
Packaging has evolved.
Fabric selections have changed.
Even seemingly small components such as stopper designs have been revisited.
Rather than seeing redesigns as mistakes, the founders see them as signs that the company continues learning.
“We’re not trying to prove our first version was perfect,” says Rachit Khattar.
“We’re trying to make every version better than the last.”
Building products for Indian homes
The founders also believe products should reflect the environment they’re actually used in.
Indian homes vary widely in size.
Many dogs spend time both indoors and outdoors.
Products often need to handle dust, humidity, regular cleaning and energetic play.
These everyday realities influence product decisions in ways customers may never notice directly.
For example, the company chose metal as the primary structural material for many of its products because of its durability, ease of maintenance and long-term performance.
Unlike porous materials that may require greater upkeep, properly finished metal surfaces are easier to clean and well suited for regular use.
The founders emphasise that every material has its place, which is why the company also manufactures products with wooden components where appropriate.
The objective isn’t to use one material everywhere.
It’s to choose the material that best suits the product’s intended purpose.
Quality shouldn’t be a luxury
During the company’s early days, the founders often heard that Indian consumers only wanted the cheapest option.
Their experience has suggested otherwise.
Customers repeatedly asked for stronger products.
Better finishes.
Improved usability.
Replacement parts instead of complete replacements.
For the founders, those conversations reinforced one belief.
People don’t dislike quality.
They dislike paying premium prices without receiving premium value.
“When customers spend their hard-earned money, they expect products that last,” says Tomar.
“We don’t think that’s asking for too much.”
Building confidence in Indian manufacturing
CanineJoy Gears has now served more than 11,000 pet parents across India.
Along the way, the founders say they’ve also noticed something encouraging.
Customers are increasingly evaluating products based on build quality, functionality and long-term value rather than simply where they’re manufactured.
For Khattar and Tomar, that’s a positive shift—not just for their own company, but for Indian manufacturing as a whole.
“If someone buys our product because they believe it’s genuinely the better choice—not because it’s cheaper or because it’s made in India—that’s the biggest compliment we can receive,” says Khattar.
Looking beyond the label
The founders believe the future of Indian manufacturing won’t be defined by low costs alone.
It will be defined by trust.
By products that continue performing long after they’re delivered.
By companies that improve rather than defend.
And by customers who expect more.
For CanineJoy Gears, “Made in India” isn’t the finish line.
It’s simply where the journey begins.
About CanineJoy Gears
Founded in 2025 by Rachit Khattar and Utkarsh Tomar, CanineJoy Gears designs and manufactures premium pet furniture and accessories in India, including elevated dog beds, foldable beds, elevated feeders and personalised pet essentials. The company has served over 11,000 pet parents and focuses on creating durable, thoughtfully designed products built for long-term value.
Website: https://www.caninejoygears.com
