If there’s one thing pet parents know how to do, it’s spoil their furry babies. From stacks of colourful toys to beautiful collars and harnesses, we all want the best for our pets. But what we might fail to consider is that these products are often made from harmful plastics and nylon that could actually harm them.
‘IndieGood’ addresses this common concern by being a lifestyle brand that cares for pets, people, and the planet. “I believe in living a life that respects the basic concept that all living things deserve to be considered,” Sneha Bagrecha, founder of IndieGood, tells The Better India.
With 12 years of experience in designing lifestyle products using Indian artisanal handwork and natural materials, Sneha now aims to broaden her impact. Her new goal is to engage in public outreach, educating people on making better choices for their pets.
But the road to founding this brand didn’t come from a single “aha” moment; instead, it was a collective realisation that she and her students had.
Compassion as a core business philosophy
IndieGood, an Ahmedabad-based brand, began with an idea inspired by a group discussion between Sneha and her students. As she encouraged the students to discuss the future of sustainable industries and where sustainability could make a real impact, the idea of creating eco-friendly, safe products for pets was born.
“We made just a few products as an experiment. When we showed them to the parents, they were completely bowled over,” she says. What started as a small project, experimenting with sustainable pet products, quickly gained attention.
Aware of this gap in the market, she began to notice a disturbing trend in the pet care industry. “When I started looking at pet products in stores, everything was made from plastic, nylon, or polyfill; even in high-end pet stores! It shocked me that no one was talking about how the toys and other pet products were filled with materials that weren’t safe for animals and could even prove to be fatal,” she recalls.
This realisation struck a personal chord as well after getting disturbing news from a friend whose cat ingested a piece of a plastic toy. The toy ruptured her intestines, and the cat suffered greatly. “Animals are curious and they chew on things without us even realising. You can’t possibly monitor them 24/7, and when something like this happens, you wonder how often it goes unnoticed in homes across the world,” she shares.
The core belief of working for pets, planets and people is the lens through which Sneha views her work as a designer and entrepreneur. “I believe in co-existence and making sure that no one or nothing is harmed needlessly — just for convenience,” she explains.
One of the products in their range includes grain-based beds that are orthopaedic and safe for pets. They also offer harnesses, collars, toys, and other pet accessories — all designed to be plastic-free and made using eco-friendly materials like handloom cotton, jute, and natural fibres.
Building on her background: From handcrafts to sustainability
Before launching IndieGood, Sneha’s professional background was rooted in design, specifically in handcrafted products. She had been working with artisans for years, creating handloom bags, lifestyle accessories, and office essentials. Her goal was always to uplift artisans, many of whom came from rural backgrounds, giving them better economic opportunities and a platform to showcase their craft.
Jayesh Vaghela (42), who has been working with Sneha for the past five years, specialises in handwork. He shares how Sneha and her team trained his entire family in the craft. However, he notes that the growing preference for mass-produced, ready-to-wear products has severely impacted artisans who depend on traditional craftsmanship for their livelihood.
“People often think our creations look too simple because they aren’t as flashy as machine-made products or those made with synthetic materials,” he explains.
Not just for Vaghela, this is the reality of a lot of Indian craftsmen, who have a wealth of experience, knowledge, and ingenuity but struggle to get work. In such instances, businesses and brands that focus on all aspects of production prove to be a step in the right direction
Sneha’s travels across various textile and rural craft clusters around the country exposed her to a wealth of craftsmanship and artistry. She saw firsthand the incredible potential of India’s artisan communities. Working with these artisans gave her a sense of fulfilment — she knew that her work was empowering families, supporting rural economies, and promoting sustainable, ethical production.
“I’ve always believed that India’s artisans are among the best in the world. The craft, the skill, the creativity — it’s all so original and rooted in our culture. You won’t find it anywhere else. I mean, where else in the world will you get an Ajrak?” she says.
IndieGood’s commitment to animal welfare, sustainability, and artisan empowerment
As Sneha’s vision for IndieGood expands, so does her commitment to making a greater impact. She has begun partnering with animal welfare organisations and is now collaborating with YODA (Youth Organization in Defense of Animals) and People for Animals.
YODA provides free medication and checkups for street animals in Mumbai, and IndieGood decided to partner with them, donating a portion of their proceeds to support these street animals in need. “We don’t want to just sell products. We want to create a public outreach movement. Our aim is to educate people about the importance of making better choices for their pets, animals in general, and the planet,” reiterates Sneha.
They recently partnered with People for Animals (PFA), an organisation dedicated to animal welfare since 1992. Through this collaboration, Sneha aims to raise funds for their mission with PFA’s support.
Sneha has seen firsthand the positive impact of working with artisans, empowering them, and giving them opportunities to showcase their work. “Through our work, we’re also helping people. The artisans who create our products come from rural areas, and by supporting them, we’re providing them with a steady income,” she says.
IndieGood has been awarded the Innovative Business Award by Google and the Digital Women Collective for its eco-friendly approach to pet care. The award recognises the brand’s commitment to sustainability and animal welfare.
“I hope that we become a model for others to follow — a brand that proves you can do good for the planet, for animals, and for people, all while creating high-quality, sustainable products,” she shares.
Edited by Pranita Bhat, All Image Courtesy of Sneha Bagrecha
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