Experiential stores necessary for enjoyable purchasing: Ambarish Sikarwar, Business Head, Zigly

For new-age pet parents, how Zigly has proven to be a one-stop destination for all things pets?

Zigly is a one-stop platform for pet care and everything related to it. The brand provides essentials & services for our furry family members' health, nutrition, style, and training under the umbrella ofbringing everything related to “Pet Care” under one roof. The business provides the largest selection of pet care items, including food, nutritional supplements, hygiene products, accessories, toys, and pet fashion wear. Pet services such as grooming, spa, salon, consulting, pathology, immunisation, and pet therapies, are also included in a separate section.Being an omni-channel brand is intended to provide a completely integrated pet care experience. By providing in-person services and fostering customer confidence in Zigly's products, physical stores seek to establish the first point of contact. And while pets only need veterinary care and grooming services occasionally, additional product-related needs can be met through online or app delivery once the brand has gained customers' trust in our service. As a result, we are interacting with customers through various channels with Zigly for various pet needs.

Zigly celebrated its 1^st anniversary in September 2022, elaborate on the key milestones achieved and expected growth plans for 2023?

Zigly opened experience centres strategically all throughout Delhi NCR in 2022. After its most recent store openings in Chandigarh& NCR, the brand now has 14 experience centres a. On the retail and service platform, a vast array of pet care products, including food, nutritional supplements, hygiene products, accessories, toys, and pet fashion were made accessible. Pet grooming, pathology, immunisation, and pet therapies are all listed in a distinct section.Through its website www.zigly.com and the Zigly app, which presently serves more than 30,000 pets and pet parents, Zigly has also quickly increased its online presence in India as of 2022. On a monthly basis, we see an increase in repeat consumers and new clients. Deeper client engagement has been greatly facilitated by our services. Additionally, we have been hosting pet activities all year long that offer both pets and their owners one-of-a-kind experiences. We successfully organised the Comipaws, The Zigly Halloween Festival, and The Diwali Carnival for Pets. Additionally, we frequently run contests and post educational material for pet parents on our social platforms. We are able to interact more deeply with the public and our audience, thanks to our owned media properties, including the Zigly blog, The Good Breed Magazine, and The Good Breed Podcast.

Expected trends in pet care market to dominate in 2023?

Along with the increasing public awareness ofpets' health and wellness, the pet healthcare sector is expanding. In order to significantly transform the industry in favour of being more pet-friendly, a robust framework is needed to educate pet owners and improve the environment for pet care. As a result, activities outside of the primary pet food industry will increase. Increased brand presence in the Indian pet care market will persuade the government to support the growth of this fragmented business and make India a much more pet-friendly country. Given the rate of global digitalization and the origin of the new pet owners on the tech front, there is a tremendous possibility for the growth of e-commerce in the industry.Retailers will improve both their physical and digital presence in 2023. Hybrid buying, which integrates both forms of retail to create seamless customer journeys that improve channel adaptation, may offer the best of both online and offline purchasing. Additionally, experiential pet retail establishments will become more prevalent in order to give pet parents a well-rounded and enjoyable purchasing experience. Social commerce is boosting e-commerce due to its ease of use and lack of invasive advertising, and it will only help to enhance its position.Influencer marketing is one of the most often utilised marketing strategies for firms, and it will continue to be employed by the sector in the upcoming year due to its customer targeting and quick return on investments. Since we have already begun to see the trend after COVID-19, consistency in the adoption of branded pet grooming kits and accessories will be another topic to watch in 2023. The market trends that will fuel demand for pet grooming products and enable the market to grow with a projected 25% CAGR approximately are those that aim to make our pets trendy and adorable. Most importantly, with the rise in pet care awareness and the aim of providing the best to the pets, we can foresee that pet parents are not willing to compromise on their pets’ health and wellness and even their fashion statement. This is why we are treading the path of #NoCompromise on pet care with the launch of this year’s mega campaign #NoCompromise.

 What according to you are the biggest challenges faced by pet parents, and how Zigly plays a vital role in making pet parenting easier?

One of the biggest challenges faced by pet parents is quality pet care products at reasonable prices. Through our many channels, Zigly offers a 360-degree spectrum of goods and services. We are expanding our product line to meet various pet demands. For pet needs, we are creating scalable, practical solutions. Even our pet apparel collectionswere crafted and hand-picked to enhance the joyful, entertaining relationship between pets and pet owners.Our groomers are licenced professionals, and we also serve as a training ground for independent carers. Zigly's staff is trained to handle tough scenarios. Since we are in the care industry, it is crucial for us to provide top-notch customer service and be accessible to address any problems with pets that may develop. By offering high-quality services that keep customers happy, we set ourselves apart from the competition.For pet needs, we are creating scalable, practical solutions. Our distinctive apparel collection was chosen to enhance the joyful, entertaining relationship between pets and pet owners.

 What is Zigly’s footprint and portfolio expansion strategy for 2023?

At present, we have 14 experience centers spread across three cities: Delhi, Gurugram, & Chandigarh. We have recently opened new stores in Pitampura, Basant Lok, with plans to launch about 15 more experience centers duringFY23 and 150+ experience centers in the next couple of years. In 2023, we are looking at 15 crores of GMV to come from Zigly in FY23. Broadly, we are seeing Zigly gaining rapid recognition and is on its way to become one of the leading brands in the pet care industry in India.

 Do you plan to expand your footprints in smaller towns as well? If yes, how as a brand Zigly plans to grow and cater pet care demands in regional markets?

As consumers have become conscious, pet owners across markets are looking for brands offering quality products and services to ensure the overall well-being of their pets at an affordable price point.As a brand, we have plans of expanding our footprints and catering the pet care requirements across India.

 In order to tap the regional markets, we will ensure the following:

• Expand physical footprints: As per the demand, openmore retail outlets of Zigly to allow customers to experience tangibility of the products and the services as well as leverage the human touch factor.
• Online and offline presence:Expand our online and offline presence in smaller towns by opening retail stores and setting up distribution channels in those areas.
• Localize marketing campaigns:Create localized marketing campaigns that are tailored to the specific needs and preferences of customers in smaller towns. This can include creating content in local languages, partnering with local influencers, and using local media outlets.
• Customize products and services:Customise products and services to cater to the specific needs of pet owners in smaller towns. This could include offering smaller packaging sizes, creating products that are more suited to local climates, or providing veterinary services that are more accessible to customers in those areas.
• Build a strong distribution network:Building a strong distribution network in smaller towns by partnering with local distributors and logistics companies. This will ensure that their products reach the customers in these areas in a timely and efficient manner.

 How does Zigly plans to use the power of social media to establish connect with pet parents?

Social media has become an essential tool for businesses looking to establish a brand presence and connect with customers in today's digital age. The widespread use of social media platforms such as Facebook, Instagram, and Twitter has made it possible for businesses to reach a large audience quickly and easily. One of the key advantages of social media is its ability to help businesses build a strong and engaged community of customers. By regularly posting content, responding to customer feedback, and running promotions and giveaways, businesses can create a sense of loyalty and trust among their followers. Additionally, social media platforms provide businesses with valuable insights into their customer base, including demographic information, purchasing habits, and interests. This data can be used to tailor marketing campaigns and improve the overall customer experience. Furthermore, social media platforms allow for easy and direct communication between businesses and customers. This can be useful for resolving customer complaints, answering questions, and providing support.

 Few ways how Zigly plans to use the power of social media to establish a stronger connection with the pet parents:

• Creating a social media presence: By creating a presence on popular social media platforms such as Facebook, Instagram, and Twitter, we plan to reach a large audience of pet parents and engage with them on a regular basis.
• Sharing educational content: We use social media to share educational content such as pet care tips, product information, and veterinary advice. This helps to establish Zigly as a trusted source of information for pet parents.
• Customer engagement:Social media is also helpful to engage with customers by answering their questions, responding to their feedback and comments, and running contests and giveaways.
• Influencer Marketing: Through influencer marketing, we collaborate with pet influencers to showcase products and services through the eyes of a pet parent which will help them create a sense of trust and reliability in the brand.

 By using these strategies, Zigly plans to establish a strong connection with pet parents and build a loyal customer base that will help drive the growth of the business. Building a strong social media presence will also help us build brand loyalty, increase brand awareness, and drive sales.

 Please share some of the most exciting marketing strategies/events embarked by Zigly in 2022. How Zigly has been able to strengthen its customer relationship via such platforms?

Zigly’s marketing initiatives are focused towards building a brand presence, but most importantly also provide a wow experience along with ever-surprising offers to pets & pet parents. In 2022, we organised several events at our experience centers for Halloween, Christmas, and more. We also organized Comipaws, an event where we invited pets and dressed them in their favourite comic attires. The events were one-of-a-kind activity in Delhi NCR and we saw great traction for the brand. The Zigly Diwali Carnival was another successful event with hundreds of pets and pet parents coming together to have a celebration full of fun, folly, and fond memories. We also started ‘Zigly My Pet Days’, a day where customers can grab the biggest deals for their pet products. We also associated with PetFed India- the biggest pet carnival to spread awareness about Zigly in key cities like Delhi, Mumbai, and Bangalore.

In every event we organise, we ensure that both pets and pet parents have a great experience with our quality service. This is ensured through different activities like games, play arenas, food arrangements, and more.

 How have the new-age pet parents in India increased thrive for the pet-care segment?

New-age pet parents in India have been increasingly prioritizing the well-being of their pets, which has led to a surge in demand for pet care products and services in the country. This includes a wide range of products such as pet food, grooming products, and veterinary services.

One of the major drivers for this trend is the growing awareness among pet owners about the importance of high-quality nutrition and healthcare for their pets. Many pet parents are willing to spend more money on premium products and services that ensure their pets are healthy and happy.

Additionally, with the rising trend of nuclear families and urbanization, many pet parents consider their pets to be an important part of their family and are willing to go the extra mile to ensure their well-being. This has led to an increase in the ‘qualitative’ demand for services such as pet grooming, pet training, and pet day-care centers.

Furthermore, the growing popularity of social media platforms has also played a role in this trend, as pet parents are able to connect with like-minded individuals, learn about new products and services, and share their own experiences with others.

Overall, the new-age pet parents in India are becoming increasingly conscious about the well-being of their pets and are willing to invest in products and services that ensure the best possible care for their furry companions.