IIn 2007, when Kapil Patwardhan lived in Pune was 16 years old, he came across a puppy that was severely dehydrated and had no where to go. Upon approaching it, Kapil discovered that it was infected with parasites and needed urgent treatment.
Kapil took the dog home, cared for him, and after weeks of treatment and rehabilitation, the dog became part of his family. They named him Caesar.
“It was the first time I felt sorry for an animal like that,” recalls Kapil, now 29. India is better.
A few weeks after this incident, he rescued another puppy. “She is only 20 days old and sick. We nursed her to recovery and found her a permanent home with another family,” he said.
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As dog and sometimes cat rescues increased, Kapil decided he wanted to go further. So in 2018 he launched Floof, a startup that sells animal goods like t-shirts, mugs, and more. All revenue generated from sales goes to the welfare of rescued dogs and cats.
Goods for a cause
Kapil and his parents work regularly to rescue dogs and cats and find them shelters or a new home. Around 2013, his father, a captain in the Merchant Navy, came across a startup in Sri Lanka that sold merchandise and spent the profits on animal welfare.
“We liked the concept, but didn’t have any expertise or experience in the business sector,” says Kapil.
Despite that, Kapil took the plunge and launched Floof in August 2018. To start the business, he purchased fabric and other necessary materials, but then outsourced the work. “It helps maintain product quality and we can be more interested in rescuing animals,” he said.
Kapil said the goods helped fund about 50 local volunteers and 10 NGOs, as well as free-range animals. “The aim is to build a community that unites and works for animal rights,” he said.
Initially, Kapil worked on a social media presence and created an Instagram community. “The first six months were terrible, because I spent a lot of money building the website and creating the product. However, in 2019, I decided to take part in a pet festival held in Mumbai to promote the brand,” he said, adding that it turned out to be a game changer.
“I don’t compete with big brands that focus on pet products that meet the dietary, health and other needs of pets. My product is aimed at pet owners who will wear the merchandise to show love to their furry friends,” he explains.
With newfound confidence, Kapil started attending more events. “Young people appreciate the products because they feel it supports the cause of animal welfare and raises awareness,” he said.
He started selling custom t-shirts and displaying prints at veterinary clinics. From receiving about seven orders a month, sales grew to 40 over the next few months.
Today, Floof earns him Rs 7 lakh a year, of which 90% of profits go to the rescue and adoption of dogs and cats, he said. The remaining money is invested in business expansion thanks to the support of volunteers.
‘Need more compassion’
“I send money to people in Mumbai, Delhi, Bengaluru and other parts of the country wherever there is an emergency. In many cases, treating a dog or even feeding an animal can require large sums of money, which is not always available to young volunteers. I support them when money becomes an obstacle,” he said.
Kapil said he felt lucky that his business was funded by his brother in the early days. “It was a low-risk area, and I made mistakes along the way. But my parents and brother have supported me throughout the journey,” he added.
In the future, he aims to establish a shelter that can house dogs and cats while also serving as a merchandise store.
He noted, “The COVID-19 lockdown makes people vulnerable and people become more withdrawn, serving their own needs. But animals suffer equally and now need compassion more than ever.”
Kapil notes that he doesn’t have any monetary goals or the number of dogs he wants to rescue in a specific number of years. “The first time I rescued the puppy when I was 16 years old, I witnessed how happy our house had become. The same happiness can be seen in the homes that have adopted my dogs. I have observed that people tend to become more caring and responsible when they adopt. This is my sole inspiration for continuing to run my business,” he said.
Edited by Divya Sethu
