When CanineJoy Gears shipped its first order, the founders believed they had spent enough time designing their products.
It didn’t take long to realise they were only getting started.
Today, after serving more than 11,000 pet parents across India and receiving 700+ website reviews, 129+ Google reviews, and hundreds of customer photos and videos, the founders say the biggest source of product development hasn’t been inside their workshop.
It’s been the customers themselves.
Every order is feedback
According to co-founders Rachit Khattar and Utkarsh Tomar, every product launch is only the beginning of the design process.
Once products reach homes, customers begin using them in ways that no prototype or workshop test can fully replicate.
Different breeds.
Different homes.
Different routines.
Different expectations.
“The workshop teaches us how to build a product,” says Khattar.
“Customers teach us how people actually use it.”
Small improvements that make a big difference
Some of the company’s biggest product improvements didn’t come from major redesigns.
They came from seemingly small conversations.
Pet parents wanted larger bowls for larger breeds.
Others suggested improvements to stopper designs and fastening systems on foldable beds.
Some asked whether replacement fabric could be purchased separately instead of replacing an entire elevated bed.
Instead of treating those as isolated requests, the founders looked for recurring patterns.
When enough customers highlighted the same issue, the team revisited the product.
“One suggestion may be personal preference,” says Tomar.
“When dozens of customers independently tell you the same thing, that’s usually a design opportunity.”
Reviews aren’t just ratings
The founders say they don’t measure success by the number of five-star reviews alone.
Sometimes the most valuable feedback comes from customers who point out what could be better.
Packaging improvements.
Fabric revisions.
Minor usability changes.
Those conversations have helped shape multiple generations of CanineJoy Gears products.
The company says several products currently available differ noticeably from the versions originally launched.
Looking beyond the sale
One decision the founders point to is the introduction of replacement fabrics for elevated dog beds.
Instead of requiring customers to purchase an entirely new bed when the fabric eventually wears out, the company decided to make replacement fabric available separately.
The idea wasn’t originally part of the business plan.
It came directly from listening to customers.
“If only one part needs replacing, asking someone to buy everything again doesn’t feel fair,” says Khattar.
“Sometimes the better business decision isn’t the one that creates the next sale. It’s the one that creates long-term trust.”
Building relationships, not transactions
One aspect the founders say has surprised them is how many customers continue sharing updates long after receiving their orders.
Photos.
Videos.
Product suggestions.
Breed-specific questions.
Training stories.
Health concerns.
These conversations have gradually helped CanineJoy Gears understand pet parents beyond the checkout page.
Rather than viewing every interaction as customer support, the company increasingly sees it as an opportunity to improve future products.
A responsibility that grows with every order
As the customer base has grown, so has the founders’ perspective on responsibility.
Every order represents someone choosing a relatively young Indian brand over countless alternatives.
That trust, they believe, has to be earned repeatedly.
“Every review reminds us that someone invited our product into their home,” says Tomar.
“That’s not something we ever want to take for granted.”
Building the next version
The founders say no CanineJoy Gears product is ever considered finished.
Every launch is simply the latest version.
As customer expectations continue evolving, they expect their products to evolve alongside them.
For Khattar and Tomar, that mindset has become one of the company’s biggest competitive advantages.
Not because they always get everything right the first time.
But because they’re willing to keep improving after the product reaches the customer.
For them, that’s what building a long-term brand really means.
About CanineJoy Gears
Founded in 2025 by Rachit Khattar and Utkarsh Tomar, CanineJoy Gears designs and manufactures premium pet furniture and accessories in India. The company has served more than 11,000 pet parents and focuses on creating durable, thoughtfully designed products that continue evolving through customer feedback.
Website: https://www.caninejoygears.com