— By Sneha Bagrecha
Where Design Meets Conscious Living
IndieGood is a homegrown design brand, reimagining Pet products through handcrafted, plastic-free alternatives. It’s a design collective lifestyle brand for dogs and cats.
IndieGood At Its Core
At its core, IndieGood sits at the intersection of design, sustainability, and animal welfare. Every product is thoughtfully created with Indian artisans, bringing traditional craft into a modern, conscious lifestyle for pets and their parents.
What we’re building goes beyond products – it’s about shaping a more mindful ecosystem where design choices support both the planet and the lives connected to it.
A Thought That Sparked a Movement
IndieGood was born from two parallel journeys: my 12+ years of working with Indian crafts and a deep sensitivity to animal welfare.
The idea was simple yet powerful – can we create pet products that are safe, sustainable, and meaningful? That thought led to the beginning of IndieGood, with a vision to provide alternatives that carry intention, story, and impact.
Creating Products with Purpose
Each IndieGood product is handcrafted, which makes the process deeply intentional and detail-oriented.
• We work closely with artisans across different craft clusters, adapting traditional techniques to create safe, functional products for pets.
• Material selection is a key part of our process – we consciously choose natural fibres and avoid plastics entirely.
• There is also a strong emphasis on prototyping and testing – ensuring that the toys are not just aesthetic, but engaging and safe for everyday use.
What makes the process special is the blend of craft, design thinking, and purpose – every piece carries the imprint of the hands that made it.
Our product range currently focuses on handcrafted pet toys and accessories like collars, leashes, made using natural, plastic-free materials. Our pricing typically ranges from Rs. 850, depending on the design, craft involved, and the functionality. We aim to keep products accessible while ensuring fair value for the craftsmanship and time invested by artisans.
Building Meaningful Global Partnerships
We primarily cater to the overseas market, working with boutique pet stores and design-led platforms in the UAE, Canada, and the UK. We’re also gradually expanding into collaborations with brands, communities, and organizations in India that align with our values around sustainability, design, and animal welfare.
Doing Good, One Step at a Time
Animal welfare / Jeev Daya is the core pillar of IndieGood.
We actively support and collaborate with animal NGOs by contributing a part of our proceeds, raising awareness, and using our platform to amplify conversations around responsible pet parenting and compassion towards animals.
We have also initiated efforts like our Jeev Daya exhibit, which focuses on building sensitivity and awareness around animal welfare through design and storytelling.
Beyond this, our work with artisans is equally important – creating sustainable livelihoods and ensuring fair, respectful engagement with craft communities.
Good for Pets, Good for the Planet
The choices we make for our pets reflect the values we live by.
Moving towards more conscious, sustainable alternatives may seem like a small step, but collectively, it creates a meaningful impact – for the environment, for artisans, and for the animals we care about.
At IndieGood, we believe design has the power to shape behaviour, build awareness, and create deeper connections. If we can bring even a little more thoughtfulness into how we choose for our pets, we’re already moving in the right direction.