Anushka Iyer is the Founder and CEO of Wiggles which is India's leading pet-care brand.
In this interview with TheCSRUniverse, Ms Iyer talks about her mission, her journey so far and how Wiggles is collaborating with various partners to bring awareness about animal care. She also shares her insights on a holistic 360 pet-care ecosystem, various aspects of animal care laws, and need for an effective implementation of animal protection and welfare laws in the country.
Q: How was the ‘Leave No Dog Behind' campaign conceptualized? What concerns and issues led to this idea?
A: We do a CSR drive every month from feeding streeties and community animals, giving them tick and flea medication, placing water bowls and vaccination camps. We launched India’s largest Feeding Drive on International Dog Day where we committed to feeding every dog the right nutrition. World Food Day is observed every year on October 16 worldwide to raise awareness on the issue of hunger and the waste of food. It also celebrates the foundation day of the Food and Agriculture Organisation (FAO) of the United Nations. UNICEF chose a theme this year and it was “Leave No One Behind.” We decided to make this moment inclusive by extending it to streeties under the umbrella "Leave No Dog Behind".
Q: What is the mission and vision of Wiggles? And what is the goal of the current campaign?
A: Wiggles is on a mission to create a holistic 360 pet-care ecosystem. Wiggles believes in expert-driven, holistic care, integrating the physical, emotional and social well-being of pets. Backed by science and innovation, Wiggles' wide and growing range of category-creating products span food and treats, grooming essentials, health supplements and medicines. In addition to products, Wiggles provides the best online veterinary, nutrition, and behavior consultations for pets that parents can access from the comfort of their homes.
While Wiggles has set up India’s first state-of-the-art boarding, training and veterinary facility at Petsville in Pune, its community, Wiggles Tribe has become India's largest online and offline community where pet parents connect with experts and peers to discuss challenges and share advice.
Committed to being #PartnersInPethood, Wiggles continues to scale on expertise, quality and innovation and has grown to become India’s most trusted brand by pet parents.
Our drive is further strengthened with the launch of our new products. When we launched EveryDawg, dry food for dogs, we wanted a movement that creates good in the world and spreads awareness about Right Nutrition for every dog. On International Dog Day, we launched India’s Largest Feeding Drive with the mission of not letting any dog sleep on a hungry stomach. All our current feeding drives and other CSR campaigns aim to make the lives of community animals better and give back to the animals that protect us, look out for us and consider us their family.
Q: What all initiatives have been rolled out under the above campaign? Could you please share the impact of the same and geographies reached?
A: We have conducted feeding drives, tick and flea spot-on drives, placing water bowls during summers and other seasons. Under India’s largest feeding drive we have donated up to 4500 kgs of dry food and wet food across Mumbai, Pune, Chennai, etc. We have fed over 6500 dogs in these locations. When our community animals have had the right food and feel loved and cared for; when they wag their tails when we approach them and woof and lick us, that is impactful for us.
Q: Who are your implementation partners? What support do you get from them in executing your projects?
A: We were supported by many volunteers and NGO groups like Blue Cross Society, Bhumi foundation, and Rotaract club who helped us bring this drive to life. They were our on-ground partners who fed dogs alongside us. Many students, schools and college volunteer groups have joined our movement which is heartening to see.
Q: The Central Government has enacted a law specifically with regard to animals, namely, the Prevention of Cruelty to Animals Act, 1960. Apart from this, the Supreme Court of India has interpreted Articles 21 and 51A(g) of the Constitution to mean that animals have a right to lead a life with intrinsic worth, dignity and security. Despite these laws many people look at stray dogs as a threat and menace, and often lack compassion in treating them. How difficult and challenging is it for you to carry out your initiatives amid such mindsets? Please share related experiences, and your thoughts on the current scenario.
A: Misinformation breeds fear. We believe that community animals and streeties, as we lovingly call them, are grossly misunderstood. We do face a mindset challenge as we keep hearing news of unfortunate biting incidents. We consistently hold awareness drives in schools to sensitize children in approaching community animals. We empower them with knowledge and the right approach. Their initial hesitation and curiosity are addressed and they end up advocating for these animals. We believe in teaching them young as they are the future and we must learn to co-habit and share public places and harmoniously.
A national approach toward understanding the tell-tale signs of fear in dogs and the psychology of dog bites will surely help us overcome misconceptions. We even shared quotes and articles with the media on the psychology of dog bites.
It’s also about developing confidence in existing laws and taking shelter in them. Many animal lovers should take strength from these laws and believe that they are in the right and can take help from the law when streeties are attacked. While laws exist, their execution and implementation should come into effect.
Q: Again, despite having such laws in place the condition of our street dogs is deplorable, with very little being done in this domain in terms of CSR efforts. What efforts can be made by the corporate sector, NGOs and Government, to protect the lives of these animals? What are your suggestions?
A: I believe many CSR activities come with the thought of ROI involved. We need to look at them with fresh eyes of compassion and truly consider them an important part of our lives, our public space and our family. The love and protection they have to offer are unparalleled and we would like to see people in positions of power advocate the adoption of indies and highlight the benefits of having them. Through Wiggles, we donate our products, services and in-house resources to do this.
What we also see is an abandonment of perfectly fine dog breeds because pet parents don’t know what they’re signing up for. A dog is a commitment of 15 odd years and will need love and support through all stages of life and old age. We would like the stronger implementation of laws against abandonment as it is a precious life that will be lost on the streets.
Q: How can stray dogs be made a social responsibility? What policies should be in place to provide them with a safe and healthy life?
A: There is enough and more research available to know that people who abuse animals and do violent hate crimes against them rarely stop there. It is in human interest to stop abuse against animals and implement existing laws to punish cruelty against them so that future harm against humans can be averted. The character of a person is decided by how they treat someone who can do nothing for them. It is in the social interest to show empathy and compassion towards all living beings. While the government has rightly incentivized neutering and spaying, we should take an active part in maintaining our public spaces for all who reside there.
How many of us have been escorted by dogs at night when we felt alone and scared, how many of us have had our tears licked by them, how many of us have been greeted with pure excitement at our return? The least we can do is protect and care for those who love us unconditionally. Let’s try to understand them instead of fearing them.
