In recent years, India has witnessed a heartening shift in the way people care for animals, especially pets. Once considered companions or even property, pets are now embraced as family. Their emotional value is being acknowledged more than ever before, and so is the responsibility that comes with caring for them. Whether it’s routine checkups or life-saving procedures, the cost of veterinary care continues to rise, making access to timely treatment a serious concern for many pet owners.
At the same time, the growing empathy toward stray and abandoned animals has led to a wave of community-led efforts to provide food, shelter, and medical care. Yet, these efforts often run into one major roadblock: funding.
This is where crowdfunding is stepping in as a powerful force for good. By enabling individuals and organisations to raise small contributions from a large number of people, crowdfunding is helping fill the affordability gap in pet care. One of the platforms driving this change is Ketto.org, co-founded by Varun Sheth, a finance professional who shifted his career toward social impact. Today, Ketto is one of India’s leading crowdfunding platforms, helping raise over ₹300 crores annually for causes spanning healthcare, education, disaster relief, and increasingly, animal welfare.
In the article below, Varun Sheth shares how crowdfunding is shaping the future of pet care in India. He highlights emerging trends, challenges, and community efforts that reflect the country’s deepening compassion for animals.
The Future of Pet Care in India: How Crowdfunding is Making a Difference
For a long time, crowdfunding has been used to support people in their time of need. Today, animals—especially pets—are increasingly becoming a part of this growing culture of giving. As the emotional value of pets rises in Indian households, so too do the costs associated with their well-being. Life-saving surgeries, long-term treatments, and specialised medicines can be prohibitively expensive. Crowdfunding is emerging as a lifeline, helping individuals and organisations access timely resources for both pet and stray animal care.
Crowdfunding Trends for Pet Care
Rise of Digital Platforms
While crowdfunding once depended on tight-knit community circles, digital platforms have opened the gates to global support. Campaigns aimed at funding surgeries or treatments for pets now reach donors far beyond the immediate circle of friends and family.
Focus on Animal Welfare
With a growing commitment to animal rights, more individuals and NGOs are taking initiatives to help strays with medical aid, reflective collars, food, vaccinations, and sterilisation. Crowdfunding has become a key enabler of these grassroots efforts.
Community Support via Social Media
Pet owners and animal lovers are coming together online to support cases they care about. A viral post or a heartfelt video can mobilise donations and help a pet in distress, sometimes within hours.
A Booming Pet Industry
The Indian pet care market is projected to reach $2.5 billion by 2029. With increased spending on pet food, grooming, and healthcare, crowdfunding is becoming a relevant channel to manage high medical costs within this expanding industry.
Rise of “Pet Parenting”
Millennials and Gen Z are increasingly treating their pets as children. This shift in perception is encouraging a more proactive and emotionally invested approach to pet healthcare, making people more likely to support others facing pet medical crises.
Power of Social Media Influence
Platforms like Instagram and Facebook are not just for sharing pet pictures—they are also powerful tools for advocacy and fundraising. Influencers and animal lovers often amplify campaigns that seek support for injured or abandoned animals.
Challenges and Opportunities
Pet Abandonment
Despite growing awareness, many exotic or high-maintenance breeds are abandoned when families can no longer care for them. Crowdfunding can help cover medical care and foster arrangements until permanent homes are found.
Corporate and Startup Engagement
Pet care startups and corporates are beginning to support crowdfunding efforts through matching grants or sponsorships, recognising the emotional connection people have with animals.
Urban vs. Rural Divide
While rural areas focus on livestock care, urban centres are investing in full-spectrum pet care. Crowdfunding enables Tier 2 and Tier 3 cities to access advanced treatments without incurring overwhelming costs.
Cultural Biases
Traditional beliefs can affect fundraising—especially when it comes to less popular animals like cats, which are sometimes associated with superstition. Such biases can hinder efforts for more inclusive animal welfare.
Tips for Successful Fundraising in Pet Care
Choose the Right Platform
Select a crowdfunding platform that aligns with your cause and has a strong track record in social impact. Platforms like Ketto have established trust and visibility among Indian donors.
Communicate Urgency Clearly
Explain the situation in simple, compelling terms. Make it clear why immediate help is needed and what the funds will be used for.
Use Regional Languages
Translating campaign content into local languages can build a deeper connection with potential donors. Familiar language often sparks empathy and generosity.
As more people embrace the idea of responsible pet ownership and animal welfare, crowdfunding is poised to become an even more vital tool in India’s pet care ecosystem. Whether it's a beloved pet in need of surgery or a stray fighting for survival, each campaign strengthens the bond between humans and animals.
Moving ahead, pet care crowdfunding can become even more successful by utilising regional crowdfunding platforms, interacting with social media groups, and drawing on cultural narratives. Every fundraiser, whether it is for a cherished family pet or an injured stray, deepens the connection between people and animals and emphasises India's growing dedication to animal care.
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