BARKING NEWS! Snoopy gets a Sher Khan makeover….FIONA FERNANDEZ
Fluffy and Scotty’s average day just got a chic overhaul. From hair colour and straightening sessions to aromatherapy and spa treatments, canine grooming is set for a makeover, according to the latest issue of Where’s My Bone — India’s new and only dog lifestyle magazine
A DOG parent wanted her blackfurred dog to look like a tiger,” says Apeksha Harihar, Editor and Co- Publisher of Where’s My Bone, rather matter- of- factly.
Unperturbed by the long ( surprised) pause at the other end of the phone, she rattles off a few more insights: “ Hair colour, straightening, perming as well as aromatherapy and spa sessions for dogs are hot right now. Stylists claim to use natural colouring ingredients to prevent hair fall.”
The second edition of the quarterly dog lifestyle magazine focuses on beauty.
Harihar claims dog salons in Chennai and Delhi see 100 walk- ins every month. A groomer can handle a maximum of four dogs per day.
Most are Thailand- trained groomers. “ Grooming is a scientific process and requires advanced, specific training,” she adds before leaving us with another gem — “ The market has evolved. We even came across a pet treadmill dealer in Chandigarh.”
PET PROJECT
Jimmy Jain, CEO the Poker Face Media Solutions ( publishers of the magazine) and brain behind Where’s My Bone is gung- ho about his venture. “ Most dog or pet- centric magazines in India are care guides; the lifestyle space was untapped. Apeksha and I are dog lovers, so this was a natural choice.
We researched for 10 months and were convinced that India was ready for a niche magazine. Travel, beauty, fashion and photography were identified as broad editorial themes.” Where’s My Bone is a selffunded initiative by Poker Face Media Solutions. Jain, an MBA in retail management, is aware of the challenges — “ We are a small team.
We’ve tied up with stores within Mumbai and across Maharashtra, and retailers across India and NGOs. We want to create a one- ofits- kind lifestyle brand.”
DOG GONE GROOVY
When we got our hands on the first two issues of Where’s My Bone ( the theme of the inaugural issue was travel), the reactions were mixed.
Clearly, the Indian dog parent’s uber- luxe guide had arrived. Pet vacations, relocation services, travel accessories and pet- friendly destinations were all in here.
“ Our beauty issue covered salons across Mumbai, Delhi, Hyderabad, Bangalore and Chennai. Pet grooming isn’t confined to the elite or film stars,” clarifies Jain.
From blueberry pupcakes to blingy diamond doggy pendants, the canine marketplace is flooded with every conceivable indulgence.
Health care, recipes and expert advice are packed into the later pages — all for your little mutt.
Stray dog parents shouldn’t shy away, according to Jain. They will benefit since strays require far more grooming than purebreeds, he says.
Going by the initial numbers ( 5,000 subscriptions and a 10,000- strong database), Jain is confident that Where’s My Bone is making all the right barks.
Where’s My Bone, Rs 60. Available at leading pet service and retail outlets.
LOG ON TO www. wheresmybone.blogspot. com. Follow Where’s My Bone on Facebook and Twitter
– DOG PARENTS IN INDIA THINK BEAUTY AND GROOMING FOR DOGS IS A BATH AND A TWENTYMINUTE WALK…. JIMMY JAIN PUBLISHER, WHERE’S MY BONE & CEO, POKER FACE MEDIA SOLUTIONS
CRAZY PET DEAL
WHERE’S My Bone has introduced a discount coupon in their latest issue on petrelated services and products in Mumbai. With nearly 95 deals, a pet owner can save up to Rs 10,000 a year. The book is priced at Rs 500.
CALL 9029540350 for details.