With 12 years of experience in design and a passion for sustainability, Sneha Bagrecha is leading IndieGood, an Ahmedabad-based brand that is redefining pet care. “I believe in living a life that respects the basic concept that all living things deserve to be considered,” she says.

The idea for IndieGood began as a simple conversation between Sneha and her students about sustainable industries. What started as an experiment with eco-friendly pet products quickly gained traction. “We made just a few products as an experiment. When we showed them to the parents, they were completely bowled over,” she recalls.

IndieGood addresses a critical issue in pet care: harmful plastics and nylon in pet products.  “When I started looking at pet products in stores, everything was made from plastic, nylon, or polyfill; even in high-end pet stores! It shocked me that no one was talking about how these materials could harm animals,” Sneha explains.

This issue struck home after Sneha’s friend’s cat ingested a plastic toy, leading to a ruptured intestine.  “Animals are curious and they chew on things without us even realising. You can’t possibly monitor them 24/7,” she shares.

At the heart of IndieGood is a commitment to compassion. “I believe in co-existence and making sure that no one or nothing is harmed needlessly — just for convenience,” Sneha says.  The brand offers products like grain-based orthopedic beds, harnesses, collars, and toys — all plastic-free and crafted from natural materials like handloom cotton and jute.

Before founding IndieGood, Sneha’s career was rooted in handcrafts. She worked with artisans to create lifestyle products that uplifted rural communities. “India’s artisans are among the best in the world. The craft, the skill, the creativity — it’s all so original and rooted in our culture,” Sneha believes.

IndieGood gives back to both people and pets.  “Through our work, we’re also helping people. The artisans who create our products come from rural areas, and by supporting them, we’re providing them with a steady income,” Sneha says.

IndieGood’s impact extends beyond sustainable products, as they also partner with various animal welfare organisations.  “We don’t want to just sell products. We want to create a public outreach movement,” Sneha explains.

Sneha’s mission is clear, “(It) is to educate people about the importance of making better choices for their pets, animals in general, and the planet.”

Sneha’s eco-friendly vision has earned IndieGood recognition.  The brand was awarded the Innovative Business Award by Google and the Digital Women Collective for its commitment to sustainability and animal welfare.  “I hope that we become a model for others to follow,” Sneha shares with pride.