Why Dogsee Chew Refused A UK Distributor’s Demand To Drop ‘Made In India’

Dogsee Chew, an Indian pet wellness brand, once received a request from a UK distributor to remove the 'Made in India' label from its products, according to Inc42. The company declined, and instead built its Himalayan origins into the core of its brand identity as it expanded internationally.

Cofounder Sneh Sharma shared the anecdote during a panel discussion at Inc42's 'The D2C & Retail Summit'. Sharma said that rather than obscuring the product's provenance, Dogsee Chew made the Himalayan origins of its yak cheese treats a central part of its story as it entered global markets. The company now earns around 95% of its revenue from exports and operates across more than 30 countries, per Inc42.

International expansion was not part of Dogsee Chew's original plan — it emerged out of necessity. India's pet care market was still nascent when the company launched, and the founders decided against diluting the premium positioning or ingredient quality of their Himalayan yak cheese treats to compete domestically. The company's first international inquiry came from Spain, after which it expanded into the UK, Europe, and the US.

Sharma also noted that the broader conversation around Indian-made products has shifted considerably over the past decade, with homegrown brands gaining greater recognition in global markets. The panel was moderated by Clovia founder and CEO Pankaj Vermani and also featured Wagh Bakri director Paras Desai, Stelcore chairman and Globbel cofounder Bharat Mandot, and Da Milano director Shivani Malik, who discussed how Indian consumer brands can move from exporting products to building full global brands around quality, experience, and authenticity.

Other panellists flagged practical challenges in overseas expansion. Mandot cautioned that brands must account for regulatory compliance across markets from the start — packaging rules, statutory requirements, and country-specific compliances can erode the profitability of what looks like a lucrative export opportunity if those costs are not factored in upfront, per Inc42. Malik added that Da Milano focuses not just on product availability abroad but on replicating its full brand experience — covering store ambience, visual merchandising, music, customer service, and digital interactions — consistently across geographies.

Malik also echoed Dogsee Chew's stance on origin, saying Indian brands should leverage their roots rather than conceal them, as global consumers increasingly value authenticity and craftsmanship. The larger opportunity for India, she said, lies in moving from product exports to building desirable global brands backed by world-class execution.