While most kids were busy with video games and plastic toys, my world was built on four legs and wagging tails. My closest friends weren't humans; they were Kaalu, Lucy, Sherry, Jacky, Roadie, and Gabru. To be honest, they were often better company than anyone else.
Growing up, the scent of medicine from my father’s veterinary pharmacy, the first of its kind in Rajasthan became the backdrop of my life. You could call me a "Nepo baby" of the pet industry, but the truth is, I didn’t choose this path, it chose me. It’s quite literally in my DNA.
By the age of 11, my routine was different from any other kids. Before school, I use to sneak out early in the morning to check on my four legged friends. I wasn’t just playing, I was serving.
Whenever a puppy or a dog fell ill, I was right there in the thick of their treatment. By witnessing the ground level reality of animal care every day, I learned things through experience that many professionals spend years studying in books. I saw the gaps in the industry before I even knew what "the industry" was.
My father’s dedication led to the launch of IDB, Rajasthan’s first proper pet store. We didn’t stop there. We took that passion to Mumbai, launching OMD and eventually opening the world’s first dedicated Pet Cafe.
Our goal was simple: to establish a transparent practice where every dog received the same dignity and care as a human. We wanted to create a space that felt like home for every pet parent.
During my time in Mumbai, I saw the "dark side" of the pet’s world. I witnessed how many pet parents were being scammed in the name of "cheap deals."
Behind those low price tags online lies the harsh reality of unethical in-breeding and horrific kennel practices. People think they are getting a deal, but they are actually bringing home a weak, suffering puppy.
It broke my heart to see these companions—who give nothing but unconditional love—treated like disposable commodities. Every dog deserves a healthy life, not a price tag.
I couldn’t sit back and watch this "deception” continue. I felt a deep urge to protect both the animals and the parents who love them. That is why this baby “DOG IT UP” was born!
I am using decades of ground-level experience to fight these malpractices. We aren't just building a platform; we are building Trust. We ensure that every puppy is home-bred, healthy, and happy.
DOG IT UP is the soulful extension of my family’s legacy. I want to make sure no pet parent ever feels alone or cheated again. Let’s change the way we care for our dogs, one wag at a time.
I’m Dipen, and this is what I am born to do.
