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The Rediff Special

Designer dog-wear adds glory to Delhi's bark

A Special Correspondent

If puppy love still sets hearts afire, can designer puppy love be far behind? For all of you who would like to give your dog the "warmth and style he deserves", there is good news.

Indian fashion diva Ritu Beri has launched a line of designer dog coats. Beri, proud owner of two Labradors and one Daschund, has teamed up with Oscar Food Products, manufacturers of Friskets wholemeal dog biscuits, to tap those mushy feelings for the dog or the bitch in your life.

Currently, only South Delhites can buy Beri's designer dog-wear in Tartan checks, available at select retail outlets and with select vets. But upscale dogs elsewhere in the country need not fret. Gautam Grover, president of People for Animals, a doggie non-governmental organisation, and the man who persuaded the beauteous Beri to design for dogs, says he is flooded with queries from potential distributors. Next winter, dogs across the length and breadth of Delhi as well in places like Jammu may be stepping out in style. Cannine Bombayites have to relocate if they want to be outfitted by Beri because Grover thinks Bombay's climate is not quite suitable for dog-coats.

It all started two years ago, when Grover, maker of Friskets dog biscuits, did a charity event. Beri came up with designer mugs, caps and accessories for doggies. Awareness grew. Beri's decision to play agony aunt to dog lovers, kind courtesy a column in theIndian Express, helped the cause. Grover, who started out making dog shampoos, then diversified into dog biscuits, figured there was a niche in the market.

A dog is the owner's business card. In the old days, dogs had to settle for coats made out of army blankets. But times, they are a changing. Today, owners in designer clothes with pleb looking dogs are a strict no-no.

Beri was excited, able and willing to dress dogs, says Grover. So, as a pilot project, a line of 100 designer dog coats were presented in December. With each, a pack of Friskets came free. By Valentine's day, half the collection had sold out. Top-notch boutique owners like Kavita Bhartiya of Ogaan in Delhi want to stock Beri's designer dogwear, claims Grover.

Will Maneka Gandhi approve of designer puppy love? You bet, she will. It is a small world. Gandhi and Grover are buddies and Sanjay Gandhi Animal Care Centre and People For Animals -- India's largest animal welfare organisation. Grover and Gandhi co-authored First Aid for Animals. Each packet of Friskets contains a "health tip" on how to rear and care for dogs. Collect 20 of these and you will be in line for a free copy of the Grover-Gandhi oeuvre.

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