At 39, Ishmeet Chandiok, a first generation entrepreneur, is pretty much like the rest of us. Just that, he decided to channel an innate concern for pet-dietetics with much thought; as evidenced in his debut venture, Harley’s Corner — a pet dog food line. The concept, which is best described as a dabbah-service for doggies, is garnering attraction for it’s fuss-free no frills intent — home-cooked healthy dog food, home delivered.
“Being a chef, and my wife also hailing from the same industry, the concept of food at home seemed very interesting and different all the time. I noticed that Harley, our four-legged furry mate, mostly ignored his customised, packaged meals and instead, waited to share our food,” says Ishmeet.
The finding initially amazed Ishmeet. “I was surprised by this observation, but later realised something significant as I put myself in the shoes of my dog. I was certain that I would not be happy eating dry pellets every day, especially when you’ve got parents who are chefs and can make good food. So, that got me thinking about making home cooked food for Harley.”
And before he knew it, Harley’s Corner transpired from Ishmeet’s homely kitchen to a full-fledged enterprise. But, it involved a lot of research and sweat. “I started researching about dog food to ensure that my pursuits don’t seem amateurish. Understanding the do’s and don’ts, we started cooking food for him. I also wanted to know if I was on the right track. While looking for recipes for him, surprisingly, every article I read said that dogs on a home-style diet live for an average two-and-a-half years longer than dogs on a dry food diet. So, I wondered why can’t we cook meals for our dogs and that became the trigger and the goal.”
Though based in Bengaluru, the pet food entrepreneur has made a mark in Mumbai as well. Speaking of his venture’s evolution, he adds, “Initially, when I started catering dog food in Mumbai, I was called the Bombay Doggie dabbah walla. On subscribing our pet food, a dabbah wallah would carry a box of home-cooked dog food, based on the weight and size of the dog. As the number increased, I scaled the business and that is when I ventured into manufacturing and packaging the food in a package that allows food to get a longer shelf life without adding preservatives. I was clear that whatever I sell would be first tested by Harley. As a rule, I’ve only used human-grade meat. So, every time people have queries or raise objections about the quality, I ask them to open up a pack and try the food. Yes, it’s free of oil, spices and onions, keeping dog’s tastes in mind, but is edible for a human. To me, that’s the deal-maker!”
Catering to doggies is what he revels in and it also takes up most of his time. But, his interests — professional and personal, are intertwined — dogs, food and bikes.
“That’s why my passionate, entrepreneurial venture is dog food and have named my dog Harley. What interests me the most is how life improves by slowing down. That is one of the reasons I moved to Bengaluru. Mumbai’s rat-race is too fast and complex. I don’t want to wake up on my 70th birthday feeling that I didn’t live my life,” he concludes.
