Last Updated:March 27, 2026, 16:16 IST
The couple likes to spend Rs 12,000 to Rs 15,000 per month on their pet dog, which is more than their own personal grocery expenses.
DINKWAD stands for “Double Income, No Kids, With A Dog”.
The Bengaluru-based couple’s lavish spending on their pet dog has sparked a major debate on the Internet. It puts a spotlight on how people from urban, dual-income households are giving priority to their pets over their personal expenses.
It all started after Gagan Arora, founder of GoQuest, highlighted his visit to a couple’s house in Indiranagar.
“A couple I know in Indiranagar, both working in tech, no kids, adopted a Golden Retriever last year. I was at their place last month and noticed something on the kitchen counter,” Arora wrote.
He stated that they spend around Rs 12,000 to Rs 15,000 per month on their dog, while this often exceeds their own personal grocery expenses.
Among the expenses are dog food, probiotic supplements, and regular grooming subscription boxes.
He wrote that he witnessed a bag of Hearty super-premium dog food on their table, which was Rs 2,400 for 3 kgs.
“Next to it, a jar of probiotic supplements for joint health. Below the counter, a subscription box from Heads Up For Tails with grooming supplies, dental chews, and a seasonal bandana. I opened their fridge out of curiosity. The dog had a dedicated shelf. Cooked chicken portions, pre-measured, labelled by day. I asked them what they spend monthly on the dog. They didn’t hesitate. Around Rs 12,000 to Rs 15,000. Food, grooming, vet visits, toys, and treats,” Arora wrote.
On being asked about the spending on their own groceries, the couple laughed and replied, “Probably less.”
The DINKWAD Trend
Arora went on to say that there is a term for them, which showed up at a Market Research Society of India webinar earlier this year.
“DINKWAD. Double Income, No Kids, With A Dog,” he stated.
“The researchers described them as time-poor, resource-rich, and unwilling to compromise on care. They don’t comparison shop. They don’t wait for a sale. They read ingredient labels on their dog’s food with more scrutiny than they give their own cereal box,” Arora said.
The term represents a key shift in consumer behaviour where people see their pets as “fur-children” and family members.
A major rise in this segment has made pet care one of the fastest emerging areas in India’s direct-to-consumer space.
“They spend Rs 5,000 or more per month on pet care, and they do it without a coupon code, a flash sale, or a ‘we miss you’ email. Every other D2C category in India is fighting for a customer who has been trained to never pay full price,” he wrote.
Arora thinks that a difference here is the “emotional weight of the purchase.”
“When you’re buying for yourself, you optimise for price. When you’re buying for something you love that can’t buy for itself, you optimise for trust. That shift from price-first to trust-first changes everything about the unit economics. The customer converts faster,” he wrote.
Location :
Delhi, India, India
First Published:
March 27, 2026, 16:12 IST
News viral Bengaluru Couple Spending Rs 15,000 On Pet Dog Highlights Growing ‘DINKWAD’ Trend — What Is It?Disclaimer: Comments reflect users’ views, not News18’s. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
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