PawzNDogz From Desi Inspiration to Worldwide Recognition

** From India to Canada: What inspired you to start PawzNDogz after moving to Canada? Did your Indian roots influence your business approach?

Smriti Pratishruti: After eight years in the corporate world across India, the US, and Canada, I wanted to create something meaningful. As dog parents, my partner and I saw the need for products that provided mental enrichment while keeping our pup engaged. Inspired by our love for dogs and the deep bond pet parents share with their furry companions, we took a leap of faith and launched PawzNDogz in October 2019.We started as a premium dog boutique, testing the market with various products. However, through extensive research and customer feedback, we identified a clear demand for canine enrichment solutions. This led us to focus on a niche: Olfactory Canine Enrichment, or snuffle mats. These mats mimic natural foraging instincts, providing mental stimulation and reducing anxiety.

With my background in pre-med, Computer Science Engineering, and an MBA from India, I combined analytical skills with passion, ensuring our products were thoughtfully designed and purpose-driven. Today, our snuffle mats are beloved by pet parents worldwide, helping dogs live happier, more enriched lives. PawzNDogz is not just a business—it’s a heartfelt mission to make every tail wag with joy!

** What were the biggest challenges you faced while setting up PawzNDogz in a new country, and how did you overcome them?

Smriti Pratishruti: Starting PawzNDogz in a new country was both exciting and daunting. As first-time entrepreneurs, we had no industry connections, local network, or prior business experience. With no external funding, we relied entirely on our savings, making us extremely cautious with investments—especially in marketing.

For the first couple of years, our focus was on understanding consumer behavior, pricing strategies, and market trends. Trial and error became our best teacher. Then came COVID-19, which forced us to pivot. With in-person opportunities limited, we turned to social media as our primary tool. We engaged directly with pet parents and retailers, showcasing our snuffle mats and building relationships online.

This strategic shift paid off. As the pandemic settled, we gained momentum, securing retail partnerships and establishing a loyal customer base. Today, we continue to grow, fostering meaningful connections that allow us—and our partners—to thrive together.

** PawzNDogz has won several prestigious awards. What do you think sets your snuffle mats apart from competitors?

Smriti Pratishruti: When we entered the market, we saw an opportunity to revolutionize canine enrichment by creating premium, high-quality, durable snuffle mats that cater to dogs’ cognitive and sensory needs.

Our award-winning snuffle mats stand out because of the following:

✔ Thoughtful Design – Created based on canine cognition & vision, with varying challenge levels to keep dogs mentally stimulated.

✔ High-Quality Craftsmanship – Hand-stitched by skilled artisans for superior durability.

✔ Sensory Enrichment – Uses different textures and materials to enhance engagement.

✔ Practical Features – Equipped with suction cups to prevent movement, machine washable, and third-party lab tested for material safety.

✔ Tailored for All Dogs – Not a "one-size-fits-all" product; designed considering breed, age, and temperament.

✔ Customer-Approved – Over 550+ five-star reviews from happy pet parents worldwide!

We take pride in designing the most durable, challenging, and enriching snuffle mats, ensuring every dog gets the best mental stimulation experience.

** How did you come up with the idea of creating snuffle mats with varying challenge levels? What kind of research went into product design?

Smriti Pratishruti: My partner and I spent countless hours researching how to create better, safer, and more engaging snuffle mats.

Most snuffle mats on the market were flimsy, lacked durability, and failed to offer meaningful cognitive enrichment. Safety was also a major concern, with many made from low-quality materials.

At PawzNDogz, we design our snuffle mats with carefully crafted challenge levels to provide both mental and physical stimulation. Since every dog is unique, our mats are tailored with varying difficulty levels to suit different needs and abilities.

When designing our mats, challenge levels are derived based on the factors below:

✔Cognitive Development – Encouraging problem-solving and impulse control.

✔ Physical & Mental Engagement – Helping dogs expend pent-up energy constructively.

✔ Custom Puzzle Complexity – Mats vary in size, difficulty, and material, tailored for different breeds, ages, and temperaments.

✔ Safe & Durable Materials – Choice of high-quality, lab-tested fabrics to ensure longevity and pet safety.

** Your brand is certified Plastic Negative by Repurpose Global. How important is sustainability to your business model, and how do you ensure eco-friendly production?

Smriti Pratishruti: At PawzNDogz, sustainability isn’t just a buzzword—it’s at the core of our business. Its is a conscious choice that PawzNDogz employs minimal usage of plastic in its operations.

We take pride in being certified Plastic Negative through our partnership with rePurpose Global, meaning we recover twice as much plastic from nature as we use in our snuffle mats’ packaging.

Our approach to eco-friendly production includes:

✔ Minimalist Packaging – Designed to reduce waste while still providing a premium unboxing experience.

✔ Recyclable Materials – We use eco-friendly hangtags with all the necessary product information.

✔ High-Quality, Long-Lasting Products – Our snuffle mats are built to last, reducing the need for frequent replacements and minimizing environmental impact.

We believe every business has a responsibility to give back to the planet, and we’re committed to doing our part. Sustainability isn’t just a choice for us—it’s a promise.

** With your products available in over 1,200 stores globally, what kind of feedback have you received from customers and retailers?

Smriti Pratishruti: As canine enrichment gains traction, pet parents are increasingly recognizing the importance of mental stimulation for their furry companions. The response to our snuffle mats has been overwhelmingly positive, with both customers and retailers appreciating our high-quality craftsmanship, innovative designs, and exceptional customer service.

✔ Retailers love how our mats stand out in the market, offering pet parents a premium, quality-based solution for enrichment.

✔ Pet parents rave about the difference our snuffle mats make—helping dogs stay engaged, reducing anxiety, and slowing down eating.

✔ Customer Service Matters – We take pride in personalized support, ensuring that every customer and retail partner feels valued.

We take pride in incorporating the feedback from our clients to continuously improve the product with respect to design, quality, and durability as well.

The glowing testimonials and 5-star reviews we’ve received are a testament to our dedication. Seeing happy dogs and satisfied customers fuels our passion to keep innovating and expanding the world of canine enrichment!

** As a woman-led brand, what advice would you give to other women looking to start a business in the pet industry?

Smriti Pratishruti: If you’re thinking about starting a business, DO IT NOW. There’s never a perfect time—just leap! Resilience, perseverance, and an unstoppable fire in your belly will be your greatest allies.

Building PawzNDogz hasn’t been easy. There have been tears, laughter, challenges, and victories, but every moment has been worth it. As a woman-led brand, I’ve learned that the key to success is believing in yourself, staying adaptable, and embracing both failures and wins with equal passion.

For women entering the pet industry: Do your research, trust your instincts, and never hesitate to ask for help. Surround yourself with a strong support system and remember—your voice, vision, and passion deserve to be heard. The pet industry is filled with opportunities, and there’s room for you to make a real impact. So go for it!

** What’s next for PawzNDogz? Are you planning to expand into new product categories or markets?

Smriti Pratishruti: Growth and innovation are always at the heart of what we do! Our vision? To ensure every dog experiences the joy of snuffling with a PawzNDogz snuffle mat at least once in their lifetime.

We are passionate about advocating for canine enrichment, and continuously educating pet parents on the importance of mental stimulation for their furry companions. As we move forward, we are exploring new products and markets, staying true to our commitment to high-quality, science-backed pet enrichment.

With a growing community of pet parents and retail partners, we’re excited for the journey ahead—because this is just the beginning! 

** Given India’s growing pet industry, do you see PawzNDogz entering the Indian market shortly? If so, what would be your strategy?

Smriti Pratishruti: Absolutely, YES! With our roots in India and its rapidly growing pet industry, we would love to introduce PawzNDogz to Indian pet parents.

India’s pet industry is evolving, and we would be excited to be a part of this journey—ensuring that more dogs experience the joy and benefits of enrichment with PawzNDogz!