Meet Maximus aka Max. The Mumbai-based dog is the beloved pet of Yadika Sharma, who lives on Peddar Road. And come January, this American Cocker Spaniel is all set to rock the cover of what could be India’s first dog lifestyle magazine. Titled Where’s My Bone, the first issue has a travel theme, and will feature Max with car wheels and bags filled with toys to maintain the theme.
“The cover shot clearly depicts that it is a travel special and a dog is leaving on a holiday. The blue scarf that Max is wearing adds colour and vibrancy to the image. I found him perfect for our launch cover because he is handsome and well-mannered,” says Apeksha Harihar, editor and dog lover.The idea to develop a magazine that revolves only around dogs and caters to pet enthusiasts came about after seeing the developments in the dog industry in the last few years. "India is becoming more and more pet-friendly. Metros now have dog bakeries and dog matrimonial websites.
There are several international brands entering the market too. This was the right time to launch something like this,” Harihar says. Helping her in the venture is fellow dog lover Jimmy Jain. The duo chose the name Where’s My Bone because bone is synonymous with lifestyle among dog lovers.
The first issue of the quarterly magazine will contain travel stories. “We didn’t want to keep our stories hyper-local in terms of geography, as we didn’t want to restrict our audience. But local stories too will be featured in these specials.”
The following issues will focus on beauty, fashion and photography respectively. The magazine will cater to pet owners from middle and high income group.
Ask Harihar why other pets have been ignored and she replies immediately, “They cannot be controlled, so they cannot be taken on holidays. Also, these markets aren’t as well developed.”
The edition will have 60 pages, of which 70 per cent will be dedicated to content and the rest will be taken up by advertisements. Harihar says, “We have a small team of freelancers writing for us, but dog lovers are welcome to pitch in as well.” The 2,000-odd copies printed will be available at pet salons and pet shops across the city.