One customer message turned into weeks of reading research papers.
For most brands, customer questions are answered with product specifications, FAQs or marketing claims.
For CanineJoy Gears, one particular conversation took a different direction.
A customer reached out after reading an older scientific study suggesting that elevated dog bowls could increase the risk of Gastric Dilatation-Volvulus (GDV), commonly known as bloat, in large and giant breed dogs.
It wasn’t an easy question to answer.
After all, CanineJoy Gears manufactures elevated feeders.
Instead of defending the product immediately, the founders decided to go back to the research.
Looking beyond a single study
The first paper the founders examined was the well-known Purdue University study published in 2000, which reported an association between elevated feeding and an increased incidence of GDV in certain large and giant breeds.
Like many pet parents, they initially wondered whether that settled the discussion.
It didn’t.
As they continued reading veterinary literature, they came across later research led by Dr. Marko Pipan and colleagues, which did not find evidence supporting elevated feeders as an independent risk factor for GDV.
The founders also reviewed veterinary discussions surrounding the topic and spoke with customers, recognising that many owners had encountered conflicting advice online.
“What surprised us wasn’t that different studies reached different conclusions,” says Utkarsh Tomar.
“It was how often people were quoting only one study without mentioning the rest of the available evidence.”
Research evolves
The founders say the experience reinforced an important lesson.
Science is rarely about one paper.
New studies, improved methodologies and larger datasets often refine—or even challenge—earlier conclusions.
Rather than presenting one study as absolute truth, the company believes pet parents deserve a broader understanding of the evidence.
“As manufacturers, it’s our responsibility to understand the research, even when it raises uncomfortable questions about products we sell,” says Rachit Khattar.
“If new evidence changes our understanding tomorrow, we’ll change our recommendations too.”
Every dog is different
The founders are careful not to present elevated feeders as a universal solution.
Instead, they believe feeding decisions should consider factors such as:
- the dog’s breed,
- age,
- medical history,
- mobility,
- and veterinary advice.
For example, elevated feeders are often recommended by veterinarians in specific situations, such as for dogs with arthritis, neck or spinal discomfort, or certain mobility challenges.
At the same time, healthy dogs without these concerns may not necessarily require an elevated feeder.
“We’re not interested in telling people every dog needs one,” says Tomar.
“We’re interested in helping people make informed decisions based on their own dog’s needs.”
Listening to customers before writing conclusions
The discussion didn’t end with published research.
The founders also spoke with customers who had been using elevated feeders across a wide range of breeds, including German Shepherds, Labradors, Golden Retrievers, Huskies, Cane Corsos, Rottweilers and Indies.
Those conversations weren’t treated as scientific evidence.
But they helped the team understand the kinds of questions pet parents actually have—and where misinformation often begins.
That insight has influenced not only future content published by the company but also how it communicates product recommendations.
Transparency over marketing
The founders acknowledge that taking a cautious approach isn’t always the easiest marketing strategy.
It’s often simpler to make broad claims.
Instead, they believe trust is built by explaining what is known, what remains uncertain and where veterinary guidance should take priority.
“We’d rather lose a sale than give advice we can’t confidently stand behind,” says Khattar.
“If someone reads the research, speaks with their veterinarian and then decides what’s best for their dog, we’ve done the right thing.”
For CanineJoy Gears, that customer conversation became more than a product question.
It became a reminder that building a trusted pet brand isn’t just about manufacturing quality products.
It’s also about being willing to question assumptions, keep learning and let evidence guide decisions—even when the answers aren’t always straightforward.
About CanineJoy Gears
Founded in 2025 by Rachit Khattar and Utkarsh Tomar, CanineJoy Gears designs and manufactures premium pet furniture and accessories in India, including elevated dog beds, foldable beds, elevated feeders and personalised pet essentials. The company focuses on thoughtful design, long-term durability and evidence-based product development.
Website: https://www.caninejoygears.com
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