Social media and pop culture drive big growth in India's exotic pet market

Shift in Trade

India's exotic pet trade has changed dramatically over the last fifteen years, moving from discreet urban markets to a largely online industry valued at millions of dollars. Jose Louies, CEO of the Wildlife Trust of India, notes that early trade mostly involved small birds in circuses or local markets, with few exotic mammals. By 2010, the market evolved significantly as internet use grew, with social media platforms providing private spaces for sellers to trade reptiles and birds. A 2021 study documented 84 exotic reptile species traded across various digital groups and websites, while a 2026 Humane World for Animals report estimates India's exotic pet market was worth $42.6 million in 2024, with projections to nearly double by 2030.

Drivers of Demand

Pop culture and social media algorithms heavily influence the demand for specific animals in the country. Movies and books like the Harry Potter series, Finding Nemo, and The Chronicles of Narnia sparked public interest in owls, clownfish, and huskies. Sumanth Bindumadhav of Humane World for Animals explains that petting zoos, pet cafes, and social media videos normalise keeping wild animals at home by using engagement-based algorithms. Interestingly, the COVID-19 pandemic did not reduce demand; instead, experts observed a surge in wildlife trafficking and pet ownership during and after the health crisis, with smugglers utilizing new entry points like the Indo-Myanmar border and international airports.

Legal and Regulatory Hurdles

A 2020 government amnesty scheme allowed owners to declare undocumented exotic pets without facing prosecution, resulting in over 40,000 declarations across 30 states and union territories. Following this, a 2022 amendment to the Wild Life Protection Act created a new schedule to regulate non-native CITES species through mandatory registration of possession, birth, and death. Environment lawyer Shubhra Sotie points out that while native wildlife trade is banned, the exotic pet trade is legal but regulated, though a major challenge remains because Indian laws do not automatically update when international CITES classifications change.

Context

The exotic pet trade connects global wildlife trafficking networks directly to local urban households, creating complex challenges for domestic enforcement agencies. Because these animals often originate from diverse international ecosystems, regulating their movement requires coordination between customs officials, forest departments, and international conservation treaties.