In a move that signals the evolution of digital content into tangible lifestyle brands, Sonali Bendre-led The Happy Pawdcast has announced a strategic collaboration with India’s leading casual wear giant, The Souled Store. This partnership introduces a co-branded merchandise line designed specifically for the country’s rapidly growing community of pet parents and animal lovers.
The collaboration marks a significant milestone for the podcast, transitioning it from a successful content property into a scalable lifestyle IP (Intellectual Property).
From Conversations to Community
Launched by RosePod (the podcasting division of Rose Audio Visuals), The Happy Pawdcast has quickly become a cornerstone for responsible pet parenting in India. Now in its second season, the show—hosted by actor and advocate Sonali Bendre alongside her co-host, Icy Behl—has reached over 14 million pet lovers and generated more than 20,000 hours of content consumption.
Reflecting on the new venture, Sonali Bendre stated, "Season 2 of The Happy Pawdcast reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents
Wearable Pop-Culture for Pet Lovers
The Souled Store, known for its community-first approach and pop-culture-led designs, was a natural fit for the podcast’s mission. The new merchandise line features exclusive apparel that celebrates the everyday bond between humans and their furry companions.
One of the standout pieces in the collection is a minimalist graphic T-shirt inspired by Michelangelo’s ‘The Creation of Adam,’ reimagined as a "paw-to-hand" connection. The line focuses on high-quality, breathable cotton streetwear, including oversized tees that blend trendy aesthetics with the emotional identity of being a "pet parent."
Vedang Patel, Co-Founder of The Souled Store, emphasized the synergy between the two brands: "Pet parenting today is as much about identity and expression as it is about care. Partnering with The Happy Pawdcast allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that celebrate the everyday bond in a way that feels authentic."
A Purpose-Driven Partnership
Beyond fashion, the collaboration is rooted in a shared commitment to animal welfare. The Souled Store has a long-standing history of supporting stray animal rescue through initiatives like World For All, which operates animal care facilities. Similarly, The Happy Pawdcast has spent two seasons debunking pet-care myths and championing responsible adoption.
Megha H. Desai, Head of Marketing & Branded Content at Rose Audio Visuals, noted that the partnership reflects a modern approach to brand building, where "audience insight, brand alignment, and scale come together."
Where to Find the Collection
As The Happy Pawdcast continues to host high-profile guests—ranging from Diana Penty and Tusshar Kapoor to Amala Akkineni—this new merchandise line offers fans a way to carry the show’s message of empathy and mindfulness into their daily lives.
The exclusive co-branded collection is now available through The Souled Store, inviting pet parents to wear their love for their animals on their sleeves—quite literally.
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