According to a new campaign, across India, pet parents are tying Rakhis to their dogs’ paws, honoring their loyalty and affection. However, while the gesture is heartwarming, traditional Rakhis made with threads, beads, and embellishments can be hazardous if chewed or swallowed.

JerHigh and Hashtag Orange have introduced Pawkie Rakhi, India’s first 100% edible Rakhi for dogs, designed to raise awareness about pet safety during Raksha Bandhan.

“Pawkie Rakhi isn’t just about celebrating a festival, it’s about love and care for a family member who happens to have four paws,” said Kimline Dsouza, Executive Creative Head at Hashtag Orange.

“We kept seeing pet parents treating their dogs like siblings, tying rakhis, exchanging little gifts… but there wasn’t anything safe for them. So we thought, why not make one? That’s how Pawkie Rakhi came to be, a Rakhi that protects, delights, and celebrates that special bond.”

“At JerHigh, everything we make is driven by love,” said Teetat Chaisuwan, Assistant International Marketing Manager, JerHigh Thailand.

“Our Feed Them With Love philosophy goes beyond nutrition, it’s about moments of joy, bonding, and celebration. This Rakhi is a small, thoughtful way to be part of that emotional journey.” The first 500 Pawkie Rakhis sold out within days. More than a product, the initiative highlights a growing cultural shift toward including pets in family traditions.