New Delhi, 19th August 2025: Raksha Bandhan has always been about celebrating bonds of love and protection, and in many homes today, that love extends to the family’s four-legged members. Across India, pet parents are tying Rakhis to their dogs’ furry paws, honouring their loyalty and affection. But while the gesture is heartwarming, the traditional Rakhis made with threads, beads, and embellishments can be unsafe if chewed or swallowed.
Recognising this, Hashtag Orange and JerHigh came together with a shared purpose, to raise awareness about this overlooked risk and to reimagine the way Rakhis are made for pets. The result was Pawkie Rakhi, India’s first 100% edible Rakhi for dogs, created to keep the sentiment intact while keeping pets safe.
More than just a Rakhi, Pawkie Rakhi is a celebration of the sibling-like bond between humans and their pets. It is shaped like a traditional Rakhi but made entirely of safe, high-quality, edible dog treats. It’s something to tie, click a picture with, and then let your furry friend happily devour — turning the ritual into a shared moment of joy.
Kimline Dsouza, Executive Creative Head at Hashtag Orange, said, “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. 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.”
For JerHigh, Pawkie Rakhi is a reflection of their deeper intent. It highlights how JerHigh’s purpose goes far beyond its products and how every treat is a true gesture of love. Teetat Chaisuwan, Assistant International Marketing Manager, JerHigh (Thailand), said, “At JerHigh, everything we make is driven by love. 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 in days, proving that pet parents are eager for ways to include their dogs in every celebration. More than a product, it’s a cultural shift, a thoughtful reminder that our pets deserve to be part of our happiest traditions, and that small changes can make them safer. And as a brand, JerHigh is committed to keeping this bond strong, making sure that every celebration is one more thread in a lifelong connection of love, trust, and joy.
JerHigh (Thailand) and Hashtag Orange’s 100% edible Rakhi for dogs, Pawkie Rakhi, is proof that every moment becomes worth celebrating when brands solve with heart and agencies create with purpose.