New Delhi, March 29 -- Supertails' veterinary clinic in Brookefield, Bengaluru, isn't anything like your familiar, if chaotic, neighbourhood practice. The floors have a soft, anti-skid texture. The lights never hit you, and the colours are muted. When this writer walked in, two cats were sitting calmly in a green backpack carrier in the waiting area, outside a dedicated feline-consultation room.

The rationale for this design is to put pets at ease, Vineet Khanna, cofounder of Supertails, told Mint. For an animal, a clinic is an unfamiliar, overwhelming space. "They are very territorial. No pet wants to visit a clinic because their FAS-fear, anxiety, stress-is high. Fear-free principles aim at almost eliminating that," he said.

The colou...