Collaborative Growth & Pet Care Startup Boom

With a recent equity funding round led by RPSG Capital Ventures, Supertails is poised for significant growth. Co-founders Varun Sadana, Aman Tekriwal, and Vineet Khanna share insights on how they have meticulously built Supertails from the ground up, driven by their ambitious vision to transform the pet care ecosystem. Their aim to close FY2024 with Rs 100 crore in revenue reflects not only their determination but also the immense potential they see in the burgeoning pet care industry. Excerpts of a conversation with BW Businessworld:

*How has Supertails contributed to the transformation of the pet care industry amidst the surge in pet ownership and new market trends?

Supertails emerged from a personal realisation after adopting my cat, Nifty, when I noticed the lack of comprehensive pet care resources in India. Teaming up with Aman and Vineet, we founded Supertails to address this gap, aiming to simplify pet parenting for all. Initially, we focused on providing essential pet supplies and healthcare solutions via our ecommerce platform. However, recognising the need for guidance, we introduced Pet Relationship Managers (PRMs) and vet consultations, ensuring personalised support for first-time pet parents. Our commitment to customer satisfaction has been pivotal, evidenced by our 80 per cent repeat customer rate and a growing community of over 200,000 followers on social media. With offerings like our D2C pet food brand – Henlo, and a pet pharmacy, we've evolved into a one-stop solution for comprehensive pet care needs. As the pet care market in India expands, we're poised to lead with tailored solutions, a customer-centric focus, and a vision to drive further growth in the industry.

*How has increased investment affected the pet care industry and spurred innovation in products, services, and market strategies?

As financial support continues to grow in the pet care segment, pet health and wellness have emerged as crucial areas of focus for the industry. Moreover, technology has played a pivotal role in revolutionising pet care. Investments in pet tech have made it easier for pet parents to track their pets' health and behaviour, enhancing their overall well-being. With the advent of wearable devices and smart sensors, pet parents can now monitor vital signs, and activity levels, and even receive alerts for potential health issues in real-time. This integration of technology makes the lives of pet parents easier and also ensures timely intervention and preventive care for their furry babies.

Investments in digital platforms have provided pet parents with easy access to credible information, empowering them to make informed decisions about their pets' well-being. This shift towards proactive care practices has led to improved outcomes for pets.

Investments have led to the creation of tailored solutions for pets, spanning custom meal plans, personalised training, and targeted healthcare services. This customisation not only boosts the effectiveness of offerings but also strengthens the bond between pets and their owners, driving higher satisfaction and loyalty.

*What was Supertails' experience in securing investments, and what aspects of your business do you think appealed to investors?

Securing investments has been a crucial aspect of our journey, allowing us to scale our operations, expand our offerings, and drive further innovation within the pet care industry. Our comprehensive approach to pet care has resonated strongly with investors. By offering a wide range of products and services, including pet supplies, healthcare solutions, training resources, and personalised guidance through our Pet Relationship Managers (PRMs), we have positioned ourselves as a one-stop destination for pet parents' needs. This holistic approach not only addresses the diverse needs of pet parents but also enhances customer loyalty and engagement, creating a strong foundation for long-term growth.

Our strong track record of customer satisfaction and brand loyalty has instilled confidence in investors about the long-term viability and growth potential of our business. With a loyal customer base, high customer retention rates, and a growing community of engaged pet parents, we have demonstrated our ability to deliver value and build enduring relationships with our customers, which is a key factor in attracting investment.

*Pet care startups: Boon or challenge for Supertails?

The surge in pet care startups signals growth and vitality in the industry. At Supertails, we see this as a positive reflection of increased demand for innovative solutions catering to evolving pet parent needs. Rather than competition, these startups contribute to a diverse landscape, offering unique perspectives and solutions. Collaboration fosters healthy competition, driving innovation and quality improvements. We embrace the chance to collaborate and learn from these startups to elevate the standard of pet care.

*How does Supertails plan to capitalise on investor interest? Any specific pet care areas or market segments targeted for future investments?

As pet lovers ourselves, we are leveraging investor interest to enhance our pet care ecosystem. This funding enables us to expand offerings, improve user experience, and strengthen the bond between pets and owners. We aim to enable business growth through the acquisition of new customers and investments in technology, along with the expansion of healthcare services including our pharmacy, besides, foraying into an offline business strategy and building an omnichannel experience for consumers. Our goal is to ensure that pet parents have easy access to all their pet care needs, online and offline, for convenient and effective care of their furry companions.