Bangalore, November 09, 2022: Supertails.com, a full-stack tech-enabled pet-care startup, has raised $10 Mn in Series A funding led by Fireside Ventures alongside existing lead investors Saama Capital and DSG Consumer Partners. The round also saw participation from renowned angels like Kunal Shah – Founder, Cred; Sanjay Kapoor – Founder & President, Genesis Luxury Fashion Pvt LTD; Varun Alagh- Co-Founder and CEO, MamaEarth; Ankit Nagori – Founder, Curefoods; and Shashank Mehta – Founder & CEO, The Whole Truth Foods. This funding will be deployed by the company to double down on building innovative tech which includes unveiling its own app. It is also building its own D2C brand – Henlo. Additionally, Supertails.com will focus on the expansion of verticals (Vet Diets and Pet Pharmacy Channels), strengthening the supply chain, and innovating the post-sale experience.
Founded in June 2021 by a trio of pet lovers – Varun Sadana, Aman Tekriwal, and Vineet Khanna, Supertails.com aims to create a holistic pet care platform for a burgeoning Indian pet care industry which currently stands at 25% CAGR with a potential to grow to $5 Bn by 2030.
The thesis, business performance, and plans
This funding further strengthens Supertails.com’s commitment to building and leading a category of first-time pet parents by empowering them with the right resources and information. As the world stepped out of a pandemic, India’s pet care market bloomed in a tough economic situation as people took to pet ownership. This was fuelled by the increased need for companionship amidst loneliness. With millennials now opting for delayed marriages and parenting, and with an increase in disposable income – pet adoption and parenting is going to see an uptick. Supertails.com wants to build for these first-time parents who need guidance and one-tap access to everything related to pet-care.
Supertails.com has clocked an ARR of INR 50 Crores in the last 18 months and aims to double down on its growth and expansion plans to achieve INR 100 Crores ARR by Mar 2023.
Commenting on the funding, Co-founders Varun Sadana, Aman Tekriwal, and Vineet Khanna, Supertails.com said “Being pet parents ourselves, we understand the hassles in the journey of pet parents. At Supertails.com, our vision is to create a platform that makes their lives easier. From providing pet nutrition to round-the-clock pet care and consultation, our aim is to build a platform that integrates products, services, and communities. In India, there has been a gradual shift from pet ownership to pet parenting and now to pet companionship. We hope to accelerate this trend with Supertails.com and create an organised and easily accessible platform, especially for first-time pet parents. With this round of funding, we want to invest in making a one-stop platform for pet parents that caters to all their needs. We are thrilled to have the support of Fireside Ventures, Saama Capital, and DSG consumer partners in this journey and aim to leverage their expertise to become the most preferred and loved pet-care platform in India.”
Kanwaljit Singh, Founder and Managing Partner at Fireside Ventures added “As an early-stage consumer-focussed VC, we are always on the lookout for consumer trends which have the potential to build out resilient brands. One such emerging space is that of pet ownership across metro and tier 1 markets. And in this category, Supertails.com stands out as a unique online platform that caters from pet-care to pet indulgences in spaces like food, grooming, and fashion too. We at Fireside Ventures, believe that there is a massive untapped potential in the pet care industry and are certain that with Supertails.com’s innovative vision and the strength of their leadership team, the pet ownership industry has huge potential in the years to come.”
Ash Lilani, Managing Partner and Co-founder at Saama Capital, commented “Supertails.com is solving problems that have existed for pet parents for decades. Their expansion comes at the right time as India’s pet-care industry is on a massive growth trajectory. Excited to see what Varun, Aman, and Vineet have in store for the next growth phase.”
Deepak I. Shahdadpuri, Managing Director and Founder, DSG Consumer Partners said “India’s pet care industry is at a very early stage of its evolution. We see a very large opportunity across pet categories, including food, healthcare, toys and accessories, grooming and other services. Supertails.com is well positioned to be a leading brand in this category.”
The model and offerings
Supertails.com’s full-stack platform offers – pet supplies, online vet consultations (more than 20,000 pet consultations to date), and online behavioural training. It offers the largest assortment of 10,000+ SKUs and 200+ partner brands across pet food, treats, accessories, grooming, etc. The company also launched V-diets – the only player in the country to sell these products online..
To add to the holistic experience, a unique differentiator is a dedicated Pet Relationship Manager for every consumer who onboards the Supertails.com platform. Every consumer is assigned to a Pet Relationship Manager who guides them with all their pet-related needs and issues.
Past Funding & Team
In their Seed round, Supertails.com had raised $2.6 Mn which was led by Saama Capital and DSG Consumer Partners. Other investors included Titan Capital, Sauce VC, and Whiteboard Capital. The company currently employs 100 pet lovers, with 80% of them being pet parents themselves.
