The pet care industry in India is growing at an unprecedented rate. According to a report by IBEF, the value of the country’s pet care industry was ₹30,434 crore (USD 3.6 billion) in CY24 and is projected to increase to ₹2,10,000 crore (USD 24.8 billion) by CY32.
In this evolving landscape, Supertails has managed to become a go-to pet store and pet care platform. The start-up raised a funding of USD 30 million earlier this year. The goal, according to Vineet Khanna, Co-founder, Supertails is to strengthen the support system the brand has built for pet parents over the years.
Highlighting the pillars driving their growth, he says, “The first one is access—where our quick delivery for the largest assortment of pet-purpose products comes in. The second layer of this support system is healthcare infrastructure, where we have medicines, teleconsultations with a vet and pet clinics. The third pillar is data and technology, which is how we get to know the pet more than anybody else.”
Watch the full interview here:
Since Supertails’ beginnings in 2021 in Bengaluru, the city has remained an integral part of the brand’s marketing and growth strategy. Their latest campaign featuring comedian and actor Danish Sait and Pooja Gandhi, known for her work in Kannada cinema, was an ode to this association.
On the choice of city, Khanna says, “Bengaluru is home to us, not just operationally but also emotionally. Our deepest customer relationships have been built here. The most evolved version of Supertails exists here. So, if we're going to tell a story about the brand, it better be told in Bengaluru, right?”
For Khanna, Sait was an ideal choice for the campaign not only because he is a pet parent and understands the city’s emotional language, but also because he brought his creative instinct to it, including writing the script.
As reflected in the campaign, Supertails’ pet care ecosystem has already come alive in Bengaluru. The aim is to replicate the model in other cities, starting with Mumbai and Delhi, where the online delivery ecosystem already exists.
Speaking about the business outcomes they aim to achieve, Khanna says, “With the kind of investments we have done in the last 12 months, and we will continue to do in the next 12, I think, we are hoping to becoming a leader in this category and an undeniable option for pet parents, starting with Bengaluru.”
