Pet-care startup Supertails has launched a campaign titled Feed a Streetie, marking its fourth anniversary by distributing 1,000 kgs of dog food to stray dogs in three Indian cities.
The initiative has been organised in partnership with three community dog feeders – Modern Mowgli, Rescue by Garima, and Manjari from South Bengaluru Cares – and aims to highlight the issue of food insecurity among stray animals. The food distribution will take place in Delhi, Dehradun, and Bangalore.
According to the Federation of Indian Animal Protection Organisations (FIAPO), India is home to over 62 million stray dogs, many of which depend on community feeding for survival. The Feed a Streetie campaign forms part of Supertails’ broader efforts to create a more inclusive pet care ecosystem.
“Every pet, whether living in a home or on the streets, deserves love, dignity, and a full bowl of food. With Feed a Streetie, we are not just celebrating a milestone, we are recognising and honouring the street dogs who are so often overlooked. This campaign is our way of giving back to the community that continuously inspires our purpose and mission,” said Varun Sadana, Aman Tekriwal, and Vineet Khanna, co-founders of Supertails.
As part of the campaign, Supertails and its feeder partners have produced a collaborative video showcasing moments from feeding drives in each city. These reels have been shared on Supertails’ and the feeders’ Instagram pages, aiming to draw attention to the everyday conditions of street animals and the local efforts to support them.
The campaign slogan, Cake Katega, Sabme Batega!, underscores the aim of making the anniversary a shared occasion. Viewers are encouraged to contribute to the cause by purchasing a “Feed a Furrball” box via the Supertails app or website, which will go towards feeding additional street animals.
The company has stated that this initiative reflects its ongoing commitment to the wellbeing of all animals, irrespective of whether they live in homes or on the streets.
