Supertails: Growling Growth

The Bengaluru-based pet care player is rapidly expanding its product and service offerings and will soon be seen opening offline stores

- Sandeep Kumar

Bengaluru-headquartered Supertails has been having a 'pawsome' run since its inception growing in terms of products, services, popularity, and presence.

Started in 2021, by Aman Tekriwal, Varun Sadana, and Vineet Khanna, the brand has been providing innovative solutions that enhance the well-being and lifestyle of pets.

"The category was always growing, but it needed a boost, which the pandemic provided. And post-pandemic, it has started to reach the threshold of the network effect," said Khanna explaining that since over 85% of pet parents in India are first-timers, with needs that are different from an evolved market, the brand started with the primary need fulfillment over the first year. It then went on to add more offerings in terms of informed healthcare and behaviour training among others.

The Growth

Supertails began with offering food products for pets. "One needs to have the best assortment of food available from India and abroad, taking care of across the price points, across the life stages of the pet, and any form of specialisation.

For instance, we go from the basic food to even as specialized as well prescribed diets," he added.

Supertails first expansion was in its product portfolio, going from food to nonfood. Healthcare consultations came next which are fully digitally done.

"We first get the pet parent in and then we address more of their needs over time so that most of the needs of the pet parent are fulfilled," said Khanna.