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Supertails, a full-stack pet-care startup, raises Rs 125 crore in a Series B round

Vivek Vishwakarma
New Update

Varun Sadana, Aman Tekriwal, and Vineet Khanna

Bengaluru-based startup Supertails has raised $15 million in a Series B funding round led by RPSG Capital Ventures. The round also saw participation from existing investors such as Fireside Ventures, Saama Capital, DSG, and Sauce VC.

Focusing on expansion 

Founded in 2021 by Varun Sadana, Aman Tekriwal, and Vineet Khanna, Supertails is known for its comprehensive range of pet care products and services. The startup will use the raised capital for strategic expansion that includes offline store launches, scaling up its product offerings, and enhancing its healthcare services.

Strategic expansion and offline foray


With a plan to establish a physical retail presence, Supertails aims to open its first trial stores in key metropolitan and tier-I cities, including Bengaluru, Mysore, and Ahmedabad, as per the company's statement. 

The company's co-founder, Varun Sadana, outlines a phased approach, starting with five to seven stores in the next two quarters, with a vision to expand to at least 25 stores within two years.

Enhancing healthcare and technological capabilities

Besides expanding its physical footprint, Supertails is also focusing on strengthening its healthcare services. The startup plans to recruit 50 veterinary doctors to support both offline and online services, reinforcing its position as a leading teleconsultation provider for pets in India. 

Additionally, the startup is set to enhance its technological capabilities and pursue acquisition opportunities to fuel further growth.

Private label and product diversification

A significant part of Supertails' strategy involves bolstering its private label business, which includes brands like Henlo and Skaters. The startup aims to increase the revenue contribution from these brands to 25-30% by introducing new products, such as treats and wet food for dogs and cats. 

Supertails growth

Supertails has quickly emerged as a key player in India's burgeoning pet care market, serving over 18,000 pin codes across the country. It claims to have an annualized revenue run rate (ARR) of Rs 120 crore and is on a path to achieving Rs 500 crore in ARR within the next two years. 

“We are excited to collaborate with Supertails as their innovative platform has gone beyond conventional pet care. With increasing disposable income and a rising trend in pet parenthood, the pet care industry holds significant potential in the future. As we expect India’s pet economy to grow over the next decade, Supertails' expansion aligns perfectly with the current landscape,” said Abhishek Goenka, Managing Partner, RPSG Capital Ventures.

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