Indian Pet Care Startup Supertails in Talks for $15-20 Million Funding Round: A Game-Changer for India’s Booming Pet Industry
The Indian pet care sector is witnessing unprecedented momentum. Petcare startup Supertails is in talks to raise $15-20 million in a round led by Singapore-based consumer focussed investment firm Venturi Partners, people familiar with the matter told ET. This Supertails funding round represents a significant milestone for one of India’s most promising pet care startups, signaling robust investor confidence in the country’s rapidly expanding pet economy.
Founded by former Licious executives in 2021, Supertails has quickly established itself as a comprehensive pet care platform. The company’s journey from inception to potential multi-million dollar funding showcases the explosive growth of India’s pet industry, which experts project to reach INR 2.1 trillion (US$25.03 billion) by 2032. Today’s pet owners demand more than basic care products—they seek holistic solutions for their furry family members.
Market Dynamics Driving the Supertails Funding Round
India’s pet care market is experiencing remarkable transformation. As per reports, in 2025, India is home to an estimated 100 million pets, including 30 million in urban households. The shift represents more than numbers—it reflects changing consumer behavior and lifestyle priorities among urban Indians.
Current market statistics paint an impressive picture of growth potential. The market is anticipated to witness a CAGR of 5.65% during the forecast period and is estimated to reach USD 16.2 billion by FY2032 on account of rising elementary family set-ups, pet humanization, change in perceptions towards pet ownership, double-income households, urbanization, and increasing awareness of pet food & management. This substantial growth trajectory makes the Supertails funding round particularly strategic.
Consumer Behavior Revolution
Pet humanization has become the defining trend shaping investment decisions. According to TGM’s report, 71% of Indian respondents own pets, with more than half of them having two or more pets. This marks a substantial increase from last year, where only 18% reported owning multiple pets. This behavioral shift directly translates into increased demand for premium products and services.
Young professionals and millennials drive this transformation. They treat pets as family members, investing significantly in nutrition, healthcare, and lifestyle products. Millennials and Gen Z are shaping the market with their preferences for organic food, health supplements, tech-enabled care, and designer accessories. Supertails has positioned itself perfectly to capture this demographic’s spending power.
Venturi Partners: Strategic Lead Investor in Supertails Funding Round
The choice of Venturi Partners as the lead investor brings significant strategic value beyond capital. Founded in 2019, Venturi Partners is a growth and expansion investment firm based in Singapore. The firm prefers investing in companies operating in consumer durables, consumer non-durables, education, and healthcare services sectors in India and Southeast Asia.
Venturi’s investment philosophy aligns perfectly with Supertails’ growth strategy. The second fund will target high-growth sectors such as retail, education, healthcare, and fast-moving consumer goods (FMCG), with a continued focus on India and Southeast Asia. Their consumer-focused approach and regional expertise make them ideal partners for navigating India’s complex market dynamics.
Investment Track Record and Value Addition
Venturi Partners brings more than financial resources to the Supertails funding round. Venturi said its unique hands-on approach is centered around working closely with management teams to scale operations and create lasting value. It highlighted that the firm’s expertise in identifying and scaling consumer businesses has made it a trusted partner for founders in India and Southeast Asia.
Their portfolio includes successful consumer brands like Livspace, Country Delight, and Cult.fit, demonstrating their ability to scale businesses in competitive markets. This experience will prove invaluable as Supertails expands its operations and market reach.
Supertails’ Competitive Positioning and Growth Strategy
The Supertails funding round comes at a crucial time for market consolidation. Supertails has raised a total funding of $31.5M over 5 rounds from 44 investors. Investors include Saama Capital, Singularity AMC and 42 others. This solid foundation provides a strong base for the upcoming funding round.
Competition in the Indian pet care space is intensifying rapidly. It competes with Heads Up For Tails, Goofy Tails, and JustDogs, among others. Heads Up For Tails emerged as the largest funded startup in this segment which raised $37 million in a Series A funding round led by Verlinvest and Peak XV Partners. However, Supertails differentiates itself through its comprehensive service offerings.
Comprehensive Service Ecosystem
Supertails has built a robust multi-service platform that addresses various pet care needs. Founded in 2021 by Varun Sadana, Aman Tekriwal, and Vineet Khanna the startup offers an e-commerce platform for petcare-focussed supplies, online vet consultations and online pet training across India. This holistic approach creates multiple revenue streams and deeper customer engagement.
The company’s strategy extends beyond product sales. Additionally, the startup is working on building an omnichannel presence by setting up its first offline retail store. This integration of online and offline experiences positions Supertails to capture customers across all touchpoints, maximizing the value from the Supertails funding round.
Financial Performance and Future Projections
Supertails has demonstrated impressive growth metrics that justify investor confidence in the upcoming funding round. Supertails aims to achieve an ARR of Rs 500 crore in the next two years, targeting India’s growing pet population, estimated at 35 million, with a potential market size of $5 billion. This ambitious target reflects the company’s confidence in market expansion and execution capabilities.
The timing of the Supertails funding round coincides with broader market growth. As per industry reports, spending on pets as well as pet care reached USD 3.6 billion in India in 2024. This expanding market provides ample opportunity for aggressive growth and market share capture.
Revenue Diversification Strategy
Supertails’ multi-revenue stream approach reduces dependence on any single income source. Pet food makes up the largest share of the pet care industry with an estimated total value of $650 million in 2024. Pet food makes up around 70% of the total pet care market in India. The next biggest market share belongs to pet accessories. Accessories like leashes, collars, and toys make up 20% of the market. The company has strategically positioned itself across these high-growth segments.
Healthcare services represent another significant growth opportunity. The pet healthcare segment, valued at over Rs. 700 crore (US$ 82.8 million) is one of the fastest-growing sub-segments. Supertails’ telemedicine platform and pharmacy services position it to capitalize on this trend.
Technology and Innovation Drive Growth
Technology integration sets Supertails apart from traditional pet care retailers. The company leverages digital platforms to create seamless customer experiences and operational efficiencies. Many pet care apps and services have been founded, such as apps that help in tracking the pet’s health, scheduling doctor’s appointments for pets, or even booking pet-friendly lodgings. The adoption of technology in pet care services is expected to grow owing to the consumer demand for convenience and effectiveness.
The Supertails funding round will likely accelerate technology investments. Recent industry reports show that pet tech innovations are gaining traction, with smart pet devices and AI-based health solutions becoming mainstream. Supertails’ early adoption of these technologies provides competitive advantages.
Data-Driven Customer Insights
Digital platforms enable Supertails to gather valuable customer data and preferences. This information drives product development, inventory management, and personalized marketing strategies. The upcoming funding round will enhance these capabilities, allowing for more sophisticated customer segmentation and targeted offerings.
Healthcare integration represents a particularly promising area. In February 2025, Bangalore-based Supertails launched its first clinic providing Fear Free certified care to enhance pet healthcare in India’s rapidly growing pet sector. This move demonstrates the company’s commitment to comprehensive care solutions.
Market Expansion and Geographic Growth
The Supertails funding round will facilitate geographic expansion across India’s diverse markets. Tier-2 cities expansion: Pet ownership is growing in smaller Tier-2 cities in India, where the pet food market is expanding by over 40% annually, compared to 22% growth nationwide. Companies like Growel Group and Zigly are targeting these cities and plan to open new stores in 2025. This presents significant untapped opportunity for Supertails.
Urban penetration remains a priority given the concentration of disposable income. This range finds high traction in Tier 2 and Tier 3 cities where price sensitivity is high. Key Insight: Supermarkets and hypermarkets are influencing the pet care products market in India due to their vast reach and trusted presence in urban and semi-urban regions. As per industry reports, there were about 66225 supermarkets across India as of May 2025. Chains, such as Reliance Smart, Big Bazaar, and D-Mart have dedicated pet care sections for offering popular economy and mid-range brands.
Omnichannel Distribution Strategy
Supertails recognizes the importance of multiple distribution channels. E-commerce & quick commerce: While offline retail still makes up 70% of sales, quick commerce platforms like Swiggy Instamart, Zomato’s Blinkit and Zepto are experiencing rapid growth, catering to pet owners seeking convenience. The funding round will strengthen both online and offline presence.
Strategic partnerships with established retail chains could accelerate market penetration. The company’s omnichannel approach ensures maximum customer accessibility while optimizing operational costs.
Industry Trends Supporting the Supertails Funding Round
Several macro trends support optimistic projections for the Supertails funding round. According to the Indian Pet Industry Joint Advisory Council (IPICA), the sector is set to expand at a compound annual growth rate (CAGR) of 20% over the next five years. This growth rate significantly exceeds most other consumer sectors.
Premium product adoption accelerates among urban consumers. However, pet ownership continues to rise, and many consumers are now prioritising premium, specialised products tailored to their pets’ needs. This shift has propelled the expansion of wet pet food, functional nutrition, and premium pet care services. Supertails’ product portfolio aligns with these evolving preferences.
Regulatory Environment and Government Support
Government initiatives increasingly support the pet care industry’s growth. The influx of government policies and NGOs for promoting animal welfare are contributing to the India pet care products market growth by increasing pet awareness and responsible ownership. Campaigns on vaccination, sterilization, and adoption are creating a better environment for pets, encouraging consumers to invest in quality care products. For instance, in February 2025, the Indian government conducted free anti-rabies vaccination drives for stray as well as pet dogs. These initiatives improve overall pet health, indirectly boosting demand for health supplements, food, and hygiene products.
This supportive regulatory environment reduces market entry barriers and encourages responsible business practices, benefiting established players like Supertails.
Challenges and Risk Factors
Despite positive market dynamics, the Supertails funding round faces several challenges. Intense competition requires significant marketing investments and customer acquisition costs. However, challenges such as intense competition from other startups and the complexities of scaling while ensuring quality and customer satisfaction could pose significant hurdles. Navigating these challenges will be crucial for Supertails’ sustained growth and market leadership.
Supply chain management presents ongoing operational challenges. Ensuring consistent product quality and availability across multiple categories requires sophisticated logistics capabilities. The funding round must address these infrastructure investments.
Market Education and Consumer Awareness
Many Indian pet owners still require education about proper pet care practices. India has ~4,000–5,000 practicing veterinarians, mostly concentrated in urban and semi-urban areas. However, there is still a shortage compared to growing demand. This shortage creates opportunities but also challenges for companies providing healthcare services.
Price sensitivity in certain market segments requires careful product positioning and pricing strategies. Balancing premium offerings with affordable options will be crucial for maximizing market penetration.
Future Outlook and Growth Trajectory
The Supertails funding round positions the company for aggressive expansion in India’s rapidly growing pet care market. The expected boom in the pet population and the likely development of industry trends mean that experts expect the Indian pet market to expand at a rate of 19% per annum for the next ten years. They are also expecting several unicorn companies, or billion-dollar private companies, to emerge within the industry. As the market does evolve, consumers will get access to a broader selection of products, as well as more premium products, new services, and more.
Success metrics will include geographic expansion, customer acquisition, and revenue diversification. The company’s ability to maintain growth momentum while building sustainable competitive advantages will determine long-term success.
Strategic Partnerships and Acquisitions
The funding round provides resources for strategic partnerships and potential acquisitions. Consolidation opportunities may arise as smaller players struggle with funding challenges. Supertails’ strong financial position enables it to pursue value-adding acquisitions.
International expansion represents a longer-term opportunity, particularly in Southeast Asian markets where Venturi Partners has established relationships and market knowledge.
Conclusion
The Supertails funding round represents more than a single company’s capital raise—it signals the maturation of India’s pet care industry into a major economic sector. With India’s pet care market projected to reach unprecedented levels and consumer behavior fundamentally shifting toward pet humanization, companies like Supertails are positioned to capture significant value.
Venturi Partners’ involvement brings strategic expertise beyond financial resources, particularly their proven track record in scaling consumer brands across India and Southeast Asia. The combination of market timing, strategic investor backing, and Supertails’ comprehensive platform approach creates compelling conditions for success.
The pet care industry transformation extends beyond individual companies to reflect broader changes in Indian society, urbanization patterns, and consumer priorities. As millions of Indian families embrace pets as integral family members, the demand for comprehensive, high-quality care solutions will continue expanding exponentially.
FAQs
Q1: What is the Supertails funding round amount?
Supertails is in talks to raise $15-20 million in a funding round led by Singapore-based Venturi Partners, with existing investors also likely to participate.
Q2: Who is leading the Supertails funding round?
Venturi Partners, a Singapore-based consumer-focused investment firm, is leading the Supertails funding round. The firm specializes in growth-stage investments in India and Southeast Asia.
Q3: What services does Supertails offer?
upertails provides a comprehensive pet care platform including e-commerce for pet supplies, online veterinary consultations, pet training, pharmacy services, and recently launched physical clinics.
Q4: How large is India’s pet care market?
India’s pet care market is projected to reach INR 2.1 trillion (US$25.03 billion) by 2032, growing at approximately 20% CAGR, driven by increasing pet ownership and humanization trends.
Q5: Who are Supertails’ main competitors?
Supertails competes with companies like Heads Up For Tails, Goofy Tails, and JustDogs. Heads Up For Tails is currently the largest funded startup in the segment with $37 million raised.
Q6: What will Supertails use the funding for?
The funding will be used to expand technological capabilities, customer acquisition, healthcare services development, and building omnichannel presence including offline retail stores.
Q7: What is Supertails’ revenue target?
Supertails aims to achieve an annual recurring revenue (ARR) of Rs 500 crore within the next two years, targeting India’s growing pet population and expanding market opportunities.
