[Funding Alert] Petcare startup Supertails raises $10 Mn Series A funding led by Fireside Ventures

Supertails Cofounders

Supertails, a full-fledged pet care technology startup has raised $10 million in a Series A round led by Fireside Ventures, along with existing lead investors Saama Capital and DSG Consumer Partners. 

Renowned angels like Kunal Shah (Founder, CRED); Sanjay Kapoor (Founder and President of Genesis Luxury Fashion Pvt Ltd); Varun Alagh (Co-Founder and CEO, MamaEarth); Ankit Nagori (Founder, Curefoods); and Shashank Mehta (Founder and CEO of The Whole Truth Foods) also participated in the round.

The Bengaluru-based startup will use the funding to double down on building innovative technologies, which includes unveiling its app. The company is also building its D2C brand — Henlo.

In addition, Supertails will focus on expanding verticals (veterinary diets and veterinary pharmacy channels), strengthening the supply chain and innovating the after-sales experience.

Founded in June 2021 by former Licious executives Varun Sadana, Aman Tekriwal and Vineet Khanna, Supertails is a one-stop platform that offers pet supplies, online vet consultations (over 20,000 pet consultations to date) and online behavioural training. It offers a range of over 10,000 SKUs and over 200 partner brands across pet food, treats, supplements, grooming etc. The company has also launched V-Diets to sell these products online. 

Varun Sadana, Aman Tekriwal and Vineet Khanna, Co-founders of Supertails, said, “As pet parents ourselves, we understand the difficulties in these parents’ journeys. At Supertails.com, our vision is to create a platform that makes their lives easier. Our goal is to build a platform that integrates products, services and communities, from providing pet nutrition to 24/7 pet care and consultation.

They added, “With this round of funding, we want to invest in creating a unified platform for pet parents to meet all their needs. We are excited to have the support of Fireside Ventures, Saama Capital and consumer partners DSG on this journey. The goal is to leverage their expertise to have become the most popular and popular pet care platform in India.”

Kanwaljit Singh, Founder and Managing Partner of Fireside Ventures, said, As a consumer-focused early-stage VC, we are always looking for consumer trends that have the potential to build resilient brands. One such emerging space is pet ownership in metro and tier 1 markets. And in this category, Supertails stands out as a unique online platform that caters from pet care to indulgences in areas such as food, grooming and fashion.” 

Ash Lilani, Managing Partner and Co-Founder of Saama Capital, said, “Supertails.com is solving problems that have existed for pet parents for decades. Their expansion comes at the right time as the Indian pet care industry is on a massive growth trajectory. I am excited to see what Varun, Aman and Vineet have in store for the next phase of growth.” 

Deepak Shahdadpuri, Managing Director and Founder of DSG Consumer Partners, said, “India’s pet care industry is at a very early stage of its development. We see great opportunities across pet categories, including food, healthcare, toys and accessories, grooming and other services. Supertails.com is well positioned to be the leading brand in this category.”

Supertails has achieved an ARR of Rs 50 crore in the last 18 months and intends to double down on its growth and expansion plans to achieve an ARR of Rs 100 crore by March 2023. 

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