Pet Care brand Heads Up For Tails(HUFT) raises $37 Mn in Series A led by Verlinvest and Sequoia India

Heads Up For Tails Pet Care Shop

Heads Up For Tails (HUFT), a pet care startup has raised $37 million (INR 277 crore) in Series A funding round led by Verlinvest and Sequoia Capital India. The funding round also saw the participation of existing investor’s –Amitell Capital and W&C PetTech.

As per the company, the raised fund will be a support to enlarge its distribution throughout India and accelerate product development and new production. The company, by creating educational and marketing endeavours, aims to raise awareness among existing and young pet parents about the need for pet well-being and care.

Incepted in 2008 by Rashi Sanon, Heads Up For Tails is a labour of love inspired by the founder’s journey as a pet parent to Sara. Not able to find some best quality products in the Indian Markets. Rashi came up with the idea of making her products, which gently led to the establishment of Heads Up For Tails.

Through the years, the company has introduced more than 100+ products that provide solutions to the problems of pet care and help pets to lead their lives in the best possible way. Their products range from human-grade, preservative-free treats to novelty items like orthopaedic beds and organic supplements.

Talking about the brand, Rashi Sanon, Founder of Heads Up For Tails, said, “At HUFT, we believe pets are family. And family deserves only the best. Pets are at the heart of everything we do, and all our offerings are a celebration of who they are and our relationship with them. Every single day we work toward and in tandem with our vision statement – ‘For every home to experience the joys of raising pets as family’.”

“We aim to create products and educational material for all the needs of pets at every stage of their life. We will continue to become a permanent part of people’s lives as pet parenting partners by leveraging on our in house expertise and experience of over 12 years of working with dogs and cats,” she added.

Currently, HUFT has a team of 350 members who have been given roles such as marketing, product, brand, tech and manufacturing, the company further aims to increase their employee tally to 450 by the end of the year by intaking enthusiastic talents aligned with their values and goals.

HUFT also plans to launch a new/ fresh pet food across the country, on top of that it will expand its portfolio of ten unique international brands such as Pet head, Isle of Dog and Wild Earth which are currently represented in the country. The company is operational across Delhi/NCR, Bengaluru, Chennai, Hyderabad, Pune, Mumbai, Lucknow and Ludhiana.

Sakshi Chopra, Managing Director at Sequoia India, said, “India’s pet care market is valued at about $600 million, growing at over 20 percent CAGR and is likely to expand multifold over the next decade. In addition to increasing pet ownership and pet spends, this market will grow as supply for quality products gets unlocked. We believe Heads Up For Tails has the opportunity to become the destination for all things pet care with a focus not just on commerce, but also curation, content and consultation.”

Arjun Anand, Executive Director at Verlinvest, said, “Heads up for tails has great momentum to delight its fast-growing community of furry consumers and we would love to support the growth of the company for several years to come.”


  • Online Team Asia Tech is a team of Journalists, Entrepreneurs, and Enthusiast Writers who contribute to the platform by bringing everyday stories, updates, opinions and insights from the Asian Startup Ecosystem.

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