Pet care startup Supertails has raised $15 million (Rs 125 crore) in Series B financing led by Sanjiv Goenka Group’s early-stage venture capital firm RPSG Capital Ventures. Existing investors Fireside Ventures, Saama Capital, DSG Consumer Partners, and Sauce VC also contributed to the round.
The Bengaluru-based venture plans to utilize the funding to enhance its technological capabilities and acquisition strategies to drive business growth. Supertails is working on establishing an omnichannel presence and aims to launch its first offline retail store by the end of the first quarter of FY25, according to Co-founder Aman Tekriwal.
While Supertails is primarily technology-driven, it recognizes the importance of physical interaction for certain services like doctor consultations, vaccinations, and diagnostics. As a result, the startup plans to recruit 50 veterinary doctors over the next few years to enhance its offline healthcare services.
Supertails claims to be the largest teleconsultation provider for pets in the Indian ecosystem, with over 70,000 online consultations conducted to date by its 20 in-house vets. The funding will enable the firm to expand its offline healthcare services further.
Additionally, Supertails aims to bolster its private label business, which currently includes three brands—Henlo for dry food, Skaters for accessories, and Scoopy for cat litter. The startup customizes these brands to suit the needs of Indian pets, utilizing natural ingredients. Tekriwal anticipates the revenue contribution from the private label segment to eventually reach 25-30% of the firm’s overall revenue.
Founded in 2021 by Varun Sadana, Aman Tekriwal, and Vineet Khanna, Supertails has serviced over 12,000 pin codes to date. With total funding amounting to $25 million from investors including Kunal Shah of CRED, Ghazal Alagh of Mamaearth, and Ankit Nagori of Curefoods, the startup is witnessing steady growth, expanding by 10-12% monthly.
India’s pet care industry is growing at a CAGR of 16.5%, with the emergence of 70 new pet care companies in the last two years. This trend underscores the increasing demand for organized pet care services in the country. Abhishek Goenka, Managing Partner at RPSG Capital Ventures, expressed enthusiasm for Supertails’ expansion, highlighting the significant potential of India’s pet economy in the coming years.
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