How Supertails is Revolutionizing the Petcare Industry

As more people adopted pets during the Covid waves, the industry is expected to boom in upcoming years. This increase in pet ownership is giving the desired impetus to the pet-care ecosystem consisting of retail chains, pet nutrition, and services. The emergence of e-commerce has also majorly acted as the medium of distribution of pet products.

Indian Pet Care Market size was estimated at Rs 74,000 crore in 2021 and is expected to reach Rs 210,000 crore by 2032, growing at a CAGR of 19.2 percent during the forecast period of 2022 to 2032, as per industry experts. 

The growth of the pet industry in India is recorded in the following categories: pet food, pharmaceuticals, grooming, toys, and accessories. This industry is one of the fastest-growing industries in the world. This growth can be attributed to a rise in nuclear families, urbanization, and a change in attitude toward pet ownership. Pets are now viewed as family members, and people want to give them the best care that they can.

Nowadays, people do not compromise when it comes to offering a good and healthy lifestyle to their pets, and to fulfill that pet parents look for a one-stop shop to cater to all the needs of their pets. Instead of getting into the hassle of taking the pet to the vet or pet store people rely more on e-commerce stores where they can get essentials like pet food delivered within hours to booking an online vet consultation from the comforts of home, it has truly become easier for the brand as well as the consumer. 

To cater to and fuel the growth of the industry, Varun Sadana from his own personal experience and to provide trustworthy, hassle-free veterinary care to the ever-increasing pet parent community introduced Supertails in 2021. 

“The idea came up from one of my personal experiences, where I was juggling between finding the right food for my cat Nifty to rushing her to the vet. That was the time I realized the struggle of pet parents in single-handedly taking care of their pets. In the quest to provide the best to their pets, they found it really very difficult to find the right product. And exploring online sources only increased the confusion of pet parents,” Varun Sadana, Co-founder, Supertails shared.

For bridging the accessibility gap, the brand offers a one-stop solution entailing pet food, essential supplies, veterinary care as well as pet behavior training. It is a first-of-its-kind platform that in addition to offering the largest assortment of pet supplies from India and across the globe also comes with highly experienced in-house veterinarians and trainers. There is a provision for doorstep delivery services across the country. Over time, it has established a robust system with 3 warehouses in major metropolitan cities that efficiently delivers pet essentials within 24 hours.   

“Along with this, the trusted information and services we provide differentiate us from others as it makes pet parents' journey enjoyable and seamless,” he added.

Marketing Strategy
As a digital media-first brand, Supertails distribute its content across multiple avenues to reach out to the maximum consumer base. 

“For greater impact, our marketing strategy focuses on curating the right messaging that appeals to the audience. There are instances where our campaigns stir excitement amongst the audience. The ‘Crime Master Doggo’ campaign was very successful in taking the audience by surprise. We cater to a Gen Z audience who spend most of their time online and hence have adopted a digital-first, online-only strategy for our platform. We do not plan to open any offline stores in the near foreseeable future. We offer a one-stop shop for all pet care needs that includes supplies, healthcare, training, and vet consultations. On social, our content is focused on pet care tips and tricks and we have built our community on that,” Sadana said.

Social Media Fueling Growth
It has been observed that the current pet parent community is majorly dominated by the millennials and Gen Z. Belonging to the digital age, this particular group is highly active on social media and looks at it as a platform for better connectivity. Staying true to trends of the age, Supertails curates interesting campaigns across multiple social media platforms to reach out to a larger audience base and enhance its visibility amongst the audience.

“Our Instagram content strategy revolves around sharing informative and infotainment content that’s useful today as well as in the long run. These tips, hacks, and DIYs are easy to consume and hence attract a lot of pet parents to our page. Social media has helped us to reach the maximum reach, impressions, and engagement. Our insights show a lot of people save these kinds of posts that encourage us to roll out even more informative content for them,” Sadana asserted. 

“In addition, our Instagram content strategy focuses on posting educational and entertaining content that is relevant both now and in the future. Many pet parents visit our page because of these tricks, ideas, and DIYs that are simple to use. We have achieved the greatest reach, impressions, and engagement on our social media platforms,” he further said. 

Technical Integration 
At present, Supertails offers branded products across all relevant categories from food, toys, grooming, etc. that are made available in PAN India. Recently, the brand even launched Henlo, its own private-label brand as the Nutrition Topper for dogs.

“Considering we live in a digital age, people highly resort to online sources as their first solution. Likewise, even pet parents highly prefer online sources and services to give the best to their pets. Supertails is on the journey of digitizing the pet care industry by providing a fully digital telehealth consultation service. With the help of our digital services, we are determined to render the comprehensive pet care industry accessible to all. We offer end-to-end online services entailing pet food and products, and consultations for a hassle-free experience that minimizes the emergency of running offline stores,” he mentioned.

Future Goals 
Supertails has consistently registered promising growth numbers. Last year, the brand reached a CMGR of over 50 percent MoM.

“We have plans to take Supertails to the next level by devising a pipeline of various food SKUs under the brand Henlo that will cater to both dogs and cats. Eventually, we are also working towards creating our presence in the omnichannel space as well which will bring about the unification of vets, pet stores, and online marketplaces like Amazon and Flipkart under a single roof. To better serve the pet parents, we will be launching more international brands on an exclusive basis on our platform,” he asserted. 

So far the brand has raised over $6 million, led by Saama Capital and DSG Consumer Partners. Other investors include global Indian icon Deepika Padukone, Titan Capital, Sauce VC, and Whiteboard Capital. It is also backed by high-profile individual investors like Kunal Shah, Siddarth Pai, Ankit Nagori, Sharddha Sharma, Pankaj Naik (Executive Director, Avendus capital), Abhay Hanjura and Vivek Gupta (Founders, Licious).

“We always innovate our offering to continually serve the pet parents' community. In line with this, our e-commerce platform offers a better assortment, discoverability, and pricing of pet products in the country. On the revenue front as well, we record a promising growth of more than 30 percent on a monthly basis,” he concluded.