Pet care startup Supertails raises $10M in Series A led by Fireside Ventures

super tailsa full-stack pet care startup, raised $10 million in a Series A round led by companies by the fireplacetogether with existing major investors get capital Y DSG Consumer Partners.

The round also featured the participation of renowned angels such as kunal shah (Founder, CRED); Sanjay Kapoor (Founder and Chairman, Genesis Luxury Fashion Pvt Ltd); Varun Algh (Co-founder and CEO, MamaEarth); Ankit Nagori (Founder, Curefoods); Y Shashank Mehta (Founder and CEO, The Whole Truth Foods).

The Bangalore-based startup will use the funds to double down on creating innovative technology, including introducing its own app. It is also building its own D2C brand: Henlo. Additionally, Supertails will focus on expanding verticals (veterinary diets and pet pharmacy channels), strengthening the supply chain and innovating the aftermarket experience.

Started by former Licious executives Varun Sadana, Aman Tekriwal and Vineet KhannaAs of June 2021, Supertails is a complete platform offering pet supplies, online veterinary consultations (over 20,000 pet consultations to date), and online behavioral training. Offers a variety of over 10,000 SKUs and over 200 partner brands in pet food, treats, accessories, personal care and more. The company also launched V-diets to sell these products online.

Commenting on the financing, the trio said:

“As pet parents ourselves, we understand the inconvenience of travel for pet parents. At, our vision is to create a platform that makes your life easier. From providing pet nutrition to 24-hour pet care and consultation, our goal is to build a platform that integrates products, services and communities.”

“With this funding round, we want to invest in creating a comprehensive platform for pet parents that meets all their needs. We are delighted to have the support of Fireside Ventures, Saama Capital and DSG’s consumer partners on this journey and have aiming to leverage their expertise to become the most preferred and loved pet care platform in India,” they added.

super tails

(L to R) Supertails Co-Founders: Aman Tekriwal, Vineet Khanna, Varun Sadana

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

Kanwaljit Singhfounder and managing partner of Fireside Ventures, added,

“As an early-stage consumer-focused VC, we are always on the lookout for consumer trends that have the potential to build resilient brands. One such emerging space is pet ownership in the metro and upscale markets. And in this category, Supertails stands out as a unique online platform that caters from pet care to pet indulgences in spaces like food, grooming and fashion as well.”

lilani ash, managing partner and co-founder of Saama Capital, commented: “ is solving problems that have existed for pet owners for decades. Their expansion comes at the right time as the Indian pet care industry is on a massive growth trajectory. Excited to see what Varun, Aman and Vineet have in store for the next phase of growth.”

Deepak I Shahdadpuri, managing director and founder of DSG Consumer Partners, said: “India’s pet care industry is at a very early stage in its evolution. We see a very big opportunity in pet categories including food, healthcare, toys and accessories, grooming and other services. is well positioned to be a leading brand in this category.”