Latest news with #Supertails
Fashion Value Chain
2 days ago
- Business
- Fashion Value Chain
Sleepyhead's Purr-fect Couch for Cats and Pet Parents
Sleepyhead, the modern furniture and sleep solutions brand, has launched the Purr-fect Couch — India's first sofa designed for both humans and cats — in partnership with pet care brand Supertails. This limited-edition piece celebrates International Cat Day, merging Sleepyhead's expertise in human comfort with Supertails' insights into feline needs. Available at an introductory price of INR 30,000 on and select Bengaluru stores, each purchase includes a complimentary 6-month supply of cat food from Supertails. The design offers a blend of contemporary style and pet-focused functionality: Play Cubbies : Two cosy spaces where cats can hide while staying close to their owners. Scratch Pad : A dedicated scratching area to keep claws busy and furniture damage-free. Changeable Catnip Toys: Two dangling toy balls for endless swatting, jumping, and playful hunting. Ullas Vijay, Chief Marketing Officer, Duroflex Group, explained, 'For pet parents, cats get bored easily and most homes don't keep them engaged. Their favourite spots are often scattered — from a corner hideout to a separate scratching post. The Purr-fect Couch brings structure and shared comfort by blending our design expertise with Supertails' understanding of feline wellbeing.' Vineet Khanna, Co-founder, Supertails, added, 'Indian pet parents are prioritising their pets' wellbeing more than ever, with the pet care market projected to touch Rs 1 lakh crore in the next decade. Collaborating with Sleepyhead allowed us to create a product that reflects this shift.' Promoted across Sleepyhead's social channels, the launch targets the growing community of pet parents, aligning with the brand's unconventional design ethos. From the Pride Sofa under the 'Straight Isn't the Default' campaign to this cat-friendly innovation, Sleepyhead continues to design for modern living and meaningful connections between people and their pets.
News18
06-07-2025
- General
- News18
Cat-astrophic Mistakes First-Time Cat Parents Make
Last Updated: Cats are complex, curious, and incredibly rewarding companions, but they are not plug-and-play pets India's cat craze is catching on fast. According to the industry data, pet cats now make up nearly 9.5% of the country's pet population, with an estimated 3.7 million felines purring their way into urban homes. That is a massive leap from just 2.4 million in 2022, showing how cats are becoming the go-to companions for apartment-dwelling millennials and Gen Z. Meanwhile, dog ownership still dominates at 88%, but the gap is narrowing. What is fuelling this feline fascination? Lower maintenance, quiet companionship, and a temperament that fits snugly into city life. But here is the twist: many new cat parents walk in with a dog-care mindset, expecting their cats to fetch, cuddle on command, or thrive on constant attention. Spoiler: They do not. 'In cities like Mumbai, where space is limited, we are seeing a sharp rise in smaller dogs and especially cats. On our platform, Mumbai now shows an almost equal split between dog and cat parents," shares Dr. Swathi Hareendran, Veterinary Expert, Supertails. To help your cat feel at home and avoid any tail-twitching disasters, Dr Hareendran shares seven surprisingly common mistakes new cat parents make and how to fix them before your kitty gives you the cold shoulder. 1. Assuming Cats Do Not Need Space To Thrive While cats can adapt to compact living far more easily than dogs, that doesn't mean they do not need environmental stimulation. Vertical space (like shelves, window sills, and cat trees) is just as important as square footage. Cats love to perch, climb, and observe their territory from above; it helps them feel secure and mentally engaged. Top Tip: Create multiple elevation zones with soft bedding, scratch posts, and hideaways. Even a small flat can feel like a jungle gym with the right setup. 2. Ignoring Their Sensitivity to Temperature Unlike dogs, cats are highly sensitive to ambient temperature changes. They often gravitate towards sunlit patches, warm corners, or enclosed spaces when they feel cold. On the flip side, in hot Indian summers, poor ventilation or lack of cool zones can lead to lethargy or heat stress. Pro Tip: Ensure your cat has access to both cosy warm spots and well-ventilated, shaded areas, especially in non-air-conditioned homes. 3. Treating Them Like Dogs (No, Really!) Cats are not pack animals. They do not crave validation the way dogs do and tend to form slow, deep bonds on their terms. Trying to train or discipline a cat like a dog (e.g., yelling 'No!" or expecting them to follow commands) can damage trust. Reminder: Respect their boundaries, observe their cues, and reward with calm interaction; affection should be earned, not demanded. 4. Skipping Mental Enrichment A common myth? 'Cats entertain themselves." Not quite. Without interactive play, puzzle toys, or sensory activities, cats can get bored, leading to stress, aggression, or destructive behaviour. Try This: Invest in a feather wand, laser pointer, or puzzle feeder. Even 15–20 minutes of playtime a day can do wonders for their well-being. 5. Underestimating Their Social Needs Advertisement Cats are often thought to be solitary creatures, but many actually thrive on companionship. They may not jump on you like a dog would, but they will show affection in quieter ways: following you around, slow blinking, or curling up nearby. Watch Out: If your cat is hiding constantly, it could be a sign of stress or unmet emotional needs, not just 'independence." 6. Overfeeding and Underplaying Indoor cats are prone to obesity due to limited movement. Combine that with free feeding and lack of play, and you have a purring health hazard. Portion control and daily activity are non-negotiable. 7. Delaying Vet Visits Because 'They Seem Fine' Cats are masters of hiding discomfort. Whether it is a dental issue, joint pain, or gastrointestinal distress, they rarely show visible signs until things get severe. top videos View All Best Practice: Schedule annual wellness checks even if they appear healthy. Preventive care is far easier than emergency care. Cats are complex, curious, and incredibly rewarding companions, but they are not plug-and-play pets. They need a thoughtful balance of respect, routine, and engagement. With a little awareness and a lot of love, you can avoid these beginner blunders and become the confident cat parent your feline deserves. About the Author Swati Chaturvedi The News18 Lifestyle section brings you the latest on health, fashion, travel, food, and culture — with wellness tips, celebrity style, travel inspiration, and recipes. Also Download the News18 App to stay updated! Location : New Delhi, India, India First Published: July 06, 2025, 12:31 IST News lifestyle Cat-astrophic Mistakes First-Time Cat Parents Make
Economic Times
29-05-2025
- Business
- Economic Times
VCs smell a big opportunity as petcare expands beyond food
A surge in pet adoption since the Covid pandemic, coupled with the rapid expansion of petcare services and the rise of quick commerce, is prompting both risk-capital and strategic investors to seek opportunities in the petcare startup space. ADVERTISEMENT On Monday, Swiss multinational Nestlé SA announced a minority investment in Drools, turning the Bengaluru-based pet food brand into a unicorn, or a privately held firm valued at $1 billion or more. Supertails, a digital petcare platform backed by Fireside Ventures, is in talks to raise $24–25 million in a fresh round, people aware of the matter said. Heads Up For Tails, a petcare brand and retail chain backed by Peak XV Partners, is also in discussions for a new round of funding, sources a Gurgaon-based veterinary care startup, recently closed a $26-million funding round led by Bessemer Venture the last five years, petcare startups — which are broadly categorised as either product-driven offerings or services — have raised $198 million in funding across 20 deals, according to data provided by Venture Intelligence. ADVERTISEMENT Petcare startups have raised $198 million 20 deals over five years. 'Investors see this as a very healthy category because on the one side, there is growth and on the other side, it is a pure retention-based category with good margins,' said Vineet Khanna, cofounder of Supertails. ADVERTISEMENT Founded in 2021, Supertails has raised $30 million so far, including $15 million from RPSG Capital Ventures in February 2024. Prior to the Nestlé investment, Drools had raised $60 million from L Catterton in 2023. ADVERTISEMENT India's petcare market, currently valued at $3.5 billion, is expected to reach $7–7.5 billion by 2028, according to a report by Redseer Strategy Consultants. The number of pets in Indian households has grown from 26 million in 2019 to 32 million in 2024, the report noted.'Higher disposable incomes, delayed marriages, and lower fertility rates are contributing to increased demand for companionship (of pets),' Khanna said the industry is growing consistently with strong retention of consumers, 'especially as people spend more across categories.' ADVERTISEMENT Legacy FMCG players and consumer companies have also entered the fray. In August 2023, Godrej Consumer Products committed Rs 500 crore to the category through a joint effort with Godrej Agrovet. Earlier, Nestlé India acquired Purina Petcare India from its global parent for Rs 125.3 crore, and Emami picked up a 30% stake in petcare brand Cannis Lupus Services India. Currently, Mars, the maker of Pedigree and Royal Canin, remains the market leader in pet nutrition in larger players, startups like Heads Up For Tails, Supertails, Goofy Tails, and Just Dogs have built product-led offerings, while Vetic, Petmojo, The Pet Nest, and Happy Pettings are focused on services like vet care, grooming, and product purchases are increasingly made online, especially on platforms like Amazon, Flipkart, and quick commerce services like Blinkit and Zepto.'Ecommerce created the initial demand, but quick commerce is what's taking it to the next level,' said Renu Bisht, founder of brand consultancy Commercify360. 'Now, even in tier-II cities, pet owners can access a wide range of products without visiting niche offline stores.'Non-food categories such as grooming, supplements, toys, and accessories are now growing faster than core pet food, industry experts said.'If food is growing at 18–20% year-on-year, non-food segments like healthcare and accessories are clocking over 25% growth,' Khanna noted. 'Pet parents today are far more aware of their pets' needs.' Prayag Mohanty, principal at Fireside Ventures, said, 'The pandemic was a clear tailwind. People were at home and started looking for companionship. That growth has continued across the category.'
Time of India
29-05-2025
- Business
- Time of India
VCs sniff opportunity as petcare expands beyond food
A surge in pet adoption since the Covid pandemic, coupled with the rapid expansion of petcare services and the rise of quick commerce, is prompting both risk-capital and strategic investors to seek opportunities in the petcare startup space. On Monday, Swiss multinational Nestlé SA announced a minority investment in Drools , turning the Bengaluru-based pet food brand into a unicorn, or a privately held firm valued at $1 billion or more. Supertails, a digital petcare platform backed by Fireside Ventures, is in talks to raise $24–25 million in a fresh round, people aware of the matter said. Play Video Pause Skip Backward Skip Forward Unmute Current Time 0:00 / Duration 0:00 Loaded : 0% 0:00 Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions settings , opens captions settings dialog captions off , selected Audio Track default , selected Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Text Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Transparent Caption Area Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Drop shadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Heads Up For Tails, a petcare brand and retail chain backed by Peak XV Partners, is also in discussions for a new round of funding, sources said. Vetic, a Gurgaon-based veterinary care startup, recently closed a $26-million funding round led by Bessemer Venture Partners. Live Events Over the last five years, petcare startups — which are broadly categorised as either product-driven offerings or services — have raised $198 million in funding across 20 deals, according to data provided by Venture Intelligence. Discover the stories of your interest Blockchain 5 Stories Cyber-safety 7 Stories Fintech 9 Stories E-comm 9 Stories ML 8 Stories Edtech 6 Stories ETtech Petcare startups have raised $198 million 20 deals over five years. 'Investors see this as a very healthy category because on the one side, there is growth and on the other side, it is a pure retention-based category with good margins,' said Vineet Khanna, cofounder of Supertails. Founded in 2021, Supertails has raised $30 million so far, including $15 million from RPSG Capital Ventures in February 2024. Prior to the Nestlé investment, Drools had raised $60 million from L Catterton in 2023. India's petcare market, currently valued at $3.5 billion, is expected to reach $7–7.5 billion by 2028, according to a report by Redseer Strategy Consultants. The number of pets in Indian households has grown from 26 million in 2019 to 32 million in 2024, the report noted. 'Higher disposable incomes, delayed marriages, and lower fertility rates are contributing to increased demand for companionship (of pets),' Khanna said. He said the industry is growing consistently with strong retention of consumers, 'especially as people spend more across categories.' Legacy FMCG players and consumer companies have also entered the fray. In August 2023, Godrej Consumer Products committed Rs 500 crore to the category through a joint effort with Godrej Agrovet. Earlier, Nestlé India acquired Purina Petcare India from its global parent for Rs 125.3 crore, and Emami picked up a 30% stake in petcare brand Cannis Lupus Services India . Currently, Mars, the maker of Pedigree and Royal Canin, remains the market leader in pet nutrition in India. Alongside larger players, startups like Heads Up For Tails, Supertails, Goofy Tails, and Just Dogs have built product-led offerings, while Vetic, Petmojo, The Pet Nest, and Happy Pettings are focused on services like vet care, grooming, and training. Pet product purchases are increasingly made online, especially on platforms like Amazon, Flipkart, and quick commerce services like Blinkit and Zepto. 'Ecommerce created the initial demand, but quick commerce is what's taking it to the next level,' said Renu Bisht, founder of brand consultancy Commercify360. 'Now, even in tier-II cities, pet owners can access a wide range of products without visiting niche offline stores.' Non-food categories such as grooming, supplements, toys, and accessories are now growing faster than core pet food, industry experts said. 'If food is growing at 18–20% year-on-year, non-food segments like healthcare and accessories are clocking over 25% growth,' Khanna noted. 'Pet parents today are far more aware of their pets' needs.' Prayag Mohanty, principal at Fireside Ventures, said, 'The pandemic was a clear tailwind. People were at home and started looking for companionship. That growth has continued across the category.'
Mint
26-05-2025
- Business
- Mint
Pawfect Pet Foods taps Lincoln to raise $17 million for India launch, global push
MUMBAI : Pawfect Pet Foods, a premium export-first pet care brand from India, is looking to raise up to $17 million (about ₹144 crore) in its first institutional round as it prepares to launch domestically and double down on global expansion. The company has appointed investment bank Lincoln International to advise on the transaction, founder Prashant Patwardhan told Mint. 'The proceeds will be used to facilitate our launch in India as well as expanding our export-led business, which contributes nearly 99.9% of its revenues," said Patwardhan. Founded six years ago, Pawfect has built a nearly 100% export-driven business with a footprint across the UK, US, Canada etc. This assumes significance because India has not traditionally been viewed as a manufacturing hub for premium pet food or a major player in pet product exports. Yet, Pawfect has built a fully India-based supply chain, producing all its offerings domestically while serving over 30 global markets. Now, it plans to launch in India—its home base—by the second half of 2025, leveraging the funds raised to establish a local presence while growing its international distribution. Also read: Pet care goes smart with tech Premium positioning With more than 150 offerings across key segments such as complete foods, functional treats, chews, toppers, and supplements, Pawfect products are priced in the range of ₹8,000 to ₹40,000 (depending on the exchange rate), significantly higher than the industry rates of about ₹200 to ₹7,000. The brand justifies its pricing by emphasising scientifically formulated, 100% natural ingredients, and cost-efficient production. Pawfect plans to grow its business in multifunctional treats and supplements, using its existing strengths in premium pet nutrition and grooming. This comes after successfully establishing products like its dental cheese chews. Also read: Supertails eyes Blue 7 Vets acquisition to expand offline pet care footprint In FY24, the company clocked ₹45 crore in revenue, which organically grew to ₹80 crore in FY25. Profit also jumped from ₹2 crore to ₹18 crore in the same period, with FY26 revenue expected to touch ₹160 crore, said Patwardhan, adding that the company has been profitable since inception. 'Pawfect plans to scale further particularly in the UK where it sees some structural advantages following a recently signed free trade agreement and is also in active discussions with select partners to bring high-integrity pet products into the domestic market," Patwardhan added. Pet care boom Global annual household spending on pets is projected to reach $261 billion by 2030, a significant increase from $122 billion in 2019, as per a July Morgan Stanley report. India's pet care industry, currently valued at $3.5 billion, is also set for substantial growth, according to an October 2024 report by Redseer Strategy Consultants. This growth is attracting significant investor interest, with startups like Heads Up For Tails, Supertails, and Vetic actively seeking funding. Mint reported earlier this month on this rising demand for premium pet products and services, driven by urban Indian pet parents. Vetic, a tech-enabled chain of pet clinics, recently secured ₹224 crore led by Bessemer Ventures. Supertails aims to raise around ₹200 crore by the end of this year, while Heads Up For Tails is looking for investment from domestic firm 360 One Asset in the coming months. 'Consumers are not only spending more money or buying products and services but also becoming conscious of quality and the differentiation between brands on offer, much as they would with products that they buy for themselves and their family members," Devangshu Dutta - chief executive of Third Eyesight, a management consulting firm, told Mint earlier this month. 'The spend on pet food, pet products and care services is growing… These trends have resulted in a growing number of companies entering the market and covering different segments of products and services," according to Dutta. Investor frenzy Investor interest in India's pet care industry surged post-pandemic, fuelled by increased pet adoptions and rising disposable incomes. In 2023, pet care startups raised a record $66.3 million across 16 funding rounds, largely driven by Drools' $60 million fundraise. While 2023 saw a funding spike from this large deal, 2024's funding activity was more widespread, with $17.9 million raised across 13 rounds, according to Tracxn. Platforms like Supertails, Drools, and Heads Up For Tails have been major beneficiaries of this shift. Drools secured $60 million from LVMH-backed private equity firm L Catterton in 2023, and Supertails raised $15 million led by RPSG Capital Ventures in February of last year. Also read: Four legged influencers are becoming pet care industry's marketing mavericks
