Pet Care Platform Supertails Raises Funds From Saama Capital And DSG Consumer Partners

Bangalore-based pet care startup, supertails announced that it has successfully closed a Pre Series A, $2.6 Mn round of funding led by Saama Capital and DSG Consumer Partners. Other investors who participated in the round include Titan Capital, Sauce VC, and Whiteboard Capital. Additionally, Bollywood actor Deepika Padukone has also invested an undisclosed amount in the company.

The investment in supertails.com isn’t Padukone’s first one. The bollywood actor has been known to invest in various other startups and ventures. She has a dedicated investment office, and has betted on companies including Drums Food International, spacetech startup Bellatrix Aerospace and Blusmart.

Founded by former Licious executives Vineet Khanna, Varun Sadana and Aman Tekriwal, supertails.com is a digital platform aimed at catering to the  requirements of the pet owners in India. The platform offers veterinary care and a one-stop solution for pet food and supplies. It is a fully digital telehealth consultation service, and also offers doorstep delivery of pet supplies across the country.

“As experienced pet parents ourselves, we understand the anxieties and concerns one has to face in the journey of caring for a pet. With that in mind, we set up Supertails to make pet parenthood enjoyable and stress-free,” its cofounder Varun Sadana said.

The company will continue to add more products and services designed to empower pet parents through expertise and convenience, he added.

Pet care technology has been gaining ground across the world in the past five years. For instance, a dog-walking startup, Wag, backed by SoftBank, is a unicorn and a Gurugram-based online portal for pet care, DogSpot.in, had raised an undisclosed amount in funding from Ratan Tata, along with a few new and existing investors. Some other prominent pets-focused startups are Waggle.in, Collar Folk, Gurugram-based Doggie Dabbas and Dogsee Chew. Delhi based retailer Heads Up completed a $10 Mn Pre Series A funding round in September 2019 and was also looking to expand to international markets last year.

In India, the technology trend is picking up force with tech players operating in the pet industry. Reports have stated that puppy adoption rates have gone up in the range of 50-100% in 2020. The cat market has grown upwards of 40%. Market research firm Euromonitor had earlier forecasted a 68 % rise in sale of pet products in India by 2025.

While pet food is the major segment in India, capturing more than two-thirds of the market revenues, pet accessories, grooming and healthcare are also growing rapidly in urban markets.

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