What the business is
Bengaluru pet-care marketplace selling supplies, online vet consultations, training services and pet pharmacies, serving over 18,000 pin codes.
The bet
A full-stack pet platform that adds pharmacy and healthcare services and moves offline can win Indian pet parents as the pet economy grows.
Starting capital
$2.6M pre-Series A in 2021 and $10M in November 2022 before this round.
How it started
Varun Sadana, Aman Tekriwal and Vineet Khanna founded Supertails in June 2021 to serve evolving pet-parent needs with customised offerings. It raised $2.6M in a pre-Series A in 2021 and $10M led by Fireside Ventures in November 2022.
What happened
The company sells toys, accessories and food, and provides online vet consultations, training and pet pharmacies across India. In February 2024 it raised a $15M Series B led by RPSG Capital Ventures, with Fireside Ventures, Saama Capital, DSG and Sauce VC taking part. The money was earmarked for growth, new customers, technology, expanding healthcare services such as Supertails Pharmacy and an offline strategy for an omnichannel experience.
How it ended up
Supertails targets ARR of INR 500 Cr within two years and reportedly planned to close FY24 at INR 100 Cr in revenue, versus INR 33 Cr operating revenue and a INR 30 Cr net loss in FY23. Total funding reached $27.6M. It competes with Heads Up For Tails, Wagr, Just Dogs and Wiggles.
What has to be true
RPSG's Goenka cited rising disposable income and a trend towards pet parenthood as drivers of the pet economy.
A report cited by Inc42 put India's pet-care market at about INR 7,400 Cr in 2021 and about INR 21,000 Cr by 2032, a 19.2% CAGR.
Healthcare, such as Supertails Pharmacy, adds services beyond food and toys to the platform.
Supertails planned to close FY24 at about INR 100 Cr in revenue, roughly triple FY23's INR 33 Cr.
What can be applied
Online pet supplies are easy to copy; healthcare services and a physical presence are what turn a marketplace into a platform.
Aftermath
As of 13 February 2024, Supertails had raised $27.6M in total, was using the Series B to expand healthcare services and move offline, and targeted INR 500 Cr ARR within two years. Inc42 reported it planned to finish FY24 at INR 100 Cr revenue.
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