Supertails.com, a tech-enabled pet-care start-up, has strengthened its direct-to-consumer (D2C) presence in India by launching a new product under its D2C brand Henlo. 

Many pet parents in India believe that the pet food available in the country lacks nutritional value and is not enough to keep their furry babies healthy, said Supertails. Through Henlo Baked Dry Food for Dogs, Supertails.com aims at making nutrition effective amongst pet parents to highlight its importance and impact on their pets. Supertails.com also started manufacturing its Henlo product in India foraying into the “Make in India” pet food category. 

Pet food is the biggest component of the pet care industry and India has only 7 per cent penetration in the category which stands at about 80 per cent in the west, the company said, adding that the manufacturing is expected to expand 40 times in the next two years creating multiple opportunities for people around the units and contributing positively to the government’s Make in India initiative. 

Supertails.com is a pet care platform working with an aim of building and leading a category of first-time pet parents by empowering them with the right resources and information. The founders have reportedly been focusing on building innovative tech and doubling down on their efforts to strengthen their D2C brand - Henlo. 

In India, more than 90 per cent of pets have a home-cooked meal which does not provide them with the right set of nutrition. As a pilot project, Henlo’s first product - Nutritional Topper was introduced in May 2022 as a nutrition supplement for dogs, primarily formulated to ensure that dogs receive the right nutrients needed to live a healthier and longer life. The Nutrition Topper was consumed by over 10,000 dogs within just three months of its launch signifying the importance of the product in the ecosystem, revealed Supertails.com.

After just 60 days of consuming Henlo Nutritional Topper, 80 per cent of the dogs showed an improvement in either skin and coat, gut health or energy levels leading Supertails.com to focus more on pet nutrition products. The current annual revenue rate (ARR) driven from Henlo products is close to Rs 20 million with a projected estimation of Rs 240 million by March 2024 contributing to Supertails.com’s consistent growth in the start-up ecosystem, it added.

“Most pet parents believe that providing their pets with the same home-cooked meal is enough for their nutrition, which is not true. Our experts at Henlo anchored their experience and expertise over the years to create the ‘pur-fect’ product for pets in India. We are happy with the response our Nutritional Topper has received from pets and pet parents from all over the country and we are already seeing positive results for our latest product - Baked Dry Food for Dogs. Starting manufacturing in India was a big step for us as a brand and we will continue to focus on increasing the production capacity to contribute to the governments “Make in India” initiative,” said the co-founders of Supertails.com, Varun Sadana, Aman Tekriwal and Vineet Khanna.