As pet ownership in India grows at an unprecedented rate, brands like Heads Up For Tails (HUFT), Supertails, and Zigly are leading a retail revolution in the pet care space. Each brand is carving a unique path, blending innovation, community focus, and a deep commitment to animal welfare to meet the diverse needs of pet parents, championing the trend of “pet humanization” by creating a holistic pet care ecosystem that caters to the evolving needs of pet parents, spanning from digital engagement to in-store experiences.

Quality and Innovation
The demand for pet care products and services in India is booming, and brands like HUFT, Supertails, and Zigly have seized the opportunity to provide not only essentials but also premium, thoughtfully crafted products that cater to the health and wellness of pets. This focus on quality reflects the growing trend of pet humanization, as pet parents seek to give their pets the same level of care they would provide to any family member. Rashi Narang, Founder of Heads Up For Tails, explains, “Today’s pet parents want the best for their pets, from quality food to stylish accessories, and we are here to make that possible.”

To meet these expectations, each brand has taken a unique approach to product development. HUFT’s Sara’s Wholesome line, for example, is the result of a decade-long process of perfecting the ingredients and packaging to ensure that the food is both nutritious and fresh. Supertails’ own brand, Henlo, is crafted with locally sourced ingredients and is part of the “Make in India” initiative, a move designed to provide pet parents with safe, high-quality food while supporting local businesses. “Our customers value fresh, healthy options for their pets, and Henlo is designed to meet those needs,” says Varun Sadana, co-founder of Supertails.

Zigly has taken product innovation a step further with private labels like FurPro and Zigly Lifestyle, which offer everything from grooming products to toys and accessories. “Our goal is to be a one-stop solution for pet parents, providing them with products that are safe, effective, and engaging for their pets,” says Pankaj Poddar, Group CEO of Cosmo First. This focus on quality is supported by market projections, which indicate that the pet food and accessories market in India is set to grow at a CAGR of 13-15 percent by 2025, driven by rising disposable incomes and an increased focus on pet health.

Blending Digital and Physical Worlds
Each brand has embraced a Direct-to-Consumer (D2C) approach, recognizing the importance of engaging pet parents directly and providing them with easy access to information, products, and services. HUFT, Supertails, and Zigly have all developed strong digital platforms, allowing pet parents to shop online, consult with experts, and access educational content tailored to pet care. Narang explains, “Our D2C model allows us to connect directly with pet parents, understand their needs, and offer products that genuinely enhance their lives.”

Supertails has also invested heavily in its digital presence, creating a comprehensive platform that not only offers products but also provides access to veterinary care, training, and personalized guidance through its Pet Relationship Managers (PRMs). “Pet parents are looking for a reliable resource that can support them through every stage of their journey, and our platform is designed to do just that,” says Sadana.

Zigly has adopted an omnichannel D2C strategy, combining the convenience of digital access with in-store experiences that allow pet parents to see, touch, and try products firsthand. Its pet care app, the first of its kind in India, provides AI-powered recommendations, virtual vet consultations, and seamless online shopping. “The app enhances the customer experience by offering personalized advice and convenience, while our stores allow for the tactile engagement that pet parents value,” says Poddar.

Navigating Market Challenges 

The Indian pet care market presents both tremendous opportunities and significant challenges, with competition on the rise and customer expectations growing. Heads Up For Tails, Supertails, and Zigly are responding by innovating continually, developing new products, and focusing on long-term customer relationships.

HUFT’s Hearty brand, which launched in June, has experienced a 50 percent month-on-month growth, reflecting the demand for locally sourced, high-quality pet food. “We are committed to creating products that Indian pet parents can trust, and that starts with understanding and meeting their needs for quality, freshness, and nutrition,” says Narang.

Customer retention is equally crucial for Supertails, where 80 percent of the business comes from repeat customers. Sadana attributes this success to Supertails’ focus on customer relationships, saying, “We prioritize the needs of our customers, which builds trust and loyalty. We’re here to support pet parents, not just sell products.”

Zigly’s approach includes not only product quality but also a focus on specialized services, such as their 24/7 veterinary care centers in Delhi, which provide advanced diagnostics and treatments for pets. “The Indian pet care market is growing rapidly, and our goal is to be there for pet parents when they need us most, whether that’s for everyday essentials or specialized care,” says Poddar.

Crafting the Ideal Retail Experience

While digital engagement has been a key factor in their growth, HUFT, Supertails, and Zigly also recognize the value of in-store experiences. Physical stores provide pet parents with the opportunity to engage with products in a hands-on way and receive personalized advice from knowledgeable staff. Narang explains, “Our stores allow pet parents to explore products firsthand and get the support they need, which is essential for items like harnesses or allergy-friendly foods.”

Supertails has taken a similar approach, expanding its reach in major cities while ensuring customers have access to high-quality products and services. Zigly’s stores serve as experience centers, offering grooming services, vet consultations, and curated product selections. “We want pet parents to feel comfortable and confident about the choices they’re making for their pets, and our stores provide the perfect environment for that,” says Poddar.

By blending digital convenience with in-person engagement, these brands are creating a hybrid retail model that meets the diverse needs of pet parents. With plans to expand their digital platforms and open more physical locations, HUFT, Supertails, and Zigly are building a retail ecosystem that is both accessible and customer-centric.

Scaling Petcare Across India

Looking to the future, each brand is driven by a shared ambition to become a market leader in the Indian pet care space. Heads Up For Tails aims to establish itself as a Rs 500 crore brand within the next few years, with plans to broaden its product lines and reach new geographies. “We are committed to growing our presence across India, ensuring that pet parents everywhere have access to the products and services they need,” says Narang.

Supertails, which has seen 200 percent annual growth over the past three years, is scaling its private label offerings and enhancing its delivery services in Tier II and III cities. “The Indian pet care market is expanding rapidly, and we’re excited to be a part of that journey,” says Sadana. “Our focus is on bringing quality, affordable products to pet parents in every corner of the country.”

Zigly’s expansion plans include the opening of 150 stores over the next four years, along with a focus on franchising and company-owned operations. “Our goal is to be the largest pet care brand in India, offering a comprehensive ecosystem that addresses every need of our customers,” says Poddar. With investments in technology, logistics, and product innovation, Zigly is positioning itself to be a leader in the evolving pet care market.

Building a New Standard in Pet Care Retail

As they lead the way in India’s pet care industry, HUFT, Supertails, and Zigly are setting new standards for what it means to care for pets. By embracing both digital and physical channels, prioritizing quality, and building genuine relationships with their customers, these brands are not just retailers—they’re trusted partners to pet parents across the country.

As Narang summed up, “The pet care journey is about empathy, understanding, and continuous learning. We’re here to support pet parents and their pets every step of the way.” With this shared vision, HUFT, Supertails, and Zigly are reshaping the pet care landscape in India, creating a future where every pet has access to the love, care, and support they deserve.