Supertails is a Bengaluru pet care startup that sells supplies and runs veterinary services, and it has now landed $30 million in fresh capital. The problem it’s chasing is pretty simple: in India, pet care is still too fragmented for first-time pet parents who need products, advice, medicines, and actual medical access in one place. Founded in 2021 by Varun Sadana, Vineet Khanna, and Aman Tekriwal, the latest Supertails funding round takes its total capital to about $57 million and gives it more room to build clinics and faster delivery. It also deepens its healthcare services.
That’s the part that makes this round interesting. This isn’t just another ecommerce startup trying to sell dog food online. Supertails is making a bigger argument: pet care in India won’t be won by discounting or catalog breadth alone, because trust matters more when the customer is anxious and the patient can’t talk. That’s also why co-founder Vineet Khanna put it so bluntly in a recent conversation with Shradha Sharma: “You can’t build pets as a marketplace alone. You can’t just do transactions. You have to build a care infrastructure.”
What is Supertails and how does it work?
Supertails is a full-stack pet care platform. A customer can buy food, treats, medicines, and accessories on the app or website. They can also buy prescription diets, book an online vet consult, schedule an in-clinic visit or home visit in Bengaluru, and then get the prescribed medicine delivered. The company’s current consumer stack spans ecommerce and telehealth. It also includes pharmacy, grooming, clinics, and rapid delivery, all tied to a pet profile rather than a generic shopper account.
The online consultation flow is more detailed than a lot of “chat with an expert” add-ons. Pet parents pick a slot on the app or site, and a veterinarian calls at the scheduled time or within 10 minutes for some bookings. If treatment is needed, Supertails sends a prescription and a buying link over WhatsApp. After that, the user gets a post-consultation kit with medical records and a treatment plan. It also includes a pet health report. Medicines can be delivered the same day in supported areas.
Offline, the model is becoming more serious. Supertails’ clinics and hospital pages show in-clinic consultations, vaccinations, diagnostics, grooming, and home visits. Nutrition support is part of it too. Booking happens through the app, the website, or a phone call, and standard consultations usually run about 15 to 20 minutes. That sounds operationally small. It isn’t.
And that return loop is the point. Supertails didn’t stack these services all at once. It started with a marketplace, moved into accessories, and added teleconsultation to build a data layer. Then it pushed into medicine fulfilment and clinics. Quick commerce came later, after the team saw moments where scheduled delivery just wasn’t good enough.
Who founded Supertails and how has it grown?
How the company started
Supertails was founded in June 2021 in Bengaluru by former Licious executives Varun Sadana, Vineet Khanna, and Aman Tekriwal. The founding thesis came from a gap the team thought was obvious: India had rising pet adoption, but pet care still looked scattered one place for food, another for grooming, somewhere else for medicine, and very limited access to vets. That mismatch got sharper during and after Covid, when more households adopted pets and the emotional language shifted from “pet owner” to “pet parent.”
About 85% of Indian pet parents are first-timers. That helps explain why Supertails leaned so hard into guidance and continuity, not just transactions. An 8-year-old dog and an 8-month-old cat don’t need the same reminders or the same products. They also don’t need the same care plan. The company’s bet is that if it knows the animal not just the buyer it can build much stronger retention.
Why the founders look credible in this category
Sadana brought real operating experience. Before Supertails, he was a senior leader at Licious and had earlier worked at Snapdeal; reporting around Licious’ management changes shows he was elevated to co-founder there after leading operations and quality. Khanna also came through Licious after earlier stints at companies including Snapdeal, while Tekriwal had been Licious’ CFO and earlier led finance roles elsewhere. That matters because Supertails isn’t just a pet brand. It’s a logistics and healthcare business. It’s also a repeat-commerce business.
The operating track record so far
The early signals are solid, even if this is still a hard business. In 2022, Supertails crossed 20,000 online consultations, carried 10,000+ SKUs from 200+ partner brands, and was running at ₹50 crore ARR within roughly 18 months. By February 2026, it had three clinics in Bengaluru, a nationwide network of 100+ veterinarians, more than 5x customer growth over 24 months, and plans to expand quick delivery to its top 10 cities.
There’s also a quieter detail that fits the brand’s retention-first playbook. Supertails tracks pet names and birthdays, then sends personalized name tags and birthday gifts. That’s not a coupon trick. It’s a way of turning a purchase history into a relationship.
Fundraising details
The latest round was a Series C announced on February 10, 2026. Venturi Partners led it, with participation from Nippon India Alternative Investments, Titan Capital Winners Fund, and existing investors Fireside Ventures, RPSG Capital Ventures, Sauce.vc, and Saama Capital. Supertails had earlier raised a $15 million Series B in February 2024 led by RPSG Capital Ventures, a $10 million Series A in November 2022 led by Fireside Ventures, and an earlier pre-Series A round in 2021 backed by Saama Capital and DSG Consumer Partners.
The use of funds is pretty focused. The company wants denser clinic coverage in Bengaluru and stronger supply chain muscle. It also wants more personalisation, more veterinary capacity, and a larger rapid-delivery footprint.
How does Supertails compare with HUFT, Wiggles, and Tata 1mg?
This is where Supertails gets interesting and where execution gets harder. Heads Up For Tails built a strong premium retail and brand business years earlier and raised $37 million in 2021. Wiggles has pushed toward a broader pet wellness play and bought Captain Zack to widen its services and product base. Tata 1mg entered pet care in October 2025 with PawsNPurrs, leaning on its pharmacy and logistics machine for medicines and supplements at national scale.
Supertails sits between those models. It isn’t just premium retail like HUFT, and it isn’t just a medicine category plugged into a healthcare app like Tata 1mg. Its differentiation is the care stack itself. That means teleconsults, clinics, pharmacy, home services, fast essentials delivery, and pet-level data in one system. The legacy alternative, really, is still the neighborhood pet store plus a fragmented local vet network. If investors are backing anything here, they’re backing the idea that integrated trust beats fragmented convenience.
Why does this Supertails funding round matter?
Because this round lets Supertails spend on the ugly, expensive stuff that actually makes the model defensible.
Clinics cost money. Vet networks are slow to build. Pharmacy logistics get messy fast. Quick delivery only works if inventory placement is tight. None of that looks glamorous in a headline, but it’s the stuff that turns a transactional app into a habit. Venturi’s thesis is exactly that: pet care works best when repeat behavior, trust, and high engagement reinforce each other over time.
It also matters for customers. If Supertails pulls this off, the user journey gets shorter and calmer. A worried pet parent doesn’t want to jump from a marketplace to a vet to a lab to a pharmacy while trying to decode conflicting advice. They want one answer, one prescription, and one reorder flow. Ideally, they want one brand they already trust.
How big is India’s pet care market?
Big enough to attract serious capital now.
Redseer has pegged India’s pet care market at about $3.5 billion in 2024, with a path to roughly $7 billion to $7.5 billion by FY28. Another near-term tailwind is sheer pet population growth: Supertails has cited projections that India could move from 32 million pets to 76 million by 2030. That’s a huge jump. It means more households needing food, preventive care, medicine, grooming, and advice not just once, but every month.
Consumer behavior is shifting too. This is no longer a niche, sentiment-led category where buying ends at kibble. Spending now stretches into healthcare and diagnostics. It also includes training, grooming, and premium nutrition. And when first-time pet parents make up such a large share of the market, education becomes a product feature in itself.
That’s why investors keep showing up. Pet care in India now touches consumer brands, pharmacy, offline services, quick commerce, and healthcare infrastructure all at once. Few startups can execute across all of that. But if one does, the upside isn’t small.
What should you watch next at Supertails?
Watch Bengaluru first.
If the company can turn clinic density, faster fulfilment, and personalized care into better retention in one city, that says a lot more than a national expansion slide ever could. Supertails funding only matters if this care-led model starts compounding through repeat behavior.
Read how Cognichip raised $60M to advance AI chip design and accelerate next-gen semiconductor innovation.
FAQ
What is the latest Supertails funding round?
Supertails raised $30 million in a Series C round announced on February 10, 2026. Venturi Partners led the round, and the company said the capital would go into clinics, veterinary services, personalisation, supply chain upgrades, and faster delivery capabilities.
How does Supertails work for pet parents?
Supertails works as a combined commerce and care platform for pets. A user can buy food or medicines, book an online vet consult, receive a prescription and treatment plan, and in supported areas schedule clinic or home-visit care all through the same app or website.
Who founded Supertails?
Supertails was founded in 2021 by Varun Sadana, Vineet Khanna, and Aman Tekriwal in Bengaluru. All 3 came from senior roles at Licious, which helps explain why Supertails has looked so focused on operations, repeat purchases, and service layers rather than just building another online pet store.
Why is India’s pet care market attracting startups like Supertails?
Because the category is getting bigger and more organized at the same time. Redseer estimates India’s pet care market was worth about $3.5 billion in 2024 and could reach $7 billion to $7.5 billion by FY28, while rising pet adoption and first-time pet parenting are creating demand for trusted, full-service brands instead of scattered local options.
