Petcare Startup Supertails Expands Its D2C Brand 'Henlo'

Fireside Ventures-backed Supertail's current ARR driven from Henlo products is close to INR 20 Mn with a projected estimation of INR 240 Mn by March 2024

Supertails, a homegrown pet-care startup strengthens its D2C presence in India by launching a new product under its homegrown D2C brand 'Henlo'. 

Supertails aims at making nutrition effective amongst pet parents to highlight its importance and impact on their pets. Further to their commitment to enable pet nutrition in India, Supertails started manufacturing its latest Henlo product in India foraying into the 'Make in India' pet food category. 

Henlo products are made with a focus on giving nutritious and enjoyable meals for dogs so that the pets can live their happiest, healthiest, and longest lives.

As a pilot project, Henlo’s first product - Nutritional Topper was introduced in May 2022. The Nutrition Topper was consumed by over 10,000 dogs within just 3 months of its launch signifying the importance of the product in the ecosystem. 

The current ARR driven from Henlo products is close to Rs 20 million with a projected estimation of Rs 240 million by Mar 2024 contributing to Supertails' consistent growth in the startup ecosystem. The focus on pet care startups in India has seen a gradual increase with brands focusing on addressing the need gaps of the consumer.

The co-founders of, Varun Sadana, Aman Tekriwal, and Vineet Khanna, on the launch of their new Henlo offering, said, “Pet nutrition is an important category that needs utmost attention from all pet care brands around the world. 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. Through Henlo, our mission is to hunt for ways to make nutrition so effective that our pets live their happiest, healthiest, and longest lives.”

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