[Funding Alert] Pet Care Brand Heads Up For Tails Raises $37 mn to Expand Network
[Funding Alert] Pet Care Brand Heads Up For Tails Raises $37 mn to Expand Network

Heads Up For Tails (HUFT), a pet care company has raised $37 million in a Series A round of funding. Verlinvest and Sequoia Capital India led the investment round, with participation from Amitell Capital and existing investor, W&C PetTech. 

HUFT is at the forefront of transforming pet ownership to pet parenting through design thinking-led product innovation, quality services that simplify lives, and a pets-first approach at every customer touchpoint.  

The Series A funding builds on an exceptional year for the company, which despite the pandemic saw revenue growth of more than 80 percent. The investment will help HUFT increase its distribution footprint across India and accelerate new product development and manufacturing. The company, through educational content and marketing endeavors, also aims to increase awareness among existing and new pet parents on the need for pet wellness and care.  

Rashi Sanon, Founder, Heads Up For Tails, commented, “At HUFT, we believe pets are family and family deserves only the best. Pets are at the heart of everything we do, and all our offerings are a celebration of who they are and our relationship with them. Every single day we work toward and in tandem with our vision statement, 'For every home to experience the joys of raising pets as family'. We aim to create products and educational material for all the needs of pets at every stage of their life. We will continue to become a permanent part of people’s lives as pet parenting partners by leveraging on our in-house expertise and experience of over 12 years of working with dogs and cats.”

HUFT, which has a current team strength of 350 across functions such as marketing, product, brand, tech, and manufacturing, aims to increase its employee count to 450 (by the end of 2021) by onboarding outstanding talent aligned with their values and goals.  

The company also plans to introduce a line of fresh pet food across the country, as well as expand its portfolio of 10 exclusive international brands such as Pet Head, Isle of Dog, and Wild Earth that they currently represent in India.

Sakshi Chopra, Managing  Director, Sequoia India, stated, “India’s pet care market is valued at about $600 million, growing at more than 20 percent CAGR and is likely to expand multifold over the next decade. In addition to increasing pet ownership and pet spends, this market will grow as a supply for quality products gets unlocked. We believe Heads Up For Tails has the opportunity to become the destination for all things pet care with a focus not just on commerce, but also on curation, content, and consultation. Rashi and the entire HUFT team of avid pet lovers, are best  placed to drive the transition from pet ownership to pet parentship.”

Arjun Anand, Executive Director, Verlinvest, added, “We are very excited to partner with the HUFT team in building a unique platform for pets in India. We are huge fans of the pet industry globally and have been part of some wonderful and exciting journeys to bring innovation to the category. Heads up for tails has great momentum to delight its fast-growing  community of furry consumers and we would love to support the growth of the company for several  years to come.”

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