Heads Up For Tails: From a Lonely Labrador to India’s 100 cr Pet Care Pioneer

Have you ever tried having a serious conversation with your dog or cat? Sure, they tilt their head, wag their tail, and look at you like you’re the most interesting person. But the moment you turn away, they’re busy chewing on your socks, your furniture or worse – your favorite designer bag. Finding a chew toy or a cozy bed they actually prefer over your belongings? Now that’s the real challenge.

For one devoted pet parent, this struggle ignited a vision. What began as a search for better products for her furry companion has become one of India’s most trusted names in pet care.  Here’s how unconditional love, relentless hustle, and a sprinkle of madness turned into a booming ₹100 crore business, transforming pet care for Indians.

Are you curious to know the heartwarming story? Read on

Who Sparked a Legacy

It all started in 2008 when Rashi Narang welcomed home Sara—a beautiful Labrador who instantly became family.

Like any doting pet parent, Rashi wanted the best for her pup: soft beds, fun toys, and accessories that weren’t just “functional” but fabulous.

The problem? India’s pet care market was as bland as an unsalted biscuit. It was a sea of boring, low-quality products that neither looked good nor felt comfortable. 

So, Rashi rolled up her sleeves and decided to create them herself. Heads Up For Tails (HUFT) was born out of a simple, heartfelt mission: to give pets the love and comfort they deserve.

Passion vs. Reality

Passion? Check.
Purpose? Double-check.
Profits? Well, not so much.

The early days were tough. Rashi tried everything—from online sales to kiosks in malls—hoping to find fellow pet parents who cared about quality as much as she did. But India wasn’t quite there yet.

Many dismissed the idea of “premium pet products” as unnecessary. “It’s just a dog bed, why so fancy?” was a common refrain. But Rashi knew better. Pets weren’t just pets—they were family. And family deserves the best.

Over a Reluctant Market

When Rashi approached vendors, most of them were baffled. She laughs, “A lot of vendors were offended because I was asking them to build products for cats and dogs.”

Determined, she took her products to nearly 200 pet stores—and every single one refused, convinced they wouldn’t sell. 

So, she switched gears and began selling directly to customers through pop-up stores and a small standalone store. As customers learned more about quality pet care, Heads Up For Tails expanded its reach by launching its website.

Brick-by-Brick (and Bark-by-Bark)

As pet ownership grew across urban India, Heads Up For Tails slowly found its tribe.

With handcrafted beds, stylish collars, and thoughtfully designed toys, the brand became synonymous with quality pet care. 

It wasn’t just about selling products; it was about understanding pets’ needs and speaking the language of love every pet parent knew by heart.

From introducing orthopedic beds for senior dogs to launching interactive toys that made tails wag non-stop, Heads Up For Tails became the go-to for conscious pet parents. 

Challenge & A Game-Changing Merger

In 2009, Rashi’s husband was transferred overseas, and she had to move with him. She continued running the business remotely.

The team was tiny, and there was no funding. Despite the distance and challenges, Rashi stayed committed.

When she returned to India in 2016, Heads Up For Tails hit a turning point with a significant merger with Bengaluru-based Paws, The Pet Store.

This brought Sandeep Atmaram and Ridhima Coelho on board as co-founders.

Lessons & Online Leaps

When the world paused during the pandemic, pet parents hit “add to cart.”

As families spent more time at home, they realized their pets needed more than belly rubs— mental stimulation, comfy spaces, and healthy treats.

Heads Up For Tails was ready. The brand doubled down on e-commerce, expanded its product lines, and became a lockdown hero for thousands of pet parents.

Sales skyrocketed, and Heads Up For Tails emerged as a category leader in India’s $490 million pet care market.

New Milestones: Spas, Training & More

Rashi’s vision went beyond toys and treats. After a few disastrous spa visits with her dogs, she changed the ecosystem.

In 2017, Heads Up For Tails opened its first spa in Bengaluru after raising $37 million (₹277 crore) in a Series A funding round led by Verlinvest and Sequoia Capital. 

Today, there are 68 pet spas across India, with staff trained in animal behavior and communication. We recruit people and train them from scratch to become groomers; we teach them everything to do with dogs and cats, how to communicate with them, body language, etc,” Rashi explains.

Unlike conventional spas that use muzzles, Heads Up For Tails prioritizes stress-free experiences for pets.

All the Way to ₹140 Crore

With over 90 stores across 18 different cities in India and a robust online presence, the company is now more than just a pet care brand—it’s a community.

They’ve expanded into grooming services, launched natural pet foods, and introduced products that cater to cats, birds, and even small animals.

What sets Heads Up For Tails apart? It’s the genuine love for pets that runs through the company’s DNA. Each of the 400 first Indian products is crafted with care.

Every innovation stems from real pet-parent insights, and every decision prioritizes animal welfare.

 A Heart for Every Paw

For it’s never just about products—it’s about compassion. The HUFT Foundation partners with NGOs to support street animals through sterilization drives, feeding programs, and adoption initiatives.

They’ve donated 18,500+ jackets and 2,500+ beds to keep animals warm and raised ₹1.35 million through the HUFT Dogathon for community welfare, proving that small acts of kindness can create a ripple effect of change.

Is Paws-itively Exciting!

As more Indians welcome pets into their homes, Heads Up For Tails is ready to meet their needs—whether it’s with a new line of eco-friendly toys or expert pet care advice.

The goal? To make India the best place to raise happy, healthy pets.

From Sara’s lonely puppy days to becoming a household name in pet care, Heads Up For Tails proves that when you follow your passion, success is more than just possible—it’s inevitable.

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Archana Chettiar

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I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.

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