Supertails.com, an Indian pet care products platform, recently commented on the success of its private label pet food brand, Henlo, a baked dry dog food launched in May 2022. The direct-to-consumer company recorded an INR 20 million (US$243,000) annual run rate for the brand and is forecasting that it will contribute INR 240 million (US$2.9 million) in annual run rate by March 2024, according to Economic Times’ Retail.com. (Annual run rate is a method of projecting upcoming revenue over a longer period based on previously earned revenue.)
According to the company’s co-founders, this is because the Henlo brand is seeing month-on-month growth of 30%, with more than 10,000 dogs having consumed its products in the first three months of launch.
Plans to expand after additional funding
The Bengaluru-based company manufactures its products entirely in India, under the Make in India Initiative of Prime Minister Narendra Modi, and now seeks to expand its manufacturing operations by 40 times in the upcoming two years. The company previously raised US$2.6 million in pre Series A and US$10 million in Series A funding for the purposes of the expansion.
Within the growing pet food market of India, Supertails.com is looking to cater to the growing Gen Z population, which is more discerning in terms of their pets’ needs, demanding cleaner pet products. The company links the success of its Henlo brand to the fact that it uses 100% human-grade ingredients and low heat baking methods that better retains nutritional value.
Developing multiservice pet care ecosystem
Since launching in 2021, the company has served more than 100,000 customers by developing comprehensive pet care solutions that incorporate pet nutrition, health care and behavioral training needs. Of those customers, 30,000 have also used Supertails.com’s vet consultation services as well, highlighting the need in India for a multiservice pet care ecosystem.
