What Heads Up For Tails does

Heads Up For Tails (HUFT), operating under parent entity Earth Paws Private Limited, is an Indian omnichannel pet care platform founded in 2008 by Rashi Sanon Narang. The company sells pet food, treats, toys, accessories, grooming supplies, apparel, bedding, and health products across 5,000+ SKUs through owned e-commerce (headsupfortails.com, built on Shopify), a dedicated iOS/Android mobile app, 100+ owned physical pet stores, 80+ professional grooming spas, and a growing franchise network across 20+ Indian cities. Revenue is generated through product retail (one-time and recurring purchases), professional grooming services, franchise fees/royalties, and incremental delivery fees from HUFT Express same-day delivery (currently Bengaluru). The company operates a hybrid marketplace-plus-private-label model, stocking third-party brands (Royal Canin, Farmina, Pedigree, Whiskas) alongside proprietary brands (Sara's Wholesome Food, Meowsi, Hearty, Dashdog), with free shipping above ₹999 and unit-level pricing across a ₹65–₹49,999 range.

The business targets urban Indian pet parents — particularly the DINKWAD (double-income, no-kids, with-dog) segment spending ₹12,000–₹15,000/month — and has expanded into adjacent ecosystems including Uber Pet mobility integration (Delhi/Mumbai), Air India pet travel partnerships, and an in-hospital retail store inside Tata Trust Small Animal Hospital (Mumbai). International expansion launched with a dedicated Singapore store and website (huft.sg). Beyond core retail, HUFT operates the HUFT Foundation for animal welfare, an Adopt Joy pet adoption portal, HUFT Tribe community, Birthday Club loyalty programme, and Learn With HUFT educational content platform. The company is venture-backed, primarily by Peak XV Partners (formerly Sequoia India/Southeast Asia) which led a $37 million Series A in 2021 alongside Verlinvest, Amitell Capital, and W&C PetTech, with subsequent smaller investments in 2025–2026 from Future Wealth Investments and undisclosed investors.

Name

Heads Up For Tails

Legal name

Earth Paws Private Limited

Website

https://headsupfortails.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Heads Up For Tails is an Indian omnichannel pet care platform operating 100+ retail stores, 80+ grooming spas, e-commerce, and same-day delivery, serving urban pet parents with proprietary and third-party pet food, accessories, and grooming services across 20+ cities plus Singapore.

Ownership category

akta.pro rank

Product category

Pet Care Retail

NAICS

Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet & Animal Supplies Marketplaces (CRAFABAH)

Keywords

• Pet retail
• Pet grooming services
• Pet food products
• Pet accessories
• Pet ecommerce

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Pet Product Retail (E-commerce + Physical Stores): Heads Up For Tails generates the majority of revenue through the sale of pet products including food, treats, toys, accessories, grooming supplies, apparel, and beds across 5,000+ SKUs. Sales are made through owned e-commerce (headsupfortails.com), the HUFT mobile app, and 100+ owned/franchised physical stores. The company operates its own private label brands (Sara's, Meowsi, Hearty, Dash Dog) alongside third-party branded products (Royal Canin, Farmina, Pedigree, Whiskas, etc.). Both one-time purchases and subscription/recurring purchase patterns are supported through the platform.
2. Professional Pet Grooming Services (HUFT Spa): Revenue is generated from professional grooming services offered at 80+ HUFT Spa locations, including breed-specific grooming (bath, blow-dry, haircut), nail clipping, ear cleaning, eye grooming, and wellness massages. Services are available as walk-in at physical stores and via the HUFT App for appointments.
3. Franchise Fees: The company operates a franchise model ('Become a Franchisee' programme) generating revenue through franchise fees and royalties from independently operated HUFT stores and spas under the brand umbrella.
4. Same-Day Delivery (HUFT Express): Revenue from same-day delivery service HUFT Express, which fulfils over 3,000 products from nearest HUFT stores to customer doorsteps in Bengaluru, with potential expansion to other cities. Delivery logistics generate incremental revenue per order.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels10 records

Core offering

Heads Up For Tails (HUFT) is an omnichannel pet care retailer selling 5,000+ SKUs of pet food, treats, toys, accessories, grooming supplies, apparel, bedding, and health products for dogs and cats. The company operates through 100+ owned physical stores, 80+ professional pet grooming spas, e-commerce (headsupfortails.com), a mobile app, and franchise stores across 20+ Indian cities, with same-day delivery in Bengaluru. HUFT also sells proprietary sub-brands (Sara's fresh dog food, Meowsi cat food, Hearty wet food, Dashdog accessories) alongside third-party brands like Royal Canin, Farmina, and Pedigree.

Product overview

Heads Up For Tails (HUFT) is a comprehensive omnichannel pet care platform operating as a unified retail brand with both physical stores (110+ locations) and e-commerce operations. The product portfolio centers on a multi-brand marketplace model featuring proprietary sub-brands (Sara's Wholesome Fresh Dog Food, Meowsi Cat Food, Hearty Dog Food, Dashdog) alongside third-party pet food brands (Royal Canin, Farmina, Pedigree, Whiskas, Drools) and complementary product categories including toys, grooming, bedding, clothing, accessories, travel gear, and health products. The company differentiates through integrated services including 80+ HUFT Pet Spas offering professional grooming, HUFT Express same-day delivery in Bengaluru, a Birthday Club loyalty program, pet adoption services (Adopt Joy), the HUFT Foundation CSR initiative, and franchise partnership opportunities. HUFT operates the HUFT App on iOS and Android, and has expanded internationally with a Singapore store.

Differentiator

Problem solved

Functional benefit

Brands

• Sara's: Sara's Wholesome Food - fresh, human-grade dog food brand developed with canine nutritionists using farm-fresh, preservative-free ingredients
• Meowsi
• Hearty
• Dashdog
• HUFT Express
• HUFT Foundation
• HUFT Spa

Products and services

• Sara's Wholesome Fresh Dog Food Fresh, human-grade dog food developed with canine nutritionists using farm-fresh, preservative-free ingredients. Made with 50-60% meat and 40-50% fruits and vegetables, positioned as a scientifically-formulated alternative to home-cooked meals. Includes classic recipes, grain-free options, and India-inspired biryani flavors for dogs across all life stages.
• Meowsi Cat Food Complete meals for cats launched as a new brand under HUFT's House of Brands portfolio. Protein-rich cat treats and food formulations targeting feline nutritional needs, including dry food, wet food, grain-free options, kitten food, and treats.
• Hearty Dog Food Budget-friendly wet dog food range including shredded chicken, pumpkin in gravy, and chunky chicken and liver formulations. Designed as affordable everyday nutrition suitable for all dog breeds and life stages.
• Dashdog Dog accessories and lifestyle products brand available through HUFT's retail network, including collars, leashes, harnesses, toys, and other dog essentials under the Dashdog private label.
• HUFT Pet Spa Services Professional pet grooming services at 80+ HUFT Spa locations nationwide. Services include breed-specific grooming (bath, blow-dry, haircut), nail clipping, ear cleaning, eye grooming, and relaxation massages. Available at combined store-spa locations and bookable via the HUFT App or walk-in.
• HUFT Express Same-Day Delivery Same-day delivery service for pet essentials operational across all Bengaluru pincodes. Fulfils 3,000+ products (food, treats, toys, litter, grooming, healthcare) directly from the nearest HUFT store, providing quick delivery for urgent pet needs with potential expansion to other cities.
• HUFT Gift Cards Gift cards for pet lovers enabling recipients to purchase pet care products and services from HUFT's product range across food, treats, toys, accessories, and grooming services.
• HUFT Franchise Program Franchise opportunity allowing entrepreneurs to open HUFT pet stores and spas under the brand umbrella. The company provides store locator tool, brand support, and operational guidance enabling rapid geographic expansion without full capital outlay.
• HUFT Summer '26 Collection Summer 2026 pet collection featuring storybook-inspired designs. Includes dresses, t-shirts, harnesses, beds, and mats with emphasis on comfort and breathable fabrics for Indian summer conditions. Range spans picnic gingham to safari-inspired harnesses.

Quantifiable outcome

• Over 500,000 Indian pet parents reached by Sara's Wholesome Food within two years of launch
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Three partnerships are on record, tiered strategic.

• Uber (Uber Pet)strategicGTM or Marketing Partner · 1 April 2026HUFT partnered with Uber to integrate its retail platform with Uber's pet travel service (Uber Pet), now expanded to Delhi and Mumbai. The partnership enables seamless end-to-end pet mobility with retail, allowing pet parents to access HUFT products as part of their pet travel experience. This is a GTM partnership linking mobility and pet retail.
• Air IndiastrategicStrategic or Co-development Partner · 1 April 2026Air India has streamlined its pet travel policy with reduced booking timelines and priority services, having transported over 8,000 pets in FY 2026. HUFT was cited as a retail partner for pet travel ecosystem integration, creating a comprehensive pet travel solution.
• Tata Trust Small Animal HospitalstrategicStrategic or Co-development Partner · 1 March 2026HUFT partnered with Tata Trust Small Animal Hospital in Mumbai to open a store inside the hospital, offering pet products (nutrition, wellness, lifestyle) aligned with veterinary care. This initiative aims to extend holistic pet care by providing easy access to products at the point of care — a unique in-hospital retail integration in the Indian pet care market.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Smartpaws: Indian pet care brand offering pet products and accessories with growing D2C presence. An emerging niche player overlapping with HUFT on accessories and select food categories.
• Drools: Indian pet food manufacturer with growing D2C and distribution presence. Comparable to HUFT's pet food vertical (HUFT resells Drools alongside its own private-label brands), making it both a supplier-competitor and a category rival in Indian pet nutrition.

Direct peers

• Supertails: Indian D2C pet care brand offering online retail of pet food, treats, accessories, and vet consultations. Directly competes with HUFT for urban Indian pet parents with an online-first model, making it HUFT's closest direct competitor in the Indian omnichannel pet care space.
• Petsworld: One of India's largest multi-store pet retail chains selling pet food, accessories, and grooming products. Comparable to HUFT in physical store-led omnichannel retail, though with a smaller branded private-label portfolio and less premium positioning.
• DogSpot: Indian online pet supplies retailer offering food, accessories, and grooming products for dogs and cats. Competes with HUFT primarily online, with similar SKU breadth but a smaller physical store footprint.

Broad incumbents

• Chewy: U.S. online-first pet food and supplies retailer with expanding veterinary and pharmacy services. A scaled omnichannel benchmark for HUFT's e-commerce + private-label + services flywheel, though operating in a more mature U.S. market.
• PetSmart: Largest North American specialty pet retailer combining physical stores, grooming, training, and e-commerce. Represents the scaled omnichannel pet care retail benchmark HUFT is building toward in India.
• Royal Canin (Mars Petcare): Global premium pet nutrition brand owned by Mars, sold through HUFT and competing with HUFT's Sara's and Hearty private-label brands. Represents the global incumbent whose direct-to-consumer moves could pressure HUFT's food category economics.
• Farmina Pet Foods: Italy-origin premium pet food brand with strong India presence, distributed through HUFT. Comparable to HUFT at the brand level in premium pet nutrition and a potential competitive threat if it deepens Indian D2C.

Regional players

• Pet Lovers (PetLovers India): Indian multi-category pet supplies retailer with online and limited offline presence. Comparable regional competitor in the Indian pet retail space, smaller in scale than HUFT.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/HeadsUpForTailsOfficial
• Facebookfacebook.com/HeadsUpForTails
• LinkedInlinkedin.com/company/heads-up-for-tails
• Instagraminstagram.com/headsupfortails
• Xx.com/huftindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heads Up For Tails