Raising startup capital is an important step in the process of launching a new business and subsequently aiding it to grow in the right direction. One such recently launched, Bengaluru-based digital pet care startup Supertails has made news by raising Rs. 5 crore in venture debt funding from Alteria Capital, India’s leading venture debt fund that focuses on innovative startups that are backed by strong VC sponsors.

Supertails is a novel platform where pet parents can find trustworthy veterinary support and pet supplies – all at one place! Founded by former Licious executives – Vineet KhannaVarun Sadana, and Aman Tekriwal –in June this year, Supertails has forayed into the rapidly growing pet care market with a vision to make India a pet-friendly nation. It has a team of highly experienced in-house veterinarians imparting telehealth consultation service. Apart from that, it also offers doorstep delivery of pet supplies across the country.

Ankit Agarwal, Partner at Alteria Capital, praised Supertails by saying, “We’ve been following how Vineet, Varun, and Aman are building Supertails and have a strong belief in their vision. The petcare sector is on the cusp of a big breakthrough and we are excited to be part of this journey. We’re confident that the digital vet consultation platform of Supertails is going to revolutionize how medical care is given to pets along with much needed digital distribution of high-quality pet products.”

In the pre-series A round led by Saama Capital and DSG Consumer Partners, Supertails raised $2.6 Million. The global Indian icon Deepika PadukoneTitan CapitalSauce VC, and Whiteboard Capital also bestowed their faith in it and came forward to invest in this budding startup. It is also backed by high profile individual investors like Tej KapoorPankaj Naik (Executive Director, Avendus capital), Abhay Hanjura, and Vivek Gupta (Founders, Licious).

Going forward, Supertails plans to support pet parents navigating through all aspects of pet parenthood, including the decision of bringing home a pet, training and hygiene consultation, raising a healthy and fit companion, and fulfilling all primary needs of their pet. 

“The response we’ve received over the last few months has been very encouraging. The pet parent community in India is enthusiastic and keenly available, which motivates us every day to work on services that support them through the beautiful journey of raising pets. Within a month’s time, the brand has seen tremendous growth and we have completed over 2000 vet consultations and product orders. We’ve been pleasantly surprised by young parents who want to learn and grow with their pets. We’re looking forward to doing much more for them,” says Varun Sadana, Co-founder at Supertails.

Interestingly, they are also gearing up to launch behaviour training for dogs and this will be the first ever digital behaviour counselling and training for pets in India.

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