Fireside Ventures led Series A funding round in Supertails, a pet-care startup, alongside existing lead investors Saama Capital and DSG Consumer Partners. It secured $10 million in the latest funding round. Investors including Kunal Shah (founder, CRED); Sanjay Kapoor (founder and president, Genesis Luxury Fashion); Varun Alagh (co-founder and CEO, MamaEarth); Ankit Nagori (founder, Curefoods); and Shashank Mehta (founder and CEO, The Whole Truth Foods) also took part in the funding round.

The Bengaluru-based startup intends to use the fund to double down on building innovative tech, which includes unveiling its own app. It is also building its own D2C brand, Henlo. Further, Supertails will focus on the expansion of verticals (vet diets and pet pharmacy channels), strengthening the supply chain, and innovating the post-sale experience for consumers.

Supertails was launched by former Licious executives Varun Sadana, Aman Tekriwal, and Vineet Khanna in June 2021. It is a full-stack platform that offers pet supplies, online vet consultations, and online behavioural training. It offers an assortment of over 10,000 SKUs and more than 200 partner brands across pet food, treats, accessories, grooming, etc. The company also launched V-diets to sell these products online.

In the last 18 months, Supertails has clocked an average rate of return (ARR) of Rs 50 crore and intends to double down on its growth and expansion plans to achieve a Rs 100 crore ARR by March next year.

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