Urbanisation and rising disposable incomes among middle-class households, coupled with changing attitudes towards pets & pet ownership is on the rise in India. The size of the Indian pet care industry is estimated to be over USD 343 million and is also projected to grow at 17% till 2024. 
But when Rashi brought home her baby labrador Sara, these numbers just didn’t exist. Back in 2008, pet care products were often sold by unorganised providers, an afterthought that didn’t require a proper front-end or a proper store set-up. Plenty of families still viewed themselves as pet owners, rather than pet parents, often keeping their dogs outside their houses as guard dogs. For those looking for a more intimate relationship with their pets, a huge void existed for pet products that were high quality and enjoyable to use. And so Rashi took on setting up Heads Up For Tails, with a focus on offering high-quality products that pet parents would love buying.
Today the venture has raised a total of 13 million dollars, has 40 stores in 6 different India cities along with presence in the US & Singapore and has been able to achieve a 80% year-on-year growth since 2017.