In the last decade, India has witnessed an extraordinary transformation in the way people view and care for their pets. Gone are the days when animals were simply companions or household pets; today, they are celebrated members of the family, often lavished with the finest care, grooming, and attention. This shift in mindset has given birth to a rapidly growing pet economy, one that blends a growing obsession with luxury services and an ever-expanding digital presence.
From bespoke grooming sessions that rival high-end spa experiences, to telemedicine platforms offering real-time consultations with veterinarians from the comfort of one’s home – premium brands are vying for the attention of an audience. As Indian pet owners increasingly demand more personalised and high-quality services, businesses have been quick to respond, creating a thriving market for everything from organic pet food to designer accessories. This fusion of technology, social media, and luxury services is not just reshaping the pet care landscape in India, but also setting the stage for a new, multi-billion-dollar industry.
But what lies ahead for this fast-growing sector? Will India continue to embrace a new era of pampered pets, or will the novelty eventually wear off? We spoke to Vineet Khanna, Co-founder of Supertails, the one-stop pet shop for all pet needs. He shared his insights on the burgeoning industry and what’s next.
The modern pet parent isn’t just looking for food and shelter. How has this shift changed the types of services and products available?
Pet parenthood in India has evolved beyond basic necessities. Today, pets are seen as integral family members, leading to a surge in demand for high-quality nutrition, healthcare, and enrichment. This shift is reflected in the rise of premium pet food brands like our own Henlo, which offers nutritionally balanced, baked dog food made in India. Grooming, training, and even wellness-focused offerings like pet pharmacies have become essential. This transformation is not just about convenience but about enabling a better quality of life for pets, ensuring their physical and emotional well-being.
Do you think pets are now considered part of the “luxury lifestyle” in the same way as fashion?
Rather than being a luxury, pet care is becoming an integral part of everyday life. While premiumisation is a clear trend—pet parents are investing in high-quality nutrition, personalised accessories, and even spa-like grooming services—this shift is more about responsibility than indulgence. The conversation is moving from “luxury” to “necessity” as pet parents become more aware of their pets’ health and well-being. The industry is evolving to accommodate both affordability and premium experiences, ensuring every pet gets the best care possible.
Petfluencers are redefining brand marketing in India. How do you see their role evolving beyond just cute content? Are they becoming legitimate trendsetters in the pet industry?
Absolutely. At Supertails, we’ve seen firsthand how petfluencers have evolved from simply creating entertaining content to becoming key opinion leaders who shape consumer choices, drive awareness, and advocate for responsible pet care. In a market where 90% of pet parents are first-timers, relatable and informative content plays a crucial role in decision-making.
However, beyond petfluencers, we believe that veterinarians are our most trusted influencers. We see this trend expanding, with petfluencers and vets playing complementary roles. While petfluencers bring authenticity and community-driven engagement, vets provide evidence-based insights that shape responsible pet parenting.
Do you think petfluencers are driving actual purchasing decisions, or is it still more about the ‘viral’ factor?
Petfluencers are bridging the gap between awareness and action. While virality helps in creating buzz, the real impact is seen when they influence purchasing behaviour through authenticity. Unlike generic endorsements, petfluencers who share personal experiences—whether it’s about trying a new brand of food, using a grooming service, or consulting a vet online—build credibility among their followers. We’ve observed that content featuring real experiences with products or services leads to higher engagement and trust, ultimately translating into purchase decisions.
Social media is flooded with petfluencers. Has Supertails ever considered turning one of your own furry clients into an Insta-star?
We believe every pet has a story worth sharing! While we don’t have an official Supertails mascot, we often feature real pet parents and their experiences across our platforms. Our community-driven approach has organically led to many of our customers becoming brand advocates, sharing their journeys with our products and services. From first-time pet parents finding guidance through our PRMs (Pet Relationship Managers) to pets receiving personalised vet care, these real-life stories resonate deeply with our audience.
What’s the difference between a regular grooming session and a luxury grooming experience at Supertails?
At its core, grooming is about hygiene, but luxury grooming takes it a step further by enabling a fear free experience. The goal is to make grooming a stress-free, enjoyable experience for pets.
In India’s price-sensitive market, how do you position premium grooming services? Is it about the experience, the quality, or the Instagram-worthy transformation?
It’s a mix of all three, but at the core, it’s about quality and pet well-being. Premium grooming isn’t just about aesthetics—it’s about using hypoallergenic shampoos, experienced professionals, and stress-free techniques that make a difference to a pet’s health and happiness. While the ‘Instagrammable’ factor is a bonus, pet parents prioritise expertise and safety when opting for premium services.
How do you cater to both budget-conscious pet parents and those splurging on luxury services?
At Supertails, we understand that pet parents have diverse needs—some prioritise affordability, while others seek premium, high-end experiences for their pets. Our approach ensures that every pet parent, regardless of budget, finds the right products and services without compromising on quality. With an expansive portfolio, we offer the widest assortment of pet essentials on a single platform in India. This includes budget-friendly options, ensuring access to high-quality yet affordable food, accessories, and essentials for cost-conscious pet parents, while also catering to those who prefer premium and luxury offerings, featuring curated selections from top global brands for superior nutrition, grooming, and accessories. Our in-house brands further bridge this gap—Henlo offers premium baked dog food, SKATRS provides high-quality yet affordable pet essentials, and Scoopy delivers cost-effective cat litter solutions. Beyond products, our platform extends to affordable and premium pet care services, including free and budget-friendly vet consultations alongside personalised behaviour training tailored to various needs. With same-day delivery in key cities, Supertails ensures that pet parents, regardless of budget, can access the best care for their furry companions with ease and convenience.
What emerging trends do you think will dominate the Indian pet care landscape over the next 5–10 years?
Personalised Pet Care: The demand for tailored, breed-specific solutions will continue to rise, especially as pet parents become more informed and involved in their pets’ care. This includes customised nutrition, healthcare plans, and training programmes that align with the individual needs of each pet, ensuring optimal health and well-being.
Technology-driven Health Solutions: Wearables such as activity trackers and health monitors for pets are becoming increasingly popular. These devices provide valuable insights into a pet’s physical activity, sleep patterns, and overall health, allowing for early diagnosis of potential health issues. With advancements in AI diagnostics and telemedicine, the accessibility and convenience of pet healthcare will improve, offering faster and more accurate diagnoses, even remotely.
Stress-free Veterinary Care: As more pet parents seek a stress-free experience for both themselves and their pets, there will be a significant shift toward fear-free vet clinics, at-home veterinary services, and digital consultations. Pet wellness centres will be designed to reduce anxiety, with calming environments, minimal handling, and comprehensive, compassionate care. These clinics will focus on reducing the emotional distress often associated with traditional vet visits, prioritising the comfort of both pets and their parents.
Holistic Wellness and Comprehensive Care: Pet parents are increasingly looking for a one-stop-shop to fulfil all their pets’ needs, from nutrition to health to behavioural care. This demand for holistic wellness solutions is driving the rise of platforms that offer comprehensive care under one roof. From preventive health treatments to functional foods and supplements, pet parents want integrated solutions that support their pets’ long-term well-being. To meet this demand, we are working towards creating an all-encompassing pet care ecosystem that provides everything from nutrition and grooming to telehealth consultations and behavioural training.
Pet Insurance and Financial Products: As the pet care market matures, the need for pet insurance and pet-centric financial services will increase. Pet insurance will likely become as commonplace as health insurance for humans, covering everything from routine care to emergency procedures. Additionally, pet financial products such as savings accounts for pet care expenses and wellness subscriptions will enable pet parents to plan for long-term healthcare needs.
Sustainability in Pet Care: With the growing demand for environmentally conscious products, there will be an increase in the availability of sustainable pet care options. From eco-friendly pet food packaging to biodegradable litter, pet parents are increasingly considering the environmental impact of their choices. Sustainable practices will become a core pillar of the pet care industry, reflecting broader shifts in consumer behaviour.
Pet-friendly Travel and Experiences: The increasing trend of pet travel will create a demand for pet-friendly accommodations, travel services, and experiences. As more people treat their pets as family, there will be a growing market for luxury pet vacations, pet hotels, and experiences that cater specifically to pets, ensuring they have as much fun and relaxation as their parents do.
Do you see a future where pet health tech (wearables, AI diagnostics) becomes as advanced as human health tech in India?
The future of pet healthcare in India is set to evolve rapidly, mirroring advancements in human health tech. AI-powered diagnostics, wearable health monitors, and telehealth solutions are already shaping global pet care, and India is poised to follow this trend.
The demand is clear—pet parents are increasingly looking for real-time health monitoring, early disease detection, and personalised veterinary guidance. The rise of AI-driven diagnostics can help vets analyse pet symptoms faster and more accurately, while wearables could provide continuous health tracking, enabling early intervention before conditions escalate. The future isn’t just about treating pets when they’re sick—it’s about empowering pet parents to prevent illnesses before they happen, just as we see in modern human healthcare.
The pet care industry is no longer just about food and toys. Are we looking at a future where pets have their own “economic ecosystem”—insurance, wellness subscriptions, pet fintech, etc.?
Absolutely. The Indian pet care market is maturing, and we’re moving towards a full-fledged pet economy. Globally, pet insurance, wellness subscriptions, and pet-centric financial solutions are gaining traction, and India is poised to follow. At Supertails, we already see this shift—our pharmacy and healthcare services are early steps in building a more comprehensive pet care ecosystem. The next phase will involve making these services more structured and accessible, ensuring long-term well-being for pets.
What’s the biggest opportunity in the pet economy right now that most people are overlooking?
One of the biggest yet most overlooked opportunities in the pet economy is preventive healthcare. While much of the industry focuses on treating illnesses and emergencies, proactive care—including early diagnosis, nutritional intervention, and routine wellness checks—remains under-prioritised. This gap leads to avoidable health issues that could be easily managed or prevented with the right approach.
In India, where the pet population is nearing 38 million, more than 70% of pets don’t receive regular veterinary care, and only 10% benefit from preventive measures like vaccinations or routine check-ups. The reasons are clear—vet care is often expensive, hard to access, and stressful for pets and their parents.
As a result, pet parents often seek care only when a health issue escalates, rather than preventing it in the first place.