Pet care brand Heads Up For Tails has launched Hearty, an innovative dry food product eyeing a 6,000 crore market in the pet nutrition category and since the launch of the same in June, the company has already seen a month-on-month growth of more than 50%.
Currently, pet food contributes to about 43% of HUFT’s overall business and inclusive of treat is at 60%, but going forward, the brand aims to capture 10% share of the Indian market by FY25 through an omnichannel approach.
By pricing its products substantially lower than the competition, HUFT over the past couple years has expanded nearly 2.5 times faster than the market in the last fiscal year and is aiming for significant market share growth in the coming one.
Currently, the pet food market is valued at approximately $800 million and is projected to grow to between $1.8 and $2 billion by 2030, reflecting a Compound Annual Growth Rate (CAGR) of 10.5% every year, driven by heightened awareness of pet health and nutrition among Indian pet parents.
Betting big on India’s dry pet food market which is expanding across metropolitan Tier 1 and Tier 2 cities, Hearty underscores HUFT’s leadership in advancing industry standards and meeting the evolving needs of pet parents across the market.
This FY, HUFT is on an upward trajectory having clocked in a revenue of Rs 560 million already in the first quarter, contributed mainly by three major categories- Pet Food, Pet Lifestyle and Pet Grooming. And in Q1FY25, the company’s pet food segment reached Rs 240 million (including treat edible portfolio) leading to Q1’s total amount summing up to Rs 335 million.
Commenting on the development, Samarth Narang, CEO, HUFT, said, “The pet food market in India is growing at a CAGR of 10.5% every year. Currently, it stands at 800 million Dollars. This has been largely dominated by age-old foreign brands and at Heads Up For Tails we realised the need to have an Indian brand that can be a market disruptor in a large sense. It took us many years to perfect the hearty recipe. Prioritizing health and nutrition for pets Heads Up For Tails aims to capture 10% share of the Indian market by FY25.”
“There haven’t been any major innovations in the past decade in the Dry food industry and we feel there is a greater need to change that. With Hearty, Heads Up For Tails has manufactured the machinery to change the way kibble has been made over the past many decades. This allows us to deliver a much better product that does not compromise on quality and also since it is manufactured and packed in India, it helps us deliver the freshest batch to the end customer. Heads Up For Tails aims to be a 500 Crore brand in the first 3 years of its launch,” he added.
To this, Rashi Narang, Founder, HUFT, also added, “India has been experiencing double-digit growth year after year with increasing demand for affordable yet specialized pet food products. Hearty is not just another dry food brand; it represents our pledge to provide pets with the nutrition they deserve. Our meticulous research, careful ingredient selection, and thoughtful packaging all reflect our dedication. Hearty is a testament to our promise to deliver excellence to our pets. Heads Up for Tails has grown in Food sales by over 46% compared to last year. Last FY Heads Up For Tails crossed the highest ever Food Sales in this respective category with closing the year at 650 Million Food Sales. This year, it is already on track to cross this figure and is positively aiming to cross the 1000+ Million Mark in Revenue for Food Sales through Heads Up For Tails.”
