Heads Up For Tails (HUFT) has launched Tail Lovers Co. (TLC), a range of pet care supplies across categories. Tail Lovers Co., has been launched as an extension of Heads Up For Tails, keeping accessibility and affordability at its core, without compromising on quality or safety.
Featuring 300+ SKUs across various categories of pet care such as bedding, apparel, food and toys, HUFT aims to capture 1 million+ new consumers through this wider product offering that starts at Rs 99.
As per the company, with TLC, HUFT offers pet parents in India a tailored product line designed to elevate their pet’s everyday experiences, whilst being pocket-friendly. The wide range of product categories under the TLC umbrella include chic pet accessories, including harnesses, leashes and collars; plush bedding including pet caves, pet huts and kitten bedding; interactive toys for cats and dogs including chew toys, rattles and rope toys; and everyday essential products spanning bowls, treat dispensers, lint rollers and poop scoopers.
The company added that keeping in line with the HUFT’s promise of quality, safety and innovative pet care solutions, TLC’s range of products offer unique benefits across categories. Toys, starting Rs 99, aid dental hygiene while relieving stress and enabling mental stimulation. Crafted from non-toxic materials like vinyl, TPR and cotton thread, TLC toys are easy to clean and durable. Cat and small dog bowls, starting Rs 199, feature a range of cute designs and illustrations and also feature variants with an automated water dispenser mechanism. Collars, leashes and harnesses, starting at Rs 99, feature a range of stylish designs that are adjustable and durable, allowing them to transform pets’ grow.
HUFT highlighted that India’s pet care market is set to reach USD 2 billion by 2025; from 1 billion in 2022, at a CAGR of more than 15%. The growth can be attributed to the rising ownership of pets in India, with a steep jump from 20 million in 2015 to 30 million in 2023. Catering to a stark gap in the market for high quality yet affordable pet care products and supplies, HUFT’s launch of TLC, provides a significant opportunity for the brand to eye a higher market share in the robustly growing segment.
HUFT estimates reaching over 1 million new households with the launch of TLC, across 15 pin codes in India. Currently, HUFT has retails through a multi-channel approach with 90+ standalone store across 15 cities, presence on leading online marketplaces, quick commerce channels and multi-brand channels.
On TCL, Samarth Narang, CEO- Heads Up For Tails, said, “Tail Lovers Co. underscores our dedication to enhancing pets’ lives through innovative, high-quality products, that Heads Up For Tails has become synonymous with over time. With this launch, we want to bust the myth that having a pet and taking care of it with the best in class products is an exorbitant undertaking. We want to enable Indian pet parents to nurture and take care of their furry friends without burning a hole in their pockets. With prices starting INR 99, Tail Lovers Co., intends to break the status quo in the Indian pet care market, that has seen a majoritarily premiumised offering, and provide affordable and accessible pet solutions to one and all.”
Commenting on the new launch, Rashi Narang– Founder, Heads Up for Tails says, “Tail Lovers Co., by Heads Up For Tails is a our way of spreading the joy that pets bring into our lives. We would never want affordability to be a deterrent when it comes to being a pet-parent, one of the greatest joys of my life. Tail Lovers Co., is new and fresh, it’s playful and fun, and it’s practical and convenient, all while being safe, high quality and durable.”
