THE PET CARE ECOSYSTEM IS ON THE VERGE OF EXPONENTIAL GROWTH AND DISRUPTION
Creature Companions|August 2021
Supertails is your one-stop solution when it comes to pet wellness and health care needs. You can shop for pet food, accessories, grooming essentials and even book online vet consultation for your pets. The trio, Vineet Khanna, Varun Sadana and Aman Tekriwal, who founded Supertails have worked together in start-ups like Snapdeal and Licious. Vineet and Varun come from IIM Lucknow and Aman is a Chartered Accountant. It did not take long for them to decide that they were not cut-out for big established companies. Vineet with a stint of 5 and half years and Varun with 3 and a half years with Tata and Uniliver respectively started working with start-ups. Their working together in Licious (fresh meat brand) is what triggered a dream of starting off something of their own.
Vineet Khanna, Varun Sadana and Aman Tekriwal

HOW IS SUPERTAILS DIFFERENT FROM OTHER E-COMMERCE COMPANIES?

Fundamentally, for us, the differentiation is to create trust, and we felt that getting the right vets and giving them recognition was very critical. It is not very different from how it happens across the globe. In the US – almost 40% of the products get sold with a vet being in the picture, it is not very different in India as well. This is exactly what we intend to do, where we have a vet as the focal point and we also have a commerce platform – one builds trust and another ensures that the ecosystem of pet parenthood is taken care of, with expertise.

VETERINARIAN SHORTAGE MAKES IT TOUGH TO GET QUALITY VETS ON BOARD. HOW ARE YOU COMMITTED TO ADDRESSING THIS CHALLENGE BY GETTING QUALITY CONSULTATION FOR PET PARENTS?

This is a priority issue for us. We aim to get high-quality vets capable of handling customers in a digital format. We are going to colleges to make them aware that there are companies like us who will fill this gap in the ecosystem and they should engage with us. Informing them of employment opportunities is also important. This is how we intend to change the mindset and bring veterinarians to the forefront.

One of the biggest issues amongst pet parents was that when they go to three different vets they get three different answers for the same issue. Our vision is to build an ecosystem where vets could give standardized solutions to pet parents for any health-related problems with their pets.

We strive to build a system where vets graduate and are ready to join the companion animal industry rather than just going into the livestock sector. Things are changing gradually, now people look at entrepreneurship not as a risk but as their first choice. A few private colleges are also coming up with courses in veterinary science. Individuals are focusing on skill development, which is only possible in startups and not in large organizations.

WOULD YOU BRIEF US ABOUT YOUR COLLABORATION WITH ‘ANIMAPP’ AND ‘THERAPEUTIC PAWS’?

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THE PET CARE ECOSYSTEM IS ON THE VERGE OF EXPONENTIAL GROWTH AND DISRUPTION

Supertails is your one-stop solution when it comes to pet wellness and health care needs. You can shop for pet food, accessories, grooming essentials and even book online vet consultation for your pets. The trio, Vineet Khanna, Varun Sadana and Aman Tekriwal, who founded Supertails have worked together in start-ups like Snapdeal and Licious. Vineet and Varun come from IIM Lucknow and Aman is a Chartered Accountant. It did not take long for them to decide that they were not cut-out for big established companies. Vineet with a stint of 5 and half years and Varun with 3 and a half years with Tata and Uniliver respectively started working with start-ups. Their working together in Licious (fresh meat brand) is what triggered a dream of starting off something of their own.

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