It all began with toys and treats. Today, we’re looking at a fully-fledged bark-and-buy economy.
India’s pet care sector has quietly transformed into one of India’s fastest-growing e-commerce categories—and at the forefront of this revolution is Heads Up For Tails (HUFT). HUFT realised early in the game what pet parents don’t just want—they want emotions.
Forget dank aisles in supermarkets and one brand fits all kibble. HUFT has ensured that pet shopping is not simply a task, there is a curated experience attached. Organic treats? Yes. Customised name-tag collars? Of course. Spa-grade shampoos infused with lavender oil? Yes, and there’s even a calming paw balm.
Where HUFT gets it right is with their emotional targeting. Their platform doesn’t just sell pet supplies—it’s a lifestyle where your dog is your flatmate and your cat has a skincare routine. Every item listing, email, and campaign is drenched in sentiment. And it is working.
Their omnichannel game is tight too. Walk into any HUFT store and it will feel more like a boutique than a pet mart. Add a content-first online experience with blogs, vet Q&As, and personality quizzes to get product recommendations, and you’ve got a brand that is more than selling, it’s advising, forming bonds, and building trust at tail wagging pace.
As D2C players try to niche down, HUFT is intelligently deciding to expand their category. From hamster hammocks, to golden retriever raincoats, they aren’t just following trends, they are creating trends.
The win, they have made pet care feel premium and not expensive, and in a country where “pet” is quickly turning into “first child”, that’s a powerful stance to have.
In India’s e-commerce boom town, Heads Up For Tails seems to be barking up the right tree. They planted their own tree, and built a community around it.
