An entrepreneur succeeds despite 200 rejections by launching a pet products business worth Rs 50 crore

Heads Up For Tails (HUFT) was founded in 2009 by Rashi Narang from Delhi. With 41 stores and 20 spas in nine cities, it caters to the unique needs of dogs

Rashi Narang from Delhi founded Heads Up For Tails (HUFT) in 2009. It caters to the unique needs of dogs and has a presence in nine cities with 41 stores and 20 spas. Delhi-based Rashi Narang has always known a life that was shared with pets. “Like any other pet parent, I tried to find a good quality leash, collars, bed, treats, and toys.

Rashi says that apart from the accessories, she could not find food sans harmful chemicals and could not read or understand the names of the preservatives used in dog treats. Disappointed with the products and their poor quality, Rashi started designing her own for her dog, which led her to launch the startup — Heads Up For Tails (HUFT).

The 38-year-old began the startup in 2008 to create products that help pets live a better life. Rashi says that dogs should always play with products that stimulate their mental and physical being. She says the shop owners were adamant that her products would not sell, and Rashi says she faced almost 200 rejections from various retailers.

“I learned from experience that the majority of the shop owners were not pet parents and could not relate to the products. They failed to understand the needs of the dogs and perceived pet products as just another business. They gave me encouraging feedback,” she says, adding that motivated by the positive response, she invested Rs 5 lakh to set up a kiosk at a city mall.

Rashi says the venture further helped her interact with customers, note their feedback, and sell her products. “The pet parents asked queries and came with various requests for customized products, as per their dogs’ requirements.

We also helped pet parents by teaching them about walking their dogs, taking care of them, and understanding their pets better,” she adds. Sharing examples of innovative products, she says, “We created a water bowl for Cocker Spaniels that would ensure their long ears would not come in the way or get wet every time they drank water.

We came up with harmful chemical-free food, as customers complained about toxic chemicals and allergies their dogs caught after consuming certain products. Six years later, Rashi returned to India and was already in talks with investors in Singapore to fund her startup.

Today, HUFT sells over 5,000 products through its 41 stores and has 20 dog spas located in nine cities across Maharashtra, Delhi, Karnataka, Gujarat, Punjab, and Haryana. The price for her products starts from Rs 40 for dog food and goes up to Rs 20,000 for a comfortable couch.

Bisham Lilaram, an entrepreneur from Delhi, says he came across a HUFT retail shop around 2009 and has been a loyal customer ever since. There was only one shop I preferred to buy products for my dog before I came across HUFT and I was instantly impressed,” he says. Bisham says the best feature of the startup is that all the products are dog-friendly and made considering the comfort of the pet.

“We entered into sustainable, natural, and organic food products for dogs even before the market was ready. Commenting about her journey so far, she says, “I feel privileged to have pet parents who gave valuable feedback, spent time with the products put their trust in us, and directed us to bring the best possible items for their pets. ”

“We created puzzles for dogs to fetch food through a snuffle mat. As a tip for entrepreneurs, Rashi says, “Always remain close to the customers. On a parting note, Rashi says, “We are privileged to have pets in our lives and be able to spend time with them.

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