Heads Up For Tails launches ‘Hearty’

With a robust demand for pet food products, Heads Up For Tails (HUFT) a trailblazer in the pet care industry, proudly introduces Hearty, an innovative dry food product eyeing a 6,000 crore market in the pet nutrition category. All set to revolutionize pet nutrition in India, the brand rolls out a portfolio of new products positioning itself as a category leader once again. By pricing its products substantially lower than the competition,  Heads Up For Tails expanded nearly 2.5 times faster than the market in the last fiscal year and is aiming for significant market share growth in the upcoming fiscal year.

The current pet food market valued at approximately $800 million 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. This surge is driven by heightened awareness of pet health and nutrition among Indian pet parents. In response, Heads Up For Tails has unveiled innovative formulations incorporating functional ingredients to address the specific health needs of pets. 

Betting big on India’s dry pet food market which is expanding across metropolitan Tier 1 and Tier 2 cities, Hearty underscores the brand’s leadership in advancing industry standards and meeting the evolving needs of pet parents across the market. This FY, Heads Up For Tails is on an upward trajectory having clocked in a revenue of INR 560 Million already in the first quarter. These remarkable numbers have been contributed by three major categories consisting of Pet Food, Pet Lifestyle and Pet Grooming. 

In Q1, the Pet Food segment reached INR 240 million. Including the Treat edible portfolio, the total amount for Q1 is INR 335 million.

Developed through comprehensive research and strategic partnerships with premier canine nutritionists and veterinarians, Hearty represents Heads Up For Tails’s commitment to delivering superior quality and optimized nutrition for pets. Since the launch of Hearty in June, Heads Up for Tails has seen a month-on-month growth of more than 50% and is expected to grow at this rate. Currently at Heads Up For Tails, Pet food contributes to about 43% of the overall business and inclusive of treat is at 60%.

Hearty is fortified with Indian super herbs such as Ashwagandha, Tulsi, Moringa, Giloy and Turmeric, renowned for their comprehensive health benefits. This distinctive combination not only supports optimal wellness but also sets Hearty apart as a superior choice in pet nutrition.  With 60% real meat content and up to 40% fresh ingredients significantly exceeding the industry norm for extruded dry foods, which frequently include by-products and less than 10% fresh content. By focusing on top-tier ingredients, Heads Up For Tails aspires to establish itself as a household name. 

Hearty’s formula includes four key components for optimal canine health:

• Proteins and Omega Fatty Acids: Premium meats, eggs, and fish.

• Fibre: High-quality vegetables, fruits, and grains.

• Vitamins, Minerals, and Antioxidants: A diverse blend of fruits, vegetables, and organ meats.

Samarth Narang, CEO of HUFT, expressed his enthusiasm, stating, “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 CR brand in the first 3 years of its launch”

Rashi Narang, Founder of HUFT, 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”

Also Read: Heads Up For Tails launches its new campaign #AKinderWorldForAnimals