Supertails: The Story of Vineet Khanna, Varun Sadana and Aman Tekriwal Building a New-Age Pet Care Brand
Supertails: For many pet parents, a dog or cat is not simply an animal living at home. They are part of the family. When they are happy, playful and healthy, the entire house feels better. And when something goes wrong with their health, food or behaviour, pet parents often find themselves searching for the right advice, products and care.
This growing emotional connection between people and their pets has created an entirely new opportunity in India. Pet parents today are becoming more conscious about nutrition, healthcare, grooming and overall well-being. They want better products, easier access to professional guidance and services that understand the everyday realities of living with a pet. It is in this changing environment that Supertails emerged.
Founded in 2021 by Vineet Khanna, Varun Sadana and Aman Tekriwal, Supertails was created with an ambition to make pet care more convenient and accessible for modern pet parents. While the company operates in a rapidly developing market, its underlying idea is remarkably simple: make it easier for people to take better care of the animals they love.
The story of Supertails also brings together three founders with experience across different parts of the business world. Vineet Khanna had previously worked with companies such as Licious and Snapdeal, while Varun Sadana and Aman Tekriwal brought their own experience as senior business executives. Together, they entered a market where emotional attachment, technology and consumer behaviour were beginning to come together interestingly.
Why India’s Pet Care Market Needed a Fresh Approach
The relationship between Indians and their pets has changed significantly over the years. Earlier, pet care was often treated as a relatively simple responsibility. People would buy food, visit a nearby veterinarian when necessary and manage the rest of the routine at home. Today, that approach is changing.
Pet parents are increasingly interested in what their animals eat, how much exercise they receive, whether they are emotionally comfortable and what can be done to improve their quality of life.
The rise of social media has also contributed to this change. People regularly share pictures and videos of their pets, discuss food choices, ask questions about behaviour and look for recommendations from other pet owners. As awareness grows, expectations from pet care businesses are growing as well.
This creates a difficult but interesting challenge. Pet parents want convenience, but they also want trust. They want products quickly, but they also want to know whether those products are appropriate for their pets. They may need professional advice, but they do not always have the time or flexibility to visit a clinic for every question. A modern pet care business therefore needs to solve more than one problem.
It needs to understand the emotional side of pet ownership while also providing practical solutions. Supertails was founded during this period of change, allowing its founders to build a business around the evolving needs of India’s pet parents.
The Beginning of Supertails
Supertails was co-founded in 2021 by Vineet Khanna, Varun Sadana and Aman Tekriwal. The company entered the market at a time when digital-first consumer businesses were becoming increasingly common. Consumers were becoming comfortable discovering products online, making purchases through digital platforms and using technology to access services.
Pet care was no exception. The founders saw an opportunity to build a brand that could become part of the pet parent’s everyday journey rather than simply functioning as another place to buy pet products.
That distinction is important. Pet care is not a single transaction. A pet needs food repeatedly. Grooming may be required regularly. Healthcare can become a recurring necessity. Behavioural questions can emerge at any point. New pet parents may also need guidance because they are still learning how to understand their animal.
This makes the category naturally suited to a business that can build a long-term relationship with customers. Supertails’ journey began with that larger opportunity in mind.
Meet Vineet Khanna
Vineet Khanna is one of the three co-founders behind Supertails. Before becoming part of the founding team, Khanna had experience working with well-known consumer and technology businesses, including Licious and Snapdeal.
That background is particularly relevant to a company operating in pet care because both consumer understanding and digital execution can play a major role in building such a business.
Working in established companies can expose entrepreneurs to the realities of customer behaviour, operations, product development and scaling. Those experiences can later become useful when they start building something of their own.
For Khanna, the move into entrepreneurship meant taking that previous experience and applying it to a relatively newer consumer category. Pet care presents a different kind of challenge compared with many other consumer businesses. The customer is usually a person, but the product or service is ultimately intended for an animal. That means the business has to understand the needs and preferences of two sides of the relationship. The pet parent makes the purchasing decision, while the pet experiences the product. That makes trust especially important.
Varun Sadana’s Role in the Founding Team
Varun Sadana is another co-founder of Supertails and came into the venture with experience as a senior executive. Leadership experience can be valuable during the early stages of a startup because founders have to make decisions across many different areas at once.
A young company does not have separate departments handling every problem. Founders may have to think about customers in the morning, operations in the afternoon and long-term strategy later in the day.
Senior executive experience can provide a useful understanding of how organisations work, how teams are built and how decisions need to be made when a business is growing. For Supertails, Sadana became part of a founding team that combined different experiences and perspectives around one emerging category.
Aman Tekriwal and the Founding Team
Aman Tekriwal is the third co-founder of Supertails. Like Sadana, Tekriwal brought experience from senior executive roles before joining the venture. Having three founders with professional experience can be particularly useful when entering a category that still has room for significant development. Building a consumer brand requires much more than creating a product. It requires understanding customers, building operations, creating a strong team and developing a brand people are willing to trust.
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The combination of Khanna, Sadana and Tekriwal gave Supertails a founding group with experience that could be brought together around the pet care opportunity. Their journey also reflects a broader trend in India’s startup ecosystem, where experienced professionals increasingly leave established corporate careers to build businesses in categories they believe have significant future potential.
More Than Just Selling Pet Products
One of the biggest opportunities in pet care comes from understanding that pet parents need more than products. A person adopting a puppy for the first time, for example, may have questions about food, vaccinations, grooming, exercise, training and behaviour. Even experienced pet parents can face new challenges as their animals grow older.
This means the ideal pet care experience needs to go beyond a simple shopping transaction. A strong pet care brand needs to become a trusted source of information and support.
That is the larger opportunity behind companies like Supertails. The category allows businesses to build relationships with customers over many years. A puppy can grow into an adult dog and eventually become a senior pet. Cats and other companion animals also have changing needs throughout their lives.
As these needs change, the services and products required by pet parents change as well. A company that understands this journey can potentially create a much deeper relationship with its customers than a conventional retailer.
The Emotional Side of the Business
There is something unusual about the pet care industry that makes it different from many other consumer categories. People buy products for their pets because they care about them. A customer may compare prices when buying everyday products. Still, when the purchase concerns the health, comfort or happiness of a beloved pet, emotions can become an important part of the decision. Pet parents want to feel that they are doing the right thing.
They want reliable information. They want quality products. They want professional support when something is wrong. Most importantly, they want to feel that their pets are being treated with care. This emotional element can become both a responsibility and an opportunity for pet care companies.
A brand cannot build lasting trust simply through advertising. It needs to demonstrate that it understands the concerns of pet parents and is genuinely useful in their everyday lives. That is one of the reasons the pet care sector has attracted increasing attention from entrepreneurs and investors. It is a category where technology can meet a deeply personal consumer need.
Why the Founders Chose Pet Care
For entrepreneurs, entering an emerging category often means accepting uncertainty. The market may not yet be fully developed. Customer behaviour can change quickly. Consumers may need to be educated about new services. Businesses may have to create infrastructure that did not previously exist.
But uncertainty also creates opportunity. When a category is still evolving, there is room for new companies to shape how customers interact with it. Supertails was founded in 2021 with this kind of opportunity in mind.
The founders were not entering a completely established market with decades-old customer habits. They were entering a space where changing attitudes toward pets were creating new possibilities. As more Indian families began treating pets as members of the household, the demand for specialised care naturally started increasing. That shift allowed companies like Supertails to rethink the traditional pet care experience.
The Bigger Change Happening Among Indian Pet Parents
The rise of India’s pet care sector is connected to a much larger cultural change. Pets are increasingly being treated as family members rather than simply animals kept at home. That change affects almost everything.
People are more willing to spend on better food. They are more interested in preventive healthcare. They care about grooming and hygiene. They look for training and behavioural support. They also want products that make everyday pet parenting easier. The internet has accelerated this transition.
A pet parent no longer has to depend entirely on a single local store or personal recommendation. They can research different products, read reviews, compare options and seek advice online. This has opened the door for technology-enabled pet care businesses. The opportunity is not simply to sell more products. It is to make the overall experience easier.
Building a Brand Around Trust
For a pet care company, trust can be one of its most valuable assets. If a customer trusts a brand for their pet’s food, they may eventually consider its other products or services. If they find the brand useful during a difficult situation, the relationship can become even stronger. This is why the founders of Supertails entered a category where customer relationships can potentially last for years. The challenge, however, is that trust takes time.
A startup cannot simply announce that it cares about pets and expect customers to believe it. Trust has to be earned through consistent experiences. That means offering useful products, communicating clearly, understanding customer concerns and continuing to improve the overall experience. For Supertails, this long-term relationship with pet parents represents a significant part of the opportunity.
What the Supertails Story Says About Modern Entrepreneurship
The story of Supertails is also a reflection of how entrepreneurship in India is changing. The founders did not come from completely unknown professional backgrounds. Vineet Khanna had worked with companies such as Licious and Snapdeal, while Varun Sadana and Aman Tekriwal had experience as senior executives. Their decision to build a pet care company shows how experienced professionals can identify opportunities outside the industries where they originally built their careers. This kind of transition is increasingly visible across India’s startup ecosystem.
People spend years learning how businesses operate and eventually use that experience to solve problems they believe are underserved. The result can be businesses that combine professional experience with a fresh perspective. Supertails represents one such example in the pet care space.
The Road Ahead for Supertails
The pet care industry in India is still developing, which means Supertails operates in a market with both opportunity and challenges. As awareness grows, competition is also likely to increase. More brands will enter the space, customers will become more selective and expectations around quality and service will rise.
For Supertails, the challenge will be to remain relevant as the market matures. The company will need to continue understanding what pet parents actually need rather than simply following trends.
The strongest businesses in this space are likely to be those that can combine convenience with genuine trust. Technology can make services easier to access, but technology alone cannot replace empathy. Pet parents want efficiency, but they also want reassurance that their concerns are being understood. That balance could become increasingly important as the category grows.
A Story That Is Still Being Written
Supertails began in 2021 with Vineet Khanna, Varun Sadana and Aman Tekriwal coming together around an opportunity in India’s evolving pet care market. Their individual professional backgrounds brought different experiences to the table. Khanna’s previous work with companies including Licious and Snapdeal gave him exposure to fast-moving consumer businesses, while Sadana and Tekriwal brought senior executive experience. Together, they entered a category driven by something incredibly powerful: the bond between people and their pets.
The opportunity is not simply about selling food, toys or other pet products. It is about understanding an increasingly aware generation of pet parents who want better care, better information and greater convenience. That makes Supertails part of a much larger story.
India’s relationship with pets is changing, and businesses are emerging to serve that change. As the industry develops, companies that can earn trust and become genuinely useful to pet parents may have the opportunity to build lasting brands. For the founders of Supertails, the journey is still unfolding. The company started with three entrepreneurs, a growing market and an opportunity to rethink pet care for a new generation. And at the heart of it all is a simple idea that every pet parent understands: when you love your pet, you want to give them the very best care you can.
Disclaimer: This article has been written using the information provided about Supertails and its founders, Vineet Khanna, Varun Sadana and Aman Tekriwal. The founding details and professional backgrounds mentioned here are based on the supplied information and the cited source. Some broader observations about the pet care industry and entrepreneurship are contextual analysis and should not be treated as independently verified company statements. Readers should conduct their own research for the latest information about Supertails, its founders, services, business performance or future plans.
