The Established shines a light on younger talent in India that is slowly but steadily making a mark in the world of business
Every month in our ‘Rising Star series’, The Established will highlight entrepreneurial journeys that are just beginning to bloom. We will feature entrepreneurs who taken risks, have passion and drive and want to change the world.
For the first of the series we interview Rashi Narang, founder of pet supplies and spa store Heads Up For Tails (HUFT), which is on a rapid expansion spree. Narang, a poised, passionate and soft-spoken animal lover and dog parent to boot, founded HUFT in 2008 after her labrador Sara came home. “I have grown up with dogs. My joint family always had dogs, and I’ve always been drawn to all creatures,” explains Narang over an interview on Zoom. What she discovered, though, was that the pet stores that existed 14 years ago simply did not have quality goods, which led her to designing and selling products for pets, starting with a comfortable dog bed.
Rashi Narang launched Heads Up for Tails 14 years ago
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Narang was motivated to launch HUFT when she couldn't find a birthday present for her pup, Sara
After first displaying her wares at fairs and exhibitions, Narang eventually set up an e-commerce website and a kiosk at Select Citywalk Mall in New Delhi. Here, she experienced a modicum of success, and was thus convinced that well made products and accessories for pets did have the potential to grow into a more expansive business in India. The progress was slow at first; her business was self-funded, with a capital of ₹5-6 lakh. Today, HUFT has expanded to 52 stores all over the country, with a total of 215 employees. In August 2021, HUFT raised $37 million (approximately ₹277 crore) in a Series A funding round led by Verlinvest and Sequoia Capital India. Edited excerpts from an interview with Narang on how she stays motivated and on her toes as an entrepreneur.
How did you take the plunge into entrepreneurship?
I was always the child in the family. When I got my dog Sara, I became a parent and wanted her to live her best life. I was looking for functional toys to keep us busy. She was an energetic little puppy and when I wanted a harness to walk her on, I couldn't find anything in the market, despite visiting several pet stores. On Sara’s birthday, I came home without presents. I couldn't find a treat for her, because when I started reading the labels, they contained ingredients laden with chemicals and preservatives; names I couldn't even pronounce. I think that was really the spark, making me realise that there are others like myself who want to give their pets the best life they can. I began to research and there was, of course, nothing available in India. This was 14 years ago; it was very niche and nascent. I started by building a couple of products that I wanted [for my dog].
How have you worked through the pandemic? Did you find it easy to raise money last year?
It definitely was extremely challenging since our retail business was down to zero at one point. Footfalls were low, and our supply chain was completely broken. But I think as a company, we realised that in order to survive, we had to be adaptable. We then turned our focus online, even if it meant just being able to supply to customers, at least the essentials they needed. There were many learnings of how customers’ purchasing patterns are different online and offline, and this proved to be educational.
Narang remembers how she couldn't find a treat for her pup that weren't laden with chemicals and preservatives
Narang believe the products are really the heart of the company
What was the first product you made for HUFT?
It was a dog bed. I began by studying fabrics–the ones that will not cause discomfort or rashes, or ones that can resist scratching. I also studied body types to understand patterns. For instance, how should a coat or sweater be [designed] so that it is not limiting movement, or how does a harness fit? At what point should the pressure be? What point can take the most amount of pressure? I continue to do a couple of courses a year, read many books and look at research papers too.
Do you see yourself as a disruptor?
I think we're constantly disrupting ourselves at the moment, thinking about how versions of a product or even thought processes can be disrupted. Or how do we challenge ourselves to think about something differently? I think we definitely disrupted the market [in India] from the conventional, traditional way of pet ownership, and we really want to shift it to pet parenting. Even internally, within our team, we're always challenging the status quo, to see how a product can be executed or marketed differently.
What are your processes for quality checks?
I think we're quite obsessive and passionate about our products. We really focus on saying, “ How do we make this even one per cent better? Can I make the buckle better? Can I make the food lighter?” The product is really the heart of the company.
"I THINK WE DEFINITELY DISRUPTED THE MARKET [IN INDIA] FROM THE CONVENTIONAL, TRADITIONAL WAY OF PET OWNERSHIP, AND WE REALLY WANT TO SHIFT IT TO PET PARENTING."
Rashi Narang
"I believe it's a privilege and an honour to have an animal in our lives," says Narang
How do you keep yourself motivated?
I believe it's a privilege and an honour to have an animal in our lives. They bring us joy, and are like spiritual beings that give us so much love and loyalty, quietly teaching us so many lessons. I believe that we [as human beings] need to do better by them, and I don’t just mean the animals in our houses but the animals we share our streets with as well. I have seen that every time people open their hearts [to animals], they become better, they become kinder.
Who are your role models?
Steve Jobs for his vision, how he revolutionised [the tech world] and gave us products we didn't even know we needed. The Bill Gates Foundation for the work they're doing, and Sadhguru for the way he brings in answers to everyday questions. My grandmother, whom I lost two years ago, and from whom I’ve learnt to be strong, not worry about the opinions of others, and to always be compassionate. I'm learning from so many people in my life; my daughter for the lessons she teaches me and, of course, my dogs Sara and Poppins.
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