Turning a “pet” project into a million-dollar business with Rashi Narang, Founder - Heads Up For Tails

In the mid-1990s, Sooraj Barjatya gave movie-goers Salman Khan, wedding songs and Tuffy, the Indian spitz in Hum Aapke Hain Kaun! Tuffy umpired cricket matches and played cupid wearing hats and bow ties.

 About a decade later, an engaging ad campaign by mobile service provider Hutchison Essar featured a pug following a boy through green fields, under coconut trees, trudging along slippery paths. It was a depiction of the tag line “wherever you go our network follows”.  

In the years that followed, an increase in urbanisation, disposable incomes and the humanisation of pets spurred a boom in India’s pet-care industry.

 One such pet owner was Rashi Narang. After getting a little pup into her life in 2007, Rashi struggled to find any kind of quality product for her four-legged baby. While most of us would have simply succumbed to the limited options available in the highly disorganized pet market, Rashi Narang set out to create products from scratch.

 What began as a passion project for her puppy Sara, soon fuelled into a successful entrepreneurial venture - Heads up for tails. Her journey from building a better world for her dog to making sure that every pet gets only the best is what makes her a true visionary.

 In this episode, Rashi talks about creating the pet care category from scratch to becoming a leader in the segment.