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<ul><li><keyword id="11953189" type="General" weightage="20" keywordseo="supertails" source="Orion">Supertails</keyword>, a pet-care startup, has raised $10 million in Series A funding.</li><li>The round was led by <keyword id="2822035" type="General" weightage="80" keywordseo="fireside-ventures" source="Orion">Fireside Ventures</keyword>, along with <keyword id="1148513" type="General" weightage="80" keywordseo="saama-capital" source="Orion">Saama Capital</keyword> and DSG Consumer Partners.</li><li><keyword id="11953188" type="General" weightage="100" keywordseo="supertails-com" source="Orion">Supertails.com</keyword> is a pet-care ecommerce platform that offers pet supplies, training and vet consultations.</li></ul>Pet-care startup Supertails.com announced on Wednesday, November 9, 2022, that it has raised $10 million in Series A funding from Fireside Ventures, a Bengaluru-based investment firm. The round also saw participation from existing investors such as Saama Capital and DSG Consumer Partners. Supertails.com was founded in 2021 by Varun Sadana, Aman Tekriwal, and <keyword id="5014857" type="General" weightage="50" keywordseo="vineet-khanna" source="Orion">Vineet Khanna</keyword> to address the needs of first-time pet owners. The platform has now become a pet-care focused ecommerce marketplace for pet supplies, pet training and online vet consultations across the country. The company has already completed over 20,000 pet consultations and offers over 10,000 products from over 200 brand partners. “At Supertails.com, our vision is to create a platform that makes their (pet parents) lives easier. From providing pet nutrition to round-the-clock pet care and consultation, our aim is to build a platform that integrates products, services, and communities,” said Supertails.com co-founders Varun Sadana, Aman Tekriwal, and Vineet Khanna. The round also saw investment from angels such as Cred founder Kunal Shah, MamaEarth co-founder Varun Alagh, Genesis Luxury Fashion president <keyword id="3799" type="General" weightage="50" keywordseo="sanjay-kapoor" source="Orion">Sanjay Kapoor</keyword>, Curefoods founder Ankit Nagori and The Whole Truth Foods founder <keyword id="274057" type="General" weightage="50" keywordseo="shashank-mehta" source="Orion">Shashank Mehta</keyword>. “With this round of funding, we want to invest in making a one-stop platform for pet parents that caters to all their needs. We are thrilled to have the support of Fireside Ventures, Saama Capital, and DSG consumer partners in this journey and aim to leverage their expertise to become the most preferred and loved pet-care platform in India,” the trio added. Supertails.com plans on using the raised funds to scale its tech infra and launch its mobile application. The company is also expanding its newly launched brand Henlo, which currently sells diet enhancers for dogs. The money will also be used to expand its verticals, strengthen the supply chain and improve the post-sale experience. “Supertails.com stands out as a unique online platform that caters from pet-care to pet indulgences in spaces like food, grooming, and fashion too. We at Fireside Ventures, believe that there is a massive untapped potential in the pet care industry and are certain that with Supertails.com’s innovative vision and the strength of their leadership team, the pet ownership industry has huge potential in the years to come,” said Kanwaljit Singh, founder and managing partner, Fireside Ventures. Supertails.com had earlier raised $2.6 million during the Seed round, led by Saama Capital and DSG Consumer Partner. <cmsannotation type="cmsannotation" annotationid="Company looks to double its ARR" comment="subhead" text="Company looks to double its ARR">Company looks to double its ARR</cmsannotation> Supertails.com reported an annual recurring revenue (ARR) of ₹50 crore in the last 18 months, and is looking to double it to ₹100 crore by March 2023. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/health-tech-startup-curebay-raises-50-crore-in-series-a-funding-led-by-elevar-equity/articleshow/95397581.cms">Health-tech startup CureBay raises ₹50 crore in Series A funding led by Elevar Equity</a> <a href="https://www.businessinsider.in/business/auto/news/best-festive-auto-sales-in-the-last-4-years-but-sales-may-decline-says-fada-report/articleshow/95354054.cms">Best festive auto sales in the last 4 years, but sales may decline says FADA report</a> <a href="https://www.businessinsider.in/tech/news/four-out-of-five-indian-business-executives-predict-an-increase-in-cybersecurity-budgets-in-2023/articleshow/95403725.cms">Four out of five Indian business execs believe that their cybersecurity budgets will rise in 2023</a>

Pet-care startup Supertails.com raises $10 million in Series A funding

<ul><li><keyword id="11953189" type="General" weightage="100" keywordseo="supertails" source="Orion">Supertails</keyword> brings the voice of a dog to its audience in its latest ad. </li><li>The film is narrated by Max, a Golden Retriever, who knows his dad too well.</li></ul>Digital pet care start-up, Supertails, has released a new film, The New Year’s Resolution, where it brings the voice of a dog to its audience. First of January brings with itself resolutions that have a questionable shelf life. Yet, year after year, humans make promises to themselves that they don’t keep. This film is a take on that, but from a pet’s perspective. The film is narrated by Max, a Golden Retriever, who knows his dad too well. Every year, he takes resolutions like going for early morning walks, staying hydrated, and reading more. All of which he invariably won’t follow through, if not for loving and caring Max who wakes him up on time, pulls him out of the house, and keeps him on track with his goals. <div type="Youtube" id="DgEID9VTjVc" title="The New Year's Resolution | Supertails | Happy New Year 2022" thumbUrl="https://i.ytimg.com/vi/DgEID9VTjVc/mqdefault.jpg"></div> The film aims to drive the point that pets understand humans more than we think they do. They are observant and care for us, it’s just that sometimes we miss the signs. The film ends with Max calling all dogs to help their parents during the year end, when the human urge kicks in to set unrealistic goals and change their lives. Pets see their parents as being perfect, so Max sees this phase of resolutions funny. Supertails also asks pet parents to keep their pets closer this year, to spend time understanding them and building a real bond with them. With busy lives, pet parents sometimes aren’t able to pay enough attention to the ways their pets love and silently care for them. This is their call to stick through the tough times that parenthood sometimes brings. “Pet adoption rates have been consistently increasing over the last few years, but a recent study led by Mars Petcare and other experts shows that 50% of Indian pet parents have admitted to relinquishing a pet. While we work on creating new products and services to make India a pet friendlier country, it is only with attention and quality time that one can build a bond with their pets. The love of a pet is unmatched, this is our call to give yourself a real chance at feeling it.” says <keyword id="7979773" type="General" weightage="20" keywordseo="varun-sadana" source="Orion">Varun Sadana</keyword>, Co-founder at Supertails.

Supertails' new campaign asks pet parents to keep their four-legged companions closer this year

<keyword id="15474801" type="General" weightage="100" keywordseo="mt-autocraft" source="Orion">MT Autocraft</keyword>, a leading supplier of machined components and assemblies, on Wednesday, announced the launch of electric mobility company <keyword id="170979" type="General" weightage="80" keywordseo="mta" source="Orion">MTA</keyword> E-Mobility Pvt Ltd (<keyword id="15474802" type="General" weightage="80" keywordseo="mta-ev" source="Orion">MTA EV</keyword>) with a seed funding of Rs 100 crore. The electric mobility startup, which plans to hire 200 more people, has built a dedicated plant spread over three acres at Palwal in the national capital region. The company said that it aims to become a complete electric mobility solutions provider. "We have planned an initial investment of Rs 100 crore which will be funded by MT Autocraft, the <keyword id="4855" type="General" weightage="80" keywordseo="sehgal" source="Orion">Sehgal</keyword> family and a few high-net-worth individuals (HNIs)," said Karan Sehgal, Co-founder of MTA EV. Vivek <keyword id="15474803" type="General" weightage="80" keywordseo="jakhmola" source="Orion">Jakhmola</keyword>, an industry veteran and former president at JBM Group has joined as co-founder of the newly-formed MTA EV. Jakhmola was also a director at multiple companies in the Lumax Group and brings along over 25 years of experience. The company plans to hire another 200 people in the next 12 months. "We aim to create a sustainable organisation with a sharp focus on technology through self-reliance and intra-dependence on our foreign collaboration partners. We are already a 50-plus strong team in R&amp;D and market research. The team size will increase to 200 plus in the next 12 months," said Jakhmola. The company is set to showcase its products and technology at the upcoming 'Auto Expo 2023'. MTA EV plant has in-house facilities for assembly, end-of-line vehicle inspection, production monitoring, paint shop, chassis fabrication and surface coating among others, it said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/pet-care-startup-supertails-com-raises-10-million-in-series-a-funding/articleshow/95406580.cms">Pet-care startup Supertails.com raises $10 million in Series A funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/archean-chemical-industries-ipo-subscribed-30-on-day-1/articleshow/95406373.cms">Archean Chemical Industries IPO subscribed 30% on day 1</a>

MT Autocraft forays into EVs with Rs 100 cr funding, to hire 200 people

Leading fintech platform PhonePe on Wednesday announced it has enabled <keyword id="6358921" type="General" weightage="100" keywordseo="upi" source="Orion">UPI</keyword> activation using Aadhaar-based OTP authentication. PhonePe is the first UPI Third Party Application Provider (TPAP) App to roll out the Aadhaar-based UPI onboarding flow that will now enable several crore Indians to become a part of the UPI ecosystem, seamlessly and securely for the first time, the company said in a statement. Under the previous UPI onboarding flow, a valid debit card was mandatory to set up a user's <keyword id="4760578" type="General" weightage="50" keywordseo="upi-pin" source="Orion">UPI PIN</keyword> during the UPI registration process, restricting access for a large number of Indian bank account holders who didn't have a debit card handy. The addition of <keyword id="144117" type="General" weightage="80" keywordseo="aadhaar" source="Orion">Aadhaar</keyword> onboarding for UPI will do away with this restriction, and allow previously under-served populations to experience the convenience and benefits of digital payments. "We are excited to be the first fintech platform to offer Aadhaar-based authentication for our users, making the UPI onboarding flows even more simple and inclusive. We believe this is a very progressive move by <keyword id="30067" type="General" weightage="50" keywordseo="rbi" source="Orion">RBI</keyword>, NPCI and UIDAI and is a great example of the digital financial inclusion that UIDAI's Aadhaar program has been able to drive," said <keyword id="12805030" type="General" weightage="50" keywordseo="deep-agrawal" source="Orion">Deep Agrawal</keyword>, Head of Payments at PhonePe. In the new flow, the Aadhaar e-KYC flow will be made part of the UPI onboarding journey on the PhonePe App. Users choosing this option will only need to enter the last 6 digits of their Aadhaar number to initiate the onboarding process. They will then receive an OTP from UIDAI, and their respective bank to complete the authentication process. Post this, customers will be able to access all UPI features such as payments and balance checks on the PhonePe App. "This will help expand the overall UPI ecosystem, and also onboard new customers to the digital payments fold. UPI has become a global exemplar, and countries across the world are looking to implement it. Going forward, we are closely working with NPCI to take UPI international," said Agrawal. With 41.5 crore registered users, one in four Indians is now on PhonePe. The company has also successfully digitised 3.3 crores, of offline merchants, covering 99 per cent of pin codes in the country. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/pet-care-startup-supertails-com-raises-10-million-in-series-a-funding/articleshow/95406580.cms">Pet-care startup Supertails.com raises $10 million in Series A funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/mt-autocraft-forays-into-evs-with-rs-100-cr-funding-to-hire-200-people/articleshow/95406616.cms">MT Autocraft forays into EVs with Rs 100 cr funding, to hire 200 people</a>

PhonePe first player to enable UPI activation with Aadhaar

<ul><li><keyword id="15368869" type="General" weightage="100" keywordseo="fusion-micro-finance" source="Orion">Fusion Micro Finance</keyword> is expected to announce its share allotment status today, on November 10.</li><li>The shares of Fusion Micro Finance were subscribed 2.95 times.</li><li>The shares will be listed on the stock exchanges on November 15.</li></ul>New Delhi-based Fusion Micro Finance, a microfinance company that provides financial services to women in rural and semi-urban areas, is expected to announce the allotment status of its initial public offering (IPO) today, that is November 10. The <keyword id="15366973" type="General" weightage="20" keywordseo="Fusion-Micro-Finance-ipo" source="Orion">Fusion Micro Finance IPO</keyword> opened on November 2 and closed on November 4. The price band for the IPO was ₹350 to ₹368 per share. <cmsannotation type="cmsannotation" annotationid="Underwhelming retail participation" comment="subhead" text="Underwhelming retail participation">Underwhelming retail participation</cmsannotation> On its last day, the IPO was subscribed 2.95 times, receiving bids for 6.3 crore equity shares against 2.1 crore shares on offer. While the qualified institutional buyer portion was subscribed 8.59 times, the non-institutional investors portion was subscribed 1.39 times. The retail portion witnessed underwhelming participation and was subscribed 0.51 times, just half of what was on offer. <cmsannotation type="cmsannotation" annotationid="Grey market premium" comment="subhead" text="Grey market premium">Grey market premium</cmsannotation> The shares of Fusion Micro Finance are currently commanding a grey market premium (GMP) of ₹5 per share. GMP is the premium at which IPO shares are traded in an unofficial market before they are listed on the stock exchanges. <cmsannotation type="cmsannotation" annotationid="How to check Fusion Micro Finance IPO allotment status?" comment="subhead" text="How to check Fusion Micro Finance IPO allotment status?">How to check <keyword id="15411881" type="General" weightage="20" keywordseo="Fusion-Micro-Finance-ipo-allotment" source="Orion">Fusion Micro Finance IPO allotment</keyword> status?</cmsannotation> You can check the allotment status on the registrar’s website. <ul><li>To check the Fusion Micro Finance <keyword id="35223" type="General" weightage="20" keywordseo="ipo-allotment" source="Orion">IPO allotment</keyword> status, visit the registrar’s website <a href="https://linkintime.co.in/IPO/public-issues.html">here</a>.</li><li>Click on ‘Select Company’ and then select ‘Fusion Micro Finance’.</li><li>Now, enter your PAN, application number, DP / Client ID or Account number / IFSC.</li><li>Now, enter the captcha.</li><li>Click on submit.</li></ul>You will be able to see your application status. It will show the number of shares that you have applied for and the number of shares that have been allotted to you. You can also check the Fusion Micro Finance IPO allotment status on the BSE and NSE websites. To check the allotment status on BSE or NSE website: <ul><li>Go to the BSE <a href="https://www.bseindia.com/investors/appli_check.aspx">website</a>.</li><li>On the website, click on 'Equity' and then select ‘Fusion Micro Finance’ from the dropdown menu.</li><li>Now, enter your application number and PAN.</li><li>Click on 'Search'.</li><li>You will be able to see the number of shares allotted to you.</li></ul>You must click here and log in to check your allotment status on NSE. <cmsannotation type="cmsannotation" annotationid="Fusion Micro Finance listing date" comment="subhead" text="Fusion Micro Finance listing date">Fusion Micro Finance listing date</cmsannotation> The shares of Fusion Micro Finance will be listed on the stock exchanges on November 15. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/pet-care-startup-supertails-com-raises-10-million-in-series-a-funding/articleshow/95406580.cms">Pet-care startup Supertails.com raises $10 million in Series A funding</a> <a href="https://www.businessinsider.in/business/startups/news/health-tech-startup-curebay-raises-50-crore-in-series-a-funding-led-by-elevar-equity/articleshow/95397581.cms">Health-tech startup CureBay raises ₹50 crore in Series A funding led by Elevar Equity</a> <a href="https://www.businessinsider.in/business/auto/news/best-festive-auto-sales-in-the-last-4-years-but-sales-may-decline-says-fada-report/articleshow/95354054.cms">Best festive auto sales in the last 4 years, but sales may decline says FADA report</a>

Fusion Micro Finance IPO allotment – How to check allotment status, listing date and more

<ul><li>The non-banking financial corporation has been subscribed 0.02 times on the first day of the IPO subscription process.</li><li>The Chennai-based lender plans to raise ₹1,960 crore through a complete offer for sale by the company’s promoters and existing shareholders.</li><li>The price band of the IPO is set at ₹450-474 a share.</li><li>Shares of the company are commanding a premium of ₹10 in the grey market.</li></ul>The initial public offering of non-banking financial corporation <keyword id="4871966" type="General" weightage="20" keywordseo="Five-Star-Business-Finance" source="Orion">Five Star Business Finance</keyword> has been subscribed by just 0.02 times on the first of the IPO subscription process. At the same time, 30% of Archean Chemical Industries, was subscribed on November 9, its first day. This IPO opened on the same day as that of Five Star Business Finance. Five Star Business Finance’s IPO received poor demand from retail investors too as this portion was subscribed by 0.03 times. The Chennai-based lender plans to raise ₹1,960 crore through a complete offer for sale by the company’s promoters and existing shareholders. The company, which provides secured loans to micro-entrepreneurs and self-employed individuals, will not receive any funds raised from the IPO as all the shares are being sold by promoters. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Category of investors </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscription status </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Qualified institutional buyers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">0.03 times </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Non institutional investors </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">0.01 times </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Retail </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">0.03 times </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Overall </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">0.02 times </td></tr></tbody></table> The company has a strong presence in South India with assets under management (AUM) of ₹5,100 crore as of March 31, 2022 compared to ₹4,400 crore a year ago. It has a network of 311 branches in 150 districts, 8 states and 1 union territory and a workforce of 6,077 employees. Tamil Nadu, Karnataka, Andhra Pradesh and Telangana account for 85% of its overall portfolio. The company plans to deepen its presence in existing geographies through increasing the number of field officers and setting up new branches. The NBFC’s total income grew 19.5% from a year earlier to ₹1,254 crore in FY22, while its net profit grew 26.5% to ₹453 crore. While the pandemic seems to have ended, it impacted the NBFC by reducing disbursements from ₹2,408 crore in FY20 to ₹1,245 crore in FY21. “The effects of the Covid-19 pandemic on our future results of operations, cash flows and financial condition could adversely impact our ability to service our debt obligations and comply with the covenants in our credit facilities and other financing agreements and could result in events of default and the acceleration of indebtedness, which could adversely affect our results of operations and financial condition and our ability to make additional borrowings,” said the company in its draft red herring prospectus. The grey market premium (GMP) of the company’s shares are at just ₹10 per share. GMP is the premium at which IPO shares are traded in an unofficial market before they are listed on the stock exchanges. The IPO opened on November 9, and will close on November 11. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/pet-care-startup-supertails-com-raises-10-million-in-series-a-funding/articleshow/95406580.cms">Pet-care startup Supertails.com raises $10 million in Series A funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/archean-chemical-industries-ipo-subscribed-30-on-day-1/articleshow/95406373.cms">Archean Chemical Industries IPO subscribed 30% on day 1</a>

Five Star Business Finance IPO receives poor subscription of 2% on day 1

<ul><li>The outbreak of coronavirus has affected our daily routines. To ease our loneliness and boredom, we have turned to our furry companions who emerged as the brightest ray of light in our lives in the past two years.</li><li>As a result, India has seen an increase in pet adoption in the pandemic, with demand for dogs, cats, and other furry friends.</li><li>We speak to leading pet care brands in India to find out how this surge in adoption has translated into increased demand for pet food and care after the pandemic, how brands are increasing their marketing spends to leverage this demand, and a few trends that we can expect to see in the category as we move forward.</li></ul>Working from home has taken a toll on our mental health. Mounting uncertainty, work pressure and the physical stress of sitting in one position for hours has led to changes in our lifestyle and sleep patterns, which has added to the stress. However, for a fortunate few, our four-legged companions have been a bright, silver shining ray of light in our lives. Pets have provided a great source of comfort during these testing times and have rescued us from the uncertainty looming around. They have also helped foster a deeper connection between family members, pushed us to go out on a walk for some fresh air, put a smile on our faces by interrupting Zoom calls, and prepare for the big fight against COVID. As a result, India has seen an increase in pet adoption in the pandemic, with demand for dogs, cats and other furry friends as citizens looked for simple ways to ease loneliness and boredom. As per latest data shared by <a href="https://www.petex.in/petcaremarketinindia.htmlhttps://www.petex.in/petcaremarketinindia.html">Petex</a>, India is the fastest-growing pet care market in the world. After seeing a push due to the pandemic, it is expected to grow at 14% annually to become a $490 million (₹33000 million) market by 2022 and Pet food market alone is projected to cross $310 million (₹20000 million) by 2022. MARS Petcare currently generates $40 billion in annual sales globally and houses the biggest pet food and care brands like Whiskas, Pedigree, Royal Canin, Pet Partners, to mention a few, and has witnessed an upsurge in new customers after March 2020. In a Euromonitor research report from 2019, it was reported that MARS Petcare maintains its leadership through brand Pedigree in India. Telling us how the market has changed lately, Ganesh Ramani, Managing Director, <keyword id="12204844" type="General" weightage="20" keywordseo="mars-petcare-india" source="Orion">MARS Petcare India</keyword> said, “During the pandemic, the brand saw an upsurge in pet parents entering the category. The demand for pet products towards the end of the year was much more than what the normal used to be during pre-COVID. The fact that pet parents have spent a lot more time with their pets during the lockdown and work from home phases, it led to parents indulging into a lot of products. Additionally, a lot more people, especially those who live alone, have adopted pets over the last few months. The brand has also encouraged the adoption of pets via various campaigns and activities under the Pedigree and Whiskas brands.” Petcare brand Supertails, which caters to all pet care needs, saw an increase in demand for vet consultations. It is doing more than 2000 consultations every month. Varun Sadana, Co-founder of Supertails, shared, “During the pandemic, people faced anxiety, depression, mental health issues and that was the period when pets played a crucial role in their life to get over the struggle. The pet adoption rate is above 10% with the GenZ contributing to the new pet parents population. At an overall level, the market has increased more than 20% CAGR in the last 2 years of the pandemic. Some brands like Purina have talked about 80%+ growth in the last year itself. Also, considering a large set of new pet parents are GenZ, there is a want of so much information and curiosity of being updated in pet parents. This is the first generation which is looking at pet parenthood rather than pet ownership. We expect the dog adoption rate to increase upwards of 15%.” Heads Up For Tails has witnessed a surge in demand for pet food and pet care products like grooming products, toys, walk accessories. Egro, it has been focusing on casting a wider net to attract more consumers. Rashi Sanon, Founder, Heads Up For Tails said, “We do have several new products planned to cater to customer demand. That being said, we also hope to expand our customer reach through new stores. Currently, we have 41 stores across the country, we have 8 more in the pipeline so we can connect with more pets and their families. Additionally, we’re focusing on building relevant content and an engaged community of pet people. We’re also keen on continuing product innovation alongside online growth and retail expansion.” To leverage this demand, pet care brands are leaving no stone unturned to reach out to pet parents through engaging content. They have increased their focus on e-commerce channels to expand their digital ‘paw-print’ and are spending more on digital media and TV to connect with paw-some parents. According to exclusive data shared by TAM AdEx with Ad and Media Insider, the animal feed category, which includes all kinds of animal food, saw an uptick in TV and digital spends. During July to September 2021, TV dominated the animal feed category in terms of ad insertions followed by digital and print. <div type="image" title="tam - animal care" msid="86617236" hostid="261"></div> TAM’s report further revealed that Pet Essentials, Mars International India and Hills Pet Nutrition were among the top three advertisers on digital media during April to June quarter of 2020 and 2021. Mars International also had a 29% share in print ads and 10% on TV from the overall animal feed sector in 2021. <div type="image" title="mars - ad share" msid="86617254" hostid="261"></div> Trends in Pet Care Category Pet care brands told us that pet parents are now asking and Googling for the right food and nutrition and parenting techniques and doing a lot for their pet’s overall wellness. “Pet parents are being more mindful of the kind of products they’re using for their pets. They’re asking more questions and learning more about the specific products and lifestyles their pets need. They’re certainly opting for products with more organic ingredients, products that are being made sustainably and so on,” said Sanon. Wiggles.in's Founder and CEO, Anushka Iyer, told us that pet parents are also looking for plant-based options now. "Wiggles.in predicts an upward surge in CBD-based products such as Pain Relief Therapy Oils and CBD infused treats to tackle pain management in senior pets since the global CBD pet products market is anticipated to witness a CAGR of 41.3% during the forecast period from 2021 to 2026. Immunity-boosting probiotic, gut-healthy strips that dissolve in the pet’s mouth are trending and disrupting the traditional pill-administering format, confirm veterinarians. Pet grooming products that include probiotics are evolving into an upcoming segment. Since 20% of the population is vegetarian in India, pet parents are insisting on vegan or plant-based pet food for their pets. Mental health in pets is gaining prominence, hence anxiety training in pets especially curated for anxious pets is leading. Pet insurance and cashless hospitalization, when it comes to injuries or accidents in pets, is a new category that prominent finance houses are delving into," said Iyer. As per Ramani, a lot of metro pet parents have moved to their native cities taking their pet along or adopting a pet in their hometown, which contributes to the rest of urban and smaller towns growing faster. This has pushed pet care brands to focus more on strengthening their presence across the country through e-commerce channels. “As a part of the changing buying behaviors observed during the pandemic, the brand also started distributing their products through grocery marketplaces like Amazon, Dunzo, Big Basket and Petshop online portals. While e-commerce continues to be a critical channel for the brand to bridge the distribution gap, Whiskas is also slowly expanding to new cities and markets across the country,” said he. Listing a few other trends that he is expecting to see in the pet care category in near future, Ramani added, “1. Increase in ownership of cats, adoption of street cats &amp; purchase of breed cats, 2. Increase in spends on MPF and additional discretionary spends on treats, 3. Significant increase in cat-friendly spaces, spa’s and other grooming products, and 4. Increase in activists supporting stray cats in terms of feeding, vaccinations, care, etc. Pet care brands also changed their marketing strategy to connect with consumers. Some people have reservations about adopting cats due to negative associations or superstitions, especially when it comes to caring and nurturing felines. Whiskas’ launched a new campaign that aimed at educating cat parents to reinforce how cats are cute and curious, not with any of the vile, stereotypical and unfavorable qualities associated with them. Supertails, on the other hand, is now preparing for a campaign for world rabies day, considering India is the largest country affected by rabies. As these newly-adopted pet babies during the pandemic grow bigger, their food requirements will also increase. Experts are, therefore, hoping to see a prolonged demand for pet adoption, food, care and nutrition and are looking at using the right marketing tools to further encourage pet adoption and the right amount of care.

As more people adopt furry companions in India, pet care brands are upping their marketing game and expanding their e-commerce presence to connect with consumers

<ul><li>Marked with great fanfare and fervour, Diwali is the season of not just lights, colours, and sweets but also family reunions and bonding sessions. It is the festival of homecoming and togetherness.</li><li>Brands also make the most of this shopping festival to connect with consumers and put together the biggest advertising carnival.</li><li>Here is a list of advertisements that stood out in the clutter.</li></ul>Traveling back home to spend time with our family, trying to make the perfect rangoli, untangling fairy lights to brighten up your home, and dancing after a sugar rush -- these are just a few things that make Diwali special. It is also one of the widely celebrated festivals in India that has turned into the biggest shopping festival. It is also an advertising carnival which brings up an opportunity for brands to reconnect with consumers as the overall market sentiment drastically improves. Brands pour in big monies on television, Out of Home, and digital mediums to reach out to consumers at multiple touchpoints. After a long-dry-spell, brands are making sure that they don’t miss this opportunity to reconnect with consumers and market sentiment has already picked up, as revealed by Axis My India report. Its November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +9, up from +7 last month. It has been rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics. Consumers are also more willing to step out now and shop locally. The report’s mobility net score reflects a constant improvement over the last four months. 88% of families said that they are going out the same or more on getaways/staycations /malls/restaurants, with travel bans being lifted and double vaccination providing easier movement opportunities. The overall mobility score is at -4, which is an improvement over last month at -5. This reflects slow but consistent progress in people’s sentiments for engaging in out-of-home activities. This Diwali, many brands decided to shine a spotlight on heroes who went unnoticed during the most difficult phase of this pandemic. They urged consumers to support different sectors of our society who have been badly impacted by COVID-19 and are struggling to make ends meet. A few of them also reminded consumers to keep aside crackers that harm the environment and celebrate the festival of lights and kindness with their four-legged companions. All brands played a joyful role by uplifting consumer sentiment and encouraging them to enjoy the festive season once again with their heartwarming campaigns. Here are a few campaigns that caught our attention: <keyword id="136808" type="General" weightage="20" keywordseo="cadbury-india" source="Orion">Cadbury India</keyword> <div type="Youtube" id="5WECsbqAQSk" title="Supporting Local Retailers This Diwali | Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/5WECsbqAQSk/mqdefault.jpg"></div> HP India <div type="Youtube" id="wxXhvjFvn_A" title="Diye Se Diya Jalao" thumbUrl="https://i.ytimg.com/vi/wxXhvjFvn_A/mqdefault.jpg"></div> Mother Dairy <div type="Youtube" id="CwhFSJDD0ks" title="Naya Riwaaj Dhara ke Saath" thumbUrl="https://i.ytimg.com/vi/CwhFSJDD0ks/mqdefault.jpg"></div> Supertails <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Tanishq <div type="Youtube" id="KzVQ_nY2M9k" title="Tanishq presents #Utsaah" thumbUrl="https://i.ytimg.com/vi/KzVQ_nY2M9k/mqdefault.jpg"></div> Greenply <div type="Youtube" id="crC5iEXzFXI" title="The Table - #YahanRishteBasteHain" thumbUrl="https://i.ytimg.com/vi/crC5iEXzFXI/mqdefault.jpg"></div> Vivo India <div type="Youtube" id="x7ab0tdj5Vk" title="Celebrate the #JoyOfHomecoming this Diwali" thumbUrl="https://i.ytimg.com/vi/x7ab0tdj5Vk/mqdefault.jpg"></div> Wiggles <div type="Youtube" id="EwjkAqY_3aM" title="Umeed Bhari Diwali | A Wiggles.in Initiative" thumbUrl="https://i.ytimg.com/vi/EwjkAqY_3aM/mqdefault.jpg"></div> ZEE <div type="Youtube" id="hV3Jaxhb4VU" title="Yeh Diwali Kisson Wali - Vocal For Local - Zee Diwali" thumbUrl="https://i.ytimg.com/vi/hV3Jaxhb4VU/mqdefault.jpg"></div> Greenlam <div type="Youtube" id="irGY9KWsAH4" title="Celebrate Diwali at home" thumbUrl="https://i.ytimg.com/vi/irGY9KWsAH4/mqdefault.jpg"></div> Godrej <div type="Youtube" id="7if8VXEy4A8" title="The recipe of #CookingGoodness | Godrej Group" thumbUrl="https://i.ytimg.com/vi/7if8VXEy4A8/mqdefault.jpg"></div> Havells <div type="Youtube" id="IZqiI-lJH0o" title="Havells Hexo Mixer Grinder | Powerful Mixer Grinder | Tamil" thumbUrl="https://i.ytimg.com/vi/IZqiI-lJH0o/mqdefault.jpg"></div> LG Electronics <div type="Youtube" id="Yxzbjl5WZ5E" title="Roll Out The Future With LG OLED #OLEDNSRK" thumbUrl="https://i.ytimg.com/vi/Yxzbjl5WZ5E/mqdefault.jpg"></div> Pickrr <div type="Youtube" id="JuO-Q-gTwSM" title="This Diwali celebrate happiness with your loved ones #KhushionKiTarakki by Pickrr" thumbUrl="https://i.ytimg.com/vi/JuO-Q-gTwSM/mqdefault.jpg"></div> CottonKing <div type="Youtube" id="w9WsnJCQp0c" title="CottonKing | Bhaubeej Film | Tejashree Pradhan | Abhijeet Khandkekar | Mayur More | ADbhoot" thumbUrl="https://i.ytimg.com/vi/w9WsnJCQp0c/mqdefault.jpg"></div> Spice Money <div type="Youtube" id="7w_Hjda5Adg" title="Spice Money wishes everyone &quot;Dil se Diwali&quot;!" thumbUrl="https://i.ytimg.com/vi/7w_Hjda5Adg/mqdefault.jpg"></div>

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