Are you filled to the brim with adoration when you look at wagging tails, drooling mouths and button eyes? Do woofs and meows bring a wide smile to your face? Well then why not build a career out of it? 🙂
Rashi Narang, founder of Heads Up For Tails talks about her passion for animals and the setting up of her online pet store for “pawsh and fun doggie couture”, and her online blog on Animal Awareness.
To check out TYS’s photoshoot on Heads Up For Tail’s creative products, click the link below!
http://theyellowsparrow.com/heads-up-for-tails/
Q. What triggered you to start up?
A. My beautiful dog- Sara! When she came into my life, I was quite disappointed with the products I found in the market. There was barely any variety and the quality was terrible. That’s when I decided to launch my own label offering pet parents lots of different, fun products for their pets!
Q. Where did your inspiration vaults lie in starting a blog on animal awareness along with your venture in the pet industry?
A. I found that people weren’t really aware on what was right/wrong for their dogs- when it came to food, grooming, training and overall well being. So we started our blog as a small attempt to build awareness. There’s still a long way to go!
Q. What were some of the challenges that you faced?
A. There were a lot of challenges. Limited Knowledge, limited support, limited resources, and the hundreds of challenges that come along with that! Also, since we are such a niche category, things get even harder!
I had no previous exposure in retail or e-commerce, and whatever I know now has been learnt along the way. It’s thus been a very steep learning curve. Other than that, limited resources is something that most start ups face. With limited resources, it is challenging to hire top quality staff, to spend on marketing, to invest in inventory and grow your business. When I started out, people’s reactions were VERY amusing. They would stop in shock when they crossed my kiosk, sometimes back track their steps and say, “This is for DOGS?!”. Reactions were followed by giggles, smirks and many a times I got the ‘Are you crazy” look 🙂
However, the last few years, we’ve built up a very strong and loyal clientele plus there has been a huge shift in perception with growing awareness which is a positive sign!
There is tons of competition coming up. Just like with any new niche, everyone wants to give it a try. But competition is always good- it keeps us thinking stronger and harder on how to be a step ahead!
The HUFT kiosk at Select Citywalk, Saket, New Delhi
Q. Do you think your corporate experience helped you before starting up? Why?
A. No, unfortunately not. I did something completely different before. I worked in HR in an extremely professional, organized setting in Citigroup, London! Starting up in India needed an entirely different set of skills, many of which I didn’t have and acquired later on by learning on the job.
Q. Who was your first client?
A. A very nervous me, put up a stall at the Australian High Commisions Spring Fair to try out the market. And I can tell you, I was delighted by the response! My first customers were those who shopped there. There was so much excitement in everyone’s voice to see something so new! It was absolutely amazing.
Q. What is your craziest creation?
A. The sherwanis and tuxedos for dogs! We recently even did the cutest doggie Tutus!
Q. What is that one product which sells like hot cakes?
A. Our Bowties and Bandanas do very well!
Q. How did you fund your business?
A. I self funded it with my small savings from my job.
Q. What did you want to be when you were a kid?
A. A Vet 🙂
Q. What is your team size?
A. We are a team of 12 people, and growing!
Q. How has your journey been so far?
A. Hectic. Crazy. Insane. Super exciting. Just a year and a bit into the venture, my husband was posted overseas with his job. Running Heads Up For Tails has been extremely challenging given that I am away most of the time, but I’m so passionate about what I do that closing it has never been an option! I’m just trying to take one step at a time!
Q. Where do you see this going in the next five years?
A. I hope that we can increase our presence both online as well as offline. We have just one kiosk at the moment at Select Citywalk, Saket. I’m hoping to grow this number multiple times over! More importantly that that, I hope that Heads Up For Tails can drive awareness and encourage the adoption of stray doggies who are hungry, injured, homeless and unloved.
Q. Any advice for our young entrepreneurs?
A. I’d say go for it! Follow your dream! Take one small step at a time, and keep going. You may face a zillion challenges, you may fall and fail, but just get up and try and you’ll reach tiny milestones and big milestones. Celebrate each of those, and just keep going! Just because it may take long, doesn’t mean that your dream won’t come true. If it’s something you believe in whole heartedly, It will succeed!
“Dream your dream. Follow your heart. Imagine. Listen to the wind. Drink sunsets. Be free. Let the wonder never cease. Believe. Wish on EVERY star. Create adventure. Be Kind.” 
– Debbie Coulter
