How Heads Up For Tails Built a Pet-First Business That Redefined Customer Experience
In a world where businesses chase profits, Heads Up For Tails (HUFT) chose a different path. Rashi Narang and her husband, Samarth Narang, built a company where pets always come first, and business follows. Their journey began with a simple frustration—finding high-quality pet products in India was nearly impossible. Instead of accepting the status quo, Rashi set out to create a brand that put pets and their well-being at the center of everything.
Despite facing over 200 rejections, she refused to give up. Investors and retailers dismissed her idea, claiming the pet industry in India was too niche. However, Rashi believed in her mission to improve pet care standards. Over time, HUFT gained trust, expanded its reach, and today, operates in 18 cities across India, Singapore, Kuwait, and Russia.
This is more than just a business success story—it is a masterclass in customer experience (CX). HUFT’s commitment to trust, quality, and emotional connection sets it apart. From its pet-first philosophy to its customer-driven innovations, every aspect of HUFT reflects a brand that truly listens, adapts, and delivers.
A Business Born from a Customer Need
Great businesses solve problems, and HUFT is no exception. When Rashi adopted her dog, Sara, she struggled to find safe, high-quality pet products in India. The market was filled with generic, low-quality options that did not meet the needs of caring pet owners.
Instead of compromising, she took matters into her own hands. She designed and created products that met her standards. Soon, other pet parents noticed and wanted the same level of quality. This demand validated her belief that Indian pet owners deserved better.
As a result, HUFT was built on deep customer insight rather than just a business opportunity. From day one, the brand’s focus was clear—prioritize the needs of pets and their families above everything else.
From Rejection to Customer Loyalty
The early years were tough. Retailers refused to stock HUFT products because they doubted the market potential. Investors turned her down repeatedly. Yet, instead of changing her vision, Rashi stayed close to her customers.
She built the brand through direct interactions, pop-up stores, and community events. This approach allowed her to understand pet parents’ needs on a deeper level. Gradually, as word spread, HUFT gained a loyal following.
Customer experience remained the brand’s strongest pillar. Unlike competitors that focused on discounts and aggressive marketing, HUFT relied on trust, relationships, and quality. This approach not only set them apart but also ensured that customers kept coming back.
Relentless Focus on Quality and Innovation
Many brands claim to focus on quality, but HUFT takes it to another level. Every product undergoes rigorous testing, ensuring it meets the highest safety standards.
In fact, Rashi and Samarth personally test (and even taste!) their products before they reach the market. This level of commitment is rare, and it reinforces customer trust.
Beyond quality, HUFT constantly innovates based on customer feedback. Whether it’s designing eco-friendly toys, creating nutritious pet meals, or launching products for specially-abled pets, the brand stays ahead by anticipating customer needs.
Beyond Business: A Mission to Give Back
Customer experience isn’t just about selling products—it’s about building a meaningful connection. HUFT understands this deeply and has made giving back an integral part of its DNA.
Through the HUFT Foundation, the company channels resources into rescuing and rehabilitating stray animals. They also design products for specially-abled pets, ensuring that no animal is left behind.
This mission-driven approach creates an emotional bond with customers, making them feel like they are part of something bigger. As a result, HUFT doesn’t just sell products—it creates a community of pet lovers who share the same values.
Customer Experience: The Core of HUFT’s Success
While many businesses focus on sales, HUFT focuses on relationships. The brand’s success stems from putting customers at the center of every decision.
Here’s how HUFT delivers exceptional customer experience at every touchpoint:
- Listening to Customers – The brand constantly gathers feedback to improve its products and services. Every suggestion is valued and implemented whenever possible.
- Personalized Offerings – HUFT understands that every pet is unique. From customized accessories to tailored nutrition plans, the brand ensures that customers find exactly what they need.
- Engaging Community Events – HUFT hosts workshops, adoption drives, and pet-friendly meetups, creating a space where pet parents can connect and learn.
- Seamless Online and Offline Experience – Whether customers shop in-store or online, they receive consistent, high-quality service. The brand’s digital experience is user-friendly, ensuring a smooth shopping journey.
- Transparency and Trust – Unlike brands that hide behind marketing jargon, HUFT is honest about its ingredients, sourcing, and business practices. This openness builds long-term loyalty.
What Entrepreneurs Can Learn from HUFT’s CX Strategy
HUFT’s journey offers valuable lessons for businesses looking to enhance customer experience and brand loyalty:
- Solve a real problem – Rashi identified a gap in the market and built a brand that addressed a genuine need.
- Stay close to your customers – Direct interactions and community engagement helped HUFT understand and anticipate customer needs.
- Prioritize quality over short-term gains – Instead of cutting costs, HUFT invested in premium products and long-term trust.
- Build emotional connections – By aligning its mission with customer values, HUFT created a deeply engaged and loyal community.
- Give back to the ecosystem – The HUFT Foundation reinforces the brand’s commitment beyond profits, strengthening its brand image.
The Future: Expanding Without Compromising Values
As HUFT continues to expand globally, one thing remains unchanged—its unwavering commitment to pets and their well-being. The company plans to renovate existing stores, launch new product lines, and enter more international markets.
However, Rashi and Samarth are clear about one thing—growth will never come at the expense of customer experience and core values. Instead of chasing numbers, HUFT will continue to prioritize relationships, trust, and quality.
Final Thoughts: A Business Built on Love and Trust
HUFT’s story proves that a customer-first approach leads to long-term success. By staying true to its mission, values, and commitment to quality, HUFT has built more than just a brand—it has created a movement.
For pet parents, HUFT isn’t just a store—it’s a trusted partner in their journey. For entrepreneurs, it serves as a shining example of how passion, persistence, and customer experience can redefine an industry.
