Ever wanted to get a pet but felt overwhelmed by the responsibility that comes with it? You’re not alone—and you don’t have to worry anymore.

At Ascendants, we recently spoke with Mr. Nikhil Chaudhari, Founder of Tale of Tails, a platform designed to support every pet parent on their journey to raising a happy, healthy furry friend.

Tale of Tails is on a mission to improve the lives of pets and their parents through smart, tech-driven solutions. Our goal is to promote responsible pet parenting by equipping pet parents with the right knowledge and connecting them to a trusted ecosystem of partners.

Genesis of Tale of Tails

“The inspiration behind Tale of Tails came from a very personal place,” the founder shares. “I lost my community dog, Tiger in 2021 because we couldn’t get him the right help in time, and that moment really stuck with me, I knew something had to change.”

At the time, he was leading brand and business at a startup, and making the shift wasn’t easy. “Through research, I realized that while the pet industry in India is growing rapidly, it’s still in a very early stage 65% of pet parents are first-timers, and 85% of the pet care ecosystem is unorganized.”

Tale of Tails started by creating a discovery platform of verified and certified pet care providers, and quickly grew into a broader mission. “We saw that pet parents lacked basic support unlike parenting a child, there’s no inherited knowledge or community guidance for raising a pet.” To address this, he began sharing expert insights online and building a community. “Our goal is to make pet care more accessible, empathetic, and informed—for everyone.”

India’a Pet Market Size and Growth Rate

• The Indian pet care market reached $3.6 billion in 2024, up from $1.6 billion in 2019, and is projected to double to at least $7 billion by 2028.
• Longer-term forecasts estimate the market could reach INR 2.1 trillion (about $25 billion) by 2032, reflecting a compound annual growth rate (CAGR) of 19–20%.
• Other estimates suggest a CAGR of 13.9% to 20%, making it one of the fastest-growing pet care markets globally.

The Disconnect

Nikhil explains that many people are entering the field for financial reasons rather than genuine empathy for animals, leading to a serious disconnect. “Pet parents today treat their pets like their own children, and they expect the same level of care and compassion—but that’s often missing.”

“We act as a bridge between pet parents and service providers, so ultimately it’s the provider’s responsibility to ensure their team genuinely cares for animals,” he explains. “But it starts with identifying the right people—those who truly love animals—and then building the required skills on top of that.

Even in our own team, we ask simple but telling questions: Are you a pet parent? Have you been involved in rescue work? Do you feed community dogs around your neighborhood? These are green flags. If someone hasn’t done any of these, we dig deeper into why they want to enter the pet care industry—because if love for animals isn’t the motivation, that’s a concern. You can’t rely on training alone. It’s not just about qualifications; empathy and intent matter just as much, especially in a space where pets are treated like family.”

What challenges did you face in building a pet tech company in India, and how did you overcome them?”

“We’re still in the process of building, but one of the biggest challenges so far has been finding the right people—especially those who truly have empathy for animals,” he says. “If you look at a pool of 100 people, maybe only 20 genuinely love animals. The rest are either indifferent or, in some cases, even uncomfortable around them. And when you’re building a pet tech platform, empathy isn’t optional—it needs to reflect in the product.

A lot of developers might have strong technical skills, but if they don’t understand or care about the emotional needs of the pet or pet parent, it shows. For example, when we were developing the app, we initially overlooked something as specific as a female dog’s heat cycle. It might seem like a small detail, but for pet parents, it’s a huge deal. Their dog’s behavior changes, their emotions are heightened—it affects daily life. So, we added a feature to track the fertility cycle, helping pet parents better understand and manage their pet’s needs. That’s why, for us, empathy is at the core of every tech decision. It’s not just about solving problems, it’s about really understanding the emotional journey of both the pet and the parent.”

Services Offered by Tale of Tails

Tale of Tails offers an array of services like :

• Veterinary Consultation: Access to professional vet advice for your pets, including in-home and online appointments.
• Nutritional Consultation: Guidance on pet nutrition and diet planning from experts.
• Pet Sitting Services: Arrangements for trusted pet sitters to care for your pets when you are away.
• Pet Training: Professional training services for pets, including behavior modification and socialization.
• Animal Rescue Advice: Support and advice for rescuing and caring for community animals.
• Pet Boarding: Facilities for boarding pets during your absence (as referenced in their service provider listings).
• Pet Walking: Services to ensure your pets get regular walks and exercise.
• Pet Grooming: Grooming services for pets, including baths, haircuts, and hygiene maintenance (referenced on their social media).
• Community Animal Support: Initiatives and support systems for community and stray animals.
• Pet Events & Socialization Camps: Organization of pet socialization events and camps, both online and offline, led by expert trainers and behaviorists.
• Pet Consultancy (TOT Pet Buddy): Personalized pet parenting support through trained consultants.
• Appointment Management: A platform to schedule and manage appointments with various pet care service providers.
• Pet Care Provider Listings: Directory of trusted vets, trainers, nutritionists, behaviorists, and more in your area.
• Rewards and Loyalty Programs: Earn points (Pawlove and TOT credits) for using services, which can be redeemed for discounts.

These services are accessible via their website and app, with the ability to book appointments, filter by service category, and choose between in-home or facility-based care within a 15 km radius. The platform also offers educational resources and guidance to help pet owners make informed decisions about their pets’ health, nutrition, and well-being.

ALSO READ : How India’s Pet Care Boom Is Creating New Avenues for Small Business Owners