India, 7th Mar 2025: In a world where pets are often treated as property rather than family, one woman dared to change the narrative. Rashi Narang, co-founder of Heads Up For Tails (HUFT), along with her husband Samarth Narang, turned her unconditional love for animals into a mission-driven empire—one where pets always come first, and business follows. Today, HUFT is India’s leading pet care brand, with 90 stores across three countries, proving that passion-fueled entrepreneurship can create both impact and success.
On Season 2 of Rockford Circle, Rashi and her husband, Samarth Narang, shared the incredible journey of HUFT—a story of love, grit, and an unshakable commitment to pet well-being.
While Rashi was driven by her passion, the early years were anything but easy. Investors and retailers dismissed her idea, leading to over 200 rejections. But persistence paid off—HUFT’s commitment to quality and a pet-first approach eventually won the trust of customers, and soon, investors followed.
What began as a single store is now a multi-country operationwith a presence in 18 cities across India, Singapore, Kuwait, and Russia. A major milestone came when HUFT merged with PAWS, joining forces with like-minded entrepreneurs who shared their mission.
But HUFT isn’t just another pet-care company. It doesn’t rely on flashy ads or aggressive marketing. Instead, Rashi and Samarth have built the brand through trust, relationships, and an obsessive focus on quality. Every product undergoes rigorous quality checks—so much so that Rashi and Samarth personally test (and even taste!) the items to ensure human-grade standards.
Central to HUFT’s ethos is a profound respect for animal life. As Rashi passionately articulated, "The word 'pet owner' is just flawed and it shouldn't exist because I don't think it's fair to assume that we can own another being at a spiritual level. We can own commodities but can't own another life, especially one that brings us so much joy and love. It's like you can't say you own your kid. We can be pet guardians, pet friends, siblings, parents, but not owners."
This philosophy underscores HUFT’s commitment to treating animals as family members, not possessions.
Giving Back: The HUFT Foundation & Beyond
Beyond selling top-tier pet products, HUFT is on a mission to give back. Through the HUFT Foundation, the company channels profits into rescuing and rehabilitating stray animalsand designing products for specially-abled pets.
For Rashi and Samarth, success isn’t measured in revenue—it’s measured in impact. Their journey proves that when you stay true to your values, put customers first, and refuse to back down, you can turn passion into a thriving global business.
Their advice to young entrepreneurs? Stay close to your customers, embrace the hustle, and above all—never compromise on your values.
As HUFT continues its global expansion, one thing remains unchanged—their unwavering love for animals. They’ve built a business where pets come first, and success naturally follows.
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