From Startup Struggles to Industry Leadership in Pet Care

1..What inspired you to start HUFT, and what gap in the pet care market were you aiming to fill when you began?

Rashi Narang : The inspiration for HUFT came from a deeply personal place. In 2006, my husband gifted me a puppy named Sara for my 24th birthday, and she completely stole my heart. Growing up, I’ve always grown up with dogs, but Sara brought an entirely new perspective on the bond we share with pets. 

However, at that time, I struggled to find quality products that catered to pets’ real needs. There were plenty of pet products on the market, but they lacked the attention to quality, safety, and care that I was looking for.

The gap I saw was clear: there was a lack of well-designed products that could offer pets the same level of care and attention that we, as pet parents, would give to any other member of the family. From there, I set out to create a brand that would not only offer high-quality pet products but also elevate the way people view and treat their pets—moving beyond the idea of pets as animals and recognizing them as true family members.

The mission was simple: to provide pets with products that are backed by science, are thoughtful with great design, and made with the love and care they deserve. HUFT was born out of that passion, and it continues to guide everything we do today.

2. Starting a business in the pet industry comes with unique challenges. What were the biggest hurdles you faced in the early days, and how did you overcome them?

Rashi Narang : The early days of HUFT were full of challenges—some expected and others completely unforeseen. One of the biggest hurdles was that the pet care industry in India was virtually non-existent when I started. The concept of high-quality pet products wasn’t even on the radar for most pet owners. In fact, I faced a lot of resistance from retailers when I tried to get my products into stores. Over 200 stores rejected me, saying that pet products were not a viable market.

But a voice inside my head told me something different. I pivoted and started taking my products directly to the customers, setting up small pop-up stalls during festivals like Diwali and Christmas. I wanted to connect with pet parents, understand their needs, and show them that products for pets could make a difference in their lives. That approach helped me gather real feedback, which was invaluable as I refined our offerings.

Another challenge was running the business while living overseas for a few years, as my husband got transferred with his job a few months after I started HUFT. Managing everything remotely, especially in a market that was still in its infancy, was extremely tough. Logistics, supply chains, production and even local partnerships were not easy to manage from afar. But I kept pushing forward, building a small team back in India and staying connected with my customers through direct channels, including our first kiosk in Select City Mall, which helped keep the momentum going.

Through persistence, creativity, and a deep belief in the mission, I managed to navigate these early hurdles. And while the challenges were tough, they ultimately shaped the company’s growth and instilled a resilience that has carried HUFT forward to where it is today.

3. Scaling Growth: HUFT has become a leading name in the pet care industry. What were the key strategies that helped you scale from a single store to a national brand?

Rashi Narang: Scaling HUFT from a single store to a national brand involved building a strong brand foundation centered around a deep connection with customers. We prioritized high-quality, problem-solving products, including sustainable options, and listened closely to customer feedback, tailoring products to meet their needs. Starting with small kiosks and pop-up stalls allowed us to refine our offerings and establish a nationwide retail presence. Strategic investments and partnerships helped us expand operations and marketing, while our e-commerce growth, through a seamless digital experience, tapped into the online shopping trend. Building a passionate team aligned with our vision and maintaining a commitment to sustainability and social responsibility has helped us build lasting relationships with customers, allowing us to grow into a trusted name in the pet care industry.

4. Innovation and Differentiation: The pet industry is highly competitive. How has HUFT maintained its edge in terms of product innovation and customer experience?

Rashi Narang: HUFT has maintained its edge by constantly focusing on both product innovation and enhancing the customer experience. We’ve prioritized understanding the evolving needs of pets and pet parents, which drives our product development. From creating unique, breed-specific products like orthopedic beds to sustainable options such as upcycled toys, we aim to fill gaps in the market. Additionally, our spas offer a one-of-a-kind grooming experience, ensuring pets not only look great but feel relaxed and cared for. 

We’ve also expanded our offerings with wholesome, high-quality food and treats, like Sara's Treats and Sara's Wholesome Food, made from human-grade ingredients to promote pet health. In terms of customer experience, we’ve made sure our stores and online platforms are engaging, with personalized services and expert advice. By staying connected with our customers through feedback and consistently improving our offerings, we're grateful to be a go to choice for many pet parents in the country. 

5. Would you be open to mentoring early-stage startups in the pet retail space? What key advice would you offer to entrepreneurs trying to establish themselves in this sector?

Rashi Narang: I’m already actively involved in mentoring early-stage startups. My key advice to entrepreneurs looking to establish themselves in this sector would be to focus on solving real problems for pet parents and building genuine connections with customers. Start small, test your products with real feedback, and be willing to pivot based on that input. Consistency in quality, a strong brand ethos, and the ability to adapt to changing market trends are essential. 

6.Entrepreneurial Lessons: As a successful entrepreneur, what are the most valuable business lessons you’ve learned from building HUFT?

Rashi Narang: One of the most profound lessons I've learned is the importance of building a brand that has heart—a brand that stands for something greater than simply selling products. At HUFT, our mission has always been rooted in a deep love for animals and a commitment to social responsibility. It’s never just about the bottom line; it’s about creating a legacy that truly makes a difference. When you pour genuine passion into what you do and align your values with your business, you don’t just build customer loyalty—you create meaningful connections that resonate with people on a deeper level. For me, that’s what drives true success.

Building HUFT has also taught me that patience and perseverance are essential. Success doesn’t happen overnight, and the journey is filled with both challenges and triumphs. Listening to your customers is key—they are the ones who inspire meaningful innovation and growth. And, perhaps most importantly, invest in your team. Surround yourself with people who share your vision and are passionate about the mission.

The ultimate lesson is staying true to your core values while remaining adaptable to change. The ability to evolve, while never losing sight of what matters most, is what enables long-term growth and impact.

7.Future Vision: Where do you see HUFT in the next five years, and how do you plan to adapt to the evolving needs of pet parents?

Rashi Narang : In the next five years, I see HUFT continuing to grow as a trusted and beloved brand in the pet care space, with a strong focus on innovation and expanding our reach to more cities and communities. We aim to provide a holistic experience for pet parents, offering not just high-quality products but also services like our spas, specialized food and treats, and expert pet care solutions. We’ll continue to listen to our customers’ needs, keeping them at the center of everything we do, whether it’s through product development or enhancing our services.

As pet parents’ needs evolve, we’re committed to staying ahead of the curve. This means embracing new trends in pet wellness, sustainability, and technology. We’ll focus on offering products and services that not only solve immediate problems but also enhance the overall well-being of pets and strengthen the bond between pets and their families. We’re also excited to build stronger digital experiences, making it easier for pet parents to access the care and products they need, anytime and anywhere.

In short, HUFT will continue to be a brand that’s deeply connected with both pets and their families, evolving with them and remaining a true partner in their pet care journey.