About Tailsetter
Designed for pets. Built for the homes they live in.
We started Tailsetter this year, after ten years of watching the Indian pet market sell the same generic products to people who deserved better. This page is what we're doing about it — including the parts we haven't finished yet.
Why we started
Two people with the same complaint
Between us, we've spent more than ten years working in the pet industry. Long enough to know how most of it actually works.
Most pet products sold in India aren't designed. They're sourced. Someone finds a cheap unit, puts a name on it, and lists it. There's no standard, no testing worth the name, and nobody accountable when the clip gives way on a walk or the bowl cracks inside a month.
We got tired of it — not as people in the trade, but as people with pets at home.
So this year we started Tailsetter. Not because we had it all figured out, but because somebody had to start asking better questions of this category.
Most pet products in India aren't designed. They're sourced.
Rishabh & Sneha
Co-founders, Tailsetter
The problem
The Indian pet aisle gives you two options
Neither one was built for a pet parent here, in a home like yours, on a budget like yours.
-
01
Cheap imports
No brand, no standard, nobody to call when it breaks. Priced low enough that you buy it without thinking — and buy it again four months later.
-
02
International brands
Genuinely good, most of the time. Priced for a market that isn't this one, and made for homes that look nothing like yours.
-
03
And nothing in between
That empty middle is the whole reason we exist. Things worth keeping, at prices that make sense in India.
Where we are today
The honest version of our range
Ten products, sixteen variants — grooming, paw care, feeding, training, toys. The everyday things. Every one of them goes through material safety testing before it ships to you.
This is a starting point, not a destination. We'd rather tell you that than dress it up.
Grooming
Brushes, clippers and bath tools for the weekly routine.
ViewPaw Care
For muddy walks and scratched-up floors.
ViewFeeding & Drinking
Fresh water without the constant refilling.
ViewTraining
Target sticks for positive reinforcement.
ViewToys
Squeak and light, for dogs who need a job.
ViewWalking
A leash that holds when it matters.
ViewDrag to explore
How we decide
Four things we won't trade away
Every brand says it cares about quality. Here's what that actually means in the decisions we make.
-
01
If it breaks, it wasn't cheap
A product that fails in three months costs you more than the one that didn't. We'd rather price honestly the first time than sell you the same thing twice.
-
02
Tested before it ships
Material safety testing on every product we sell. Not a badge on a listing — an actual step we pay for.
-
03
It has to live in your house
Your dog's bowl sits in your kitchen. The leash hangs by your door. If it looks wrong there, it doesn't matter how well it works — we won't sell it.
-
04
We say what it does. Nothing more.
No health claims we can't prove. No "vet approved" unless a vet approved it. No numbers we can't show you the source of.
Where we've got to so far
0+
Pet parents have bought from us
Pan-India
We ship to every state we can reach
0
Places to buy — here, Amazon and Flipkart
7 days
To change your mind and send it back
What's coming
The part we're actually excited about
Five new products land soon, and these are the ones that show what we mean. Better materials, better build, actually designed rather than picked off a catalogue page.
We'd rather show you than tell you — put your name down and you'll be first to see them.
Bubble Collar
Coming soonHeart Charm Collar
Coming soonZen Bowl
Coming soonHydroGo
Coming soonPuzzle Mat
Coming soonJust as important
Things we won't do
- Win on price by cutting the product.
- Make health claims we can't prove.
- Write our own reviews.
- Pretend to be bigger than we are.
- Tell you how to parent your pet.
We're at the very start of this.
Which means everything on this page is something you can hold us to. If we get it wrong, tell us — we're small enough that the message reaches us directly.
— Rishabh & Sneha