But the more I dug in, the more I realised a deeper problem—the food we were selling wasn’t solving anything.

Most of it was imported kibble, biscuits, treats—processed, preservative-heavy, and barely regulated. Pets were developing digestive issues, skin flare-ups, and behavioural changes, and it wasn’t just a few isolated cases. The industry had normalised low-quality nutrition as convenience. Worse, there wasn’t a single Indian, homegrown brand doing anything about it at scale.

I knew we had to evolve, completely. Not just the product line, but the entire mindset behind Goofy Tails. This wasn’t just about commerce anymore. It was about being accountable.

That shift needed hands. And not just any hands. That’s when Kartik and Kunal officially joined the mission. Kartik brought deep digital and e-commerce expertise, while Kunal was an expert at sourcing products. With the three of us in sync, we started building the next version of Goofy Tails.

In 2018, we launched our first natural product, preservative-free yak milk bones. Simple, clean, and healthy. The response was immediate. Pet parents loved it. That gave us the confidence to move forward, but developing full meals? That was a different beast altogether.

Then in 2020, I brought home Junior, an American Bully.

From day one, I fed him high-end kibble—premium brands, grain-free, imported. But it didn’t matter. He developed skin and derma issues, just like Jerry. We ran multiple allergy tests. The results were shocking: many ingredients in even the “healthy” kibble—chicken meal, certain grains, and even pumpkin—were triggering allergic reactions.

Once again, I was back to square one. Confused. Frustrated. Determined.

Dr. Kunal suggested we try home-cooked meals. I took it seriously and enrolled in a pet nutrition course. I created a completely customised diet for Junior. Within 15–20 days, his skin cleared up. He started gaining healthy weight. Even the vet was surprised at the turnaround.

That was the moment it clicked: this wasn’t just about my dog anymore.
It was about every pet who couldn’t speak up for themselves.

We started testing the same nutritional protocols with other customers. The results were consistent—fewer allergies, better gut health, visible coat improvement, and increased energy levels. Even my mentor pulled me aside and said, “You’re sitting on something that the whole city—maybe the whole country—needs. What are you waiting for?”

So we got to work. Months of iterations, multiple rounds of trials across vet clinics, and daily feedback loops. Nothing was rushed. We weren’t aiming for perfection—we were chasing purity.

In 2022, we launched our first fully formulated, ready-to-eat meal: Chicken & Quinoa Wholesome Meals for Dogs and Puppies.

It hit instantly. Pet parents were hungry for something honest. Something they could trust. While our toy line continued to perform, we noticed something troubling: designs we created in-house were getting copied, even the unique ones. It was frustrating, but also clarifying.

Nutrition wasn’t just a product category. It was a necessity. It was our mission.

So we doubled down.

Goofy Tails became a 360° nutrition-first brand, focusing on real food, natural supplements, functional treats, and vet-formulated meals. We’d found our purpose again, and this time, it wasn’t in a basement. It was in every kitchen, every clinic, every bowl that a pet licked clean and felt better from.

This wasn’t a pivot.
It was the final piece of the puzzle.

-By Karan Gupta