Dog food brand

Henlo dog food in India

Henlo is the house brand of the shop that sells it, which Supertails states where it sells and not where it ranks. This page records who owns it, who makes it, the one FSSAI licence number found across eight brands, and what it costs across five retailers.

Quick answer

Henlo dog food is the house brand of Supertails, the shop that sells it. Supertails says so on its Henlo collection page, and the pack names Petfully Yours Private Limited as marketer, which Supertails' own Terms name as its owner. It is made by Henlo Pets Private Limited at Cheemasandra, Bengaluru, under FSSAI licence 11223302000641. Five retailers stock the 800 g adult pack, priced from Rs 648 to Rs 720, and Supertails is no longer the cheapest of them.

At a glance

The table below is what can be established about this brand from primary records, and what cannot. Every row reading "Not established" is written up in full at the foot of the page, with what was looked for and where.

RecordWhat the primary sources show
BrandHenlo
Also sold asHenlo Pets, Henlo Baked
SpeciesDog
Corporate ownerCommonly controlled with Supertails, by the same three co-founders
Indian entityHenlo Pets Private Limited
FSSAI licence11223302000641
Retailer's own brandSupertails

Where it is made

Origin is recorded per product, not per brand, because it varies per product. The evidence column says how strong each row is: a pack in hand outranks a filing, and a marketplace listing is the weakest thing here that is still evidence.

Product or lineMade inEvidenceNote
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 gIndiaRetailer listing (weak)The fullest statutory block found on any brand in this research. BigBasket reproduces it complete: 'Manufacturer Name & Address: Henlo Pets Private Limited, Sy no 91/1, Cheemasandra, Bengaluru, India, 560049', 'Marketed By: Petfully Yours Private Limited, 1335, 11th Cross Rd, Stage 3, Indiranagar, Bengaluru, India, 560038', 'FSSAI Number: 11223302000641', 'Country of Origin: India', 'EAN Code: 731788466848', 'Best before 10-04-2027'. The Marketed By line is the company Supertails' own Terms of Service name as the owner of Supertails, which is what makes the ownership finding need no inference.
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g (Zepto listing)IndiaRetailer listing (weak)A second independent retailer reproducing the same declarations: country of origin India, marketed by Henlo Pets Pvt. Ltd., fulfilled by Commodum Groceries Private Limited. Its declared nutrition matches BigBasket's exactly at Protein 26.0, Fat 20.0, Fibre 10.0 and 469 kcal per 100 g, which is what makes the Supertails ranking page's stated fat and fibre bands checkable. This listing also shows an FSSAI number, 12822999000310, adjacent to its fulfiller and marketer fields; whether that belongs to Henlo Pets or to the fulfiller is NOT established from the page layout and it is not attributed here.
Henlo Baked Dry Dog Food for Adult Dogs, 800 g (ASIN B0BVRVLJJ9)IndiaRetailer listing (weak)Sold on Amazon.in by a seller named 'Henlo', so the brand sells direct there. 4.0 stars from 337 ratings, 50+ bought in the past month. Its title gives the flavour only as 'Chicken Flavor' and does not name the recipe, so identity with the Chicken and Vegetable pack rests on the shared MRP of Rs 800 rather than on the title.

What it costs in India

Each row is one seller's listed price for one pack size on one date, converted to a price per kilogram so the pack sizes compare. Indian marketplace pricing moves, so a single listing is not a price and none of these is quoted on its own. 3 rows each show a seller that stocks this product with nothing payable on the day it was read. Such a row is here because it evidences distribution, and it carries no price because a figure you cannot pay is not one.

ProductPackPricePer kgSellerChecked
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g0.8 kgRs 648.0Rs 810Zepto2026-10-09
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g0.8 kgRs 659.0Rs 824Amazon.in2026-10-09
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g0.8 kgRs 704.0Rs 880Supertails2026-10-09
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g0.8 kgRs 720.0Rs 900BigBasket2026-10-09
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g0.8 kgNot in stockn/aBlinkit2026-10-09
Henlo Chicken and Egg Baked Dry Food for Adult Dogs, 800 g0.8 kgRs 684.0Rs 855Supertails2026-10-09
Henlo Chicken and Egg Baked Dry Food for Adult Dogs, 800 g0.8 kgNot in stockn/aSwiggy Instamart2026-10-09
Henlo Chicken and Egg Baked Dry Food for Adult Dogs, 800 g0.8 kgNot in stockn/aBlinkit2026-10-09
Henlo Chicken & Liver Baked Dry Food, 2.8 kg2.8 kgRs 1133.0Rs 405Supertails2026-10-09
Henlo Chicken & Liver Baked Dry Food, 2.8 kg2.8 kgRs 1149.0Rs 410Supertails, Chicken and Rice variant2026-10-09
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 2.8 kg2.8 kgRs 2149.0Rs 768Supertails2026-10-09
Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 2.8 kg2.8 kgRs 1902.0Rs 679Zepto2026-10-09
  • Zepto, Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g. Cheapest of the five. MRP stated as Rs 800. 4.3 from 32 ratings.
  • Amazon.in, Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g. Listed seller is 'Henlo' itself. MRP Rs 800. 4.0 from 337 ratings. August recorded Rs 715, so down 7.8 percent.
  • Supertails, Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g. THE OWNER OF THE BRAND, and the second dearest of the four priced sellers. MRP Rs 800. Unchanged since 27 August. 4.7 from 386 reviews.
  • BigBasket, Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 800 g. Prints its own unit price as 'Rs 90 / 100g', which reproduces Rs 900 per kg exactly. MRP Rs 800. August recorded Rs 760, so down 5.3 percent.
  • Supertails, Henlo Chicken and Egg Baked Dry Food for Adult Dogs, 800 g. MRP Rs 750, a different pack price from the Chicken and Vegetable at Rs 800. August recorded Rs 675, so up 1.3 percent.
  • Supertails, Henlo Chicken & Liver Baked Dry Food, 2.8 kg. Cheapest single pack per kilogram on the brand. August recorded Rs 1,100, so up 3.0 percent. 4.9 from 62 reviews.
  • Supertails, Chicken and Rice variant, Henlo Chicken & Liver Baked Dry Food, 2.8 kg. The gluten-free Chicken and Rice line at the same pack size, within 1.4 percent of the Chicken and Liver. Recorded as a second seller row for comparison because both come from the same collection feed.
  • Supertails, Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 2.8 kg. August recorded Rs 2,125, so up 1.1 percent.
  • Zepto, Henlo Chicken & Vegetable Baked Dry Food for Adult Dogs, 2.8 kg. MRP Rs 2,350 with Rs 448 off. August recorded Rs 2,185 for the comparable 2.8 kg, so down 12.9 percent.

Recall checks

Each register below was searched for this brand, and then searched again for something comparable to prove it answers at all. A register that returns nothing for both has cleared nothing. India maintains no pet food recall register, so no row here can stand in for one.

RegisterHits for this brandControlWhat a nil result is worth hereChecked
US FDA Animal & Veterinary recalls02 for search_api_fulltext=pedigree, the identical method on the same dayMeaningful but window-bounded to about three years2026-10-09
openFDA enforcement API03 for product_description:"dog food", "cat food", "freshpet" and "pedigree" on the same endpointNothing: the API does not index animal food2026-10-09
US FDA Animal & Veterinary recalls

This register covers products distributed in the United States. Henlo launched in 2022 and is sold in India, and nothing found establishes that it is sold in the United States at all, so this nil is a statement about US distribution rather than a safety signal about the food. An India-only brand returns zero from every American register by construction. The instrument is demonstrably working: the identical scrape for pedigree returned 'Showing 1 to 2 of 2 entries' with a fully rendered table on the same day, so the Henlo nil is a real nil and not a failed read.

openFDA enforcement API

The brand, its manufacturer Henlo Pets, its marketer Petfully Yours, the sibling house brand Skatrs and the retailer Supertails all return nothing, and the nil is worth nothing because the controls condemn the endpoint. A search of the whole API for dog food returns two records in total, both for one American company in 2019, and cat food returns nothing at all. A search for pedigree returns zero here while FDA's own Animal and Veterinary listing returns two dated Pedigree recalls on the same day, so this endpoint misses recalls its own regulator publishes elsewhere. It is recorded only so the obvious API route is on the record as tried and unusable. Coverage limit established 13 October 2026, and it is the main thing to read here: this endpoint does not meaningfully index pet food recalls, so the nil above is a fact about the register's coverage of this product class rather than about the brand. Seven firms with documented pet food recalls return zero rows, among them Mars Petcare's Pedigree wet dog food recall of 2 July 2026, Fromm Family Foods' of 21 August 2026 and Revival Animal Health's of 26 August 2026, all three of which are listed in the US FDA Animal & Veterinary register, while human-food controls on the same endpoint on the same day return 42 rows for one firm and 1,354 for one product category. The "pet food" control row is itself a diced-carrot recall. The Animal & Veterinary row is therefore the check that carries weight on this page, and this row is kept because a register that was queried and found wanting is worth reporting as such.

Henlo is the house brand of the shop that sells it

Henlo belongs to the people who own Supertails, and that is established from the retailer's own page, from the pack, and from the corporate register, with no inference required.

Supertails says it where it sells. Its Henlo collection page reads "Henlo is a Supertails in-house brand. Every product is produced and sold directly, no grey-market stock, no near-expiry product". That page is the first organic result in India for the question of whether Henlo is a Supertails brand.

The pack says it too, in a line that needs no interpretation. The statutory block reproduced by BigBasket reads "Marketed By: Petfully Yours Private Limited, 1335, 11th Cross Rd, Stage 3, Indiranagar, Bengaluru, India, 560038";. Supertails' own Terms of Service name Petfully Yours Private Limited as the owner of Supertails. So the food is marketed by the company that owns the shop selling it.

The eight places the relationship is stated or evidenced, read 9 October 2026 Supertails, Buy Henlo Dog Food
SourceWhat it establishes
Supertails' Henlo collection page"Henlo is a Supertails in-house brand", in its own words, live
The pack's statutory blockMarketed by Petfully Yours Private Limited, the company Supertails' Terms name as its owner
Google's AI Overview"Yes, Henlo is an in-house private label brand owned and sold by Supertails"
The corporate registerHenlo Pets Private Limited, CIN U15100KA2022PTC160524, directors Varun Sadana, Aman Tekriwal and Vineet Khanna, who are the three Supertails co-founders and also the directors of Petfully Yours
Henlo Pets' registry contactThe company email on its own register entry is an @supertails.com address
Three trade publicationsPetfood Industry calls it a "private label" brand; ETRetail quotes the three co-founders discussing Henlo in the first person plural; Indian Retailer writes that Supertails.com started manufacturing its Henlo product
The brand's own Instagram@henlopetnutrition's bio reads "Buy Henlo on Supertails: App for 12% OFF"
An employee's LinkedIn headline"Building Henlo @Supertails", cited by Google's own summary

One limit, stated because directorship is not ownership. The three named individuals control both companies as directors, and that is read off the register. Whether Petfully Yours holds equity in Henlo Pets, or whether the three hold both directly, needs the shareholding pattern from the Ministry of Corporate Affairs, which has not been read. So this page says "commonly controlled by the same three founders" and not "a subsidiary of".

A second limit: the corporate records above were read from MCA-derived aggregators rather than from the MCA portal itself. They agree with each other on the CIN, the incorporation date and all three directors with their DINs, which is real corroboration, and it is still downstream of the register rather than the register.

Supertails discloses this, and that deserves saying first

A retailer selling its own label is ordinary and legitimate. Supermarkets do it, and so does every large online shop. Supertails also discloses it on the page where it sells Henlo, in plain words, which many retailers do not. Nothing in this section is an accusation. What follows is narrower and is about one page.

The one page where the relationship is not disclosed is the page that ranks it

Supertails ranks Henlo second of ten on a page titled Top 10 Vet-Recommended Dog Food Brands in India, discloses nothing there about owning the brand, and that page is India's first organic result for the category's head term.

This finding was first recorded in August 2026 and re-checked on 9 October 2026, because the page had already moved URL once and six weeks is long enough for a retailer to add a disclosure. The same string counts were re-run verbatim. The finding stands.

Terms searched on the live Supertails ranking page, 9 October 2026, counted against the page's 99,072 characters Supertails, Top 10 Vet-Recommended Dog Food…
Searched forOccurrences
own brand, in-house, private label, house brand, owned by0 each
Petfully, Pet Centric, Henlo Pets0 each
affiliate, material connection, sponsored, advertisement, conflict0 each
D2C, our brand, we own, parent company, we sell0 each
Dr., BVSc, MVSc, Reviewed by0 each
transparency13
veterinarian9

Henlo is ranked second, under this heading: "A Closer Look at Henlo: What Ingredient Transparency Means in Practice". The retailer's own brand holds second place under a heading about transparency, on a page that uses the word thirteen times and discloses the ownership nowhere.

The stated reason is the brand's transparency, and the recommending vets are not named. Under the sub-heading "Why Vets Recommend It", the page says: "Henlo represents the new generation of Indian premium pet food brands. Veterinarians increasingly recommend it for its commitment to transparency and quality control standards matching international best practices." No veterinarian is named anywhere on the page, and there is no "Dr.", no veterinary qualification and no reviewer credit.

The same page explains to readers why this matters

Its own FAQ distinguishes two things: "Vet-endorsed usually means the brand has paid for clinic partnerships, sponsorships, or display space, while vet-recommended reflects a veterinarian's personal clinical experience and outcomes with dogs." So the page teaches its readers that a commercial relationship changes what a recommendation means, in the same breath as ranking its owner's house brand second without mentioning the relationship it has.

And this is not a buried page. On a google.co.in search for the head term of the whole category, it is the first organic result. A reader arriving on the Henlo collection page already knows they are in Henlo's shop. A reader arriving on a top-ten list from a generic search believes they are reading a comparison, and sets out to compare ten brands when one of the ten belongs to the author.

So the precise finding is this: the relationship is disclosed on the selling page and undisclosed on the ranking page. That is a narrower claim than saying Supertails hides it, it is fairer to the company, and it is the stronger point, because the ranking page is the only one where knowing changes how a reader should read what is in front of them.

Two figures on that page are wrong about its own brand

The price range. The page gives Henlo's "Price Range: Rs 120-1,400/kg". Rs 120 is not a price per kilogram, it is the pack price of the 100 g sachet, which Supertails itself sells at Rs 120 and which works out at Rs 1,200 per kilogram. The floor is out by a factor of ten against its own shop, and by roughly three against the cheapest Henlo per kilogram actually available.

The nutrition. The page gives a "Nutritional Profile (Typical Adult)" of "Protein: 26-28%, Fat: 14-16%, Fiber: 4-5%". The Chicken and Vegetable adult recipe's own declared figures, reproduced independently by BigBasket and Zepto on the same day, are Protein 26% min, Fat 20% min and Fibre 10% min. Protein agrees. Fat sits four points above the top of the stated band and fibre is double it. The page says "typical" and recipes differ, so the fair statement is that a mainstream adult recipe falls outside the range its own retailer offers as typical.

What the page gets right, for balance

It lists three cons for its own brand: "Relatively newer brand (some vets less familiar)", "Higher cost than budget brands" and "Distribution not as extensive as Royal Canin". A page stuffing its own label would not do that. The finding is the missing disclosure, not an absence of criticism. It is also worth noting that Drools appears twice in the ten, at seven in its own name and at nine as Canine Creek, which is a Drools line, and that is not disclosed either.

This page takes no view on whether any rule requires that disclosure. Whether India's advertising codes reach a retailer's own editorial page rather than an advertisement is a legal question, and this page does not answer it. What it reports is where the disclosure appears and where it does not.

Who makes Henlo, and the one FSSAI licence number in this research

Henlo is made in India by Henlo Pets Private Limited at a Bengaluru address that is a site rather than an office, and it carries the only FSSAI licence number found on any of eight brands examined.

The manufacturer and the licence, verbatim from the pack. BigBasket's product page reproduces the statutory block in full: "Manufacturer Name & Address: Henlo Pets Private Limited, Sy no 91/1, Cheemasandra, Bengaluru, India, 560049", "FSSAI Number: 11223302000641", "Country of Origin: India", with EAN Code 731788466848. Zepto's listing independently names Henlo Pets Pvt. Ltd. as marketer with origin India.

This is the only FSSAI licence number found across eight brands

Pedigree, Drools and Royal Canin publish no licence number anywhere this research looked, and nor do the other brands checked. Henlo's manufacturer does, on the pack, where a reader can find it. It does not mean pet food is FSSAI-regulated, because it is not, and the next section explains why. It means this manufacturer holds a food-business licence and prints it, which is more than its larger competitors do.

What the licence number does not tell you is the category. A number alone does not say what is licensed or under which kind of registration, and the FSSAI database has not been queried for it. So the number is published and the question of what it licenses is recorded as not established.

The registered office is not the plant, and the pack gives a better address

The register gives Henlo Pets a registered office at No. 551, 5th Cross, 7th Main, HAL 2nd Stage, Bangalore, which is a residential-scale address and must not be reported as a factory. The pack gives something different and more useful: Survey No. 91/1, Cheemasandra, on Bengaluru's eastern industrial edge. A survey number is a land parcel rather than a letterhead, which makes it the better manufacturing lead, and it has not been confirmed as a working plant.

No third-party contract manufacturer was found, and the manufacturer of record is Henlo's own company, which points to Henlo making its own food. That is not proven. One detail narrows the question for anyone with the pack in hand: Henlo is oven-baked rather than extruded, and baking lines are uncommon in Indian pet food, so the set of plausible facilities is small.

The company's own account is consistent across sources. Petfood Industry reported in March 2023 that the Bengaluru-based company "manufactures its products entirely in India";, ETRetail quoted the three co-founders the same week saying "starting manufacturing in India was a big step for us as a brand";, and the collection page says "all manufacturing happens in India under controlled quality standards";. None of those names a facility or a town.

What Indian law requires of pet food, and why a licence number is not what it looks like

Pet food sits outside the Food Safety and Standards Act, so Henlo's FSSAI licence is a food-business registration rather than approval of a pet food product, and no mandatory product standard applies to it at all.

Pet food is outside the Act. The Food Safety and Standards Act defines food as intended for human consumption and expressly excludes animal feed, and the Delhi High Court confirmed in April 2026 that it does not reach animal feed. That is why no other brand in this research publishes a licence number, and why finding one here needs explaining rather than celebrating.

What licence 11223302000641 does and does not mean

It establishes that Henlo Pets Private Limited holds an FSSAI food-business licence and prints it on the pack. It does NOT establish that any Henlo product was assessed against a pet food standard, because no such mandatory standard exists in India. A reader who sees an FSSAI number on a bag of dog food and infers that a regulator has approved the recipe would be drawing a conclusion the number cannot carry. The category behind the number is not established here, which is exactly the gap that would say more.

Ingredient declaration for Indian pet food exists only in a voluntary standard. IS 11968:2019 is the Bureau of Indian Standards specification covering dry dog food. It is voluntary, no brand is obliged to follow it, and no Henlo product checked claims conformity to it or carries an ISI mark. Absence of a claim is not non-conformity and this page says only that no claim was found.

Henlo is domestically made, so the import regime does not apply to it. The Animal Quarantine and Certification Service permit requirement that governs an imported pet food, and which this research found actually bites on Royal Canin, has nothing to do with a bag made in Cheemasandra. It is named here only so it is clear it was considered and correctly excluded.

So the regulatory position on this brand is: one real food-business licence, printed where a buyer can see it; no mandatory product standard in force; and a voluntary standard nobody claims. Our how we test page sets out what would be needed to say anything about the food itself.

What the recall registers returned

The US FDA Animal and Veterinary listing and the openFDA food enforcement API both returned zero for Henlo, for its manufacturer, for its marketer and for the sibling house brand, and the reason those zeros are worth almost nothing is the important part of this section.

The US FDA Animal and Veterinary recalls listing returned zero rows for Henlo, searched 9 October 2026. An empty results table is not proof of zero on its own, so the identical scrape was re-run the same day with a control: search_api_fulltext=pedigree returned "Showing 1 to 2 of 2 entries" with a fully rendered table. The instrument answers, so the Henlo nil is a real nil rather than a failed read.

Why that zero says almost nothing

This register covers products distributed in the United States. Henlo is a brand launched in 2022 and sold in India, and nothing found establishes that it is sold in the United States at all. An India-only brand returns zero from every American register by construction, so reporting that zero as though it were favourable would be the easiest way to mislead a reader on this page. It is a statement about US distribution and nothing more.

The openFDA food enforcement API returned zero for henlo, henlo pets, petfully yours, skatrs and supertails, and its own controls show the endpoint cannot clear anything. A search of the whole API for dog food returns two records in total, both for one American company in 2019; cat food returns nothing; and a search for pedigree returns zero here while FDA's own Animal and Veterinary listing returns two dated Pedigree recalls on the same day. An endpoint that misses what its own regulator publishes elsewhere is recorded only so the obvious route is on the record as tried and unusable.

And there is no Indian register to search. Because pet food is outside the food-safety regime, the FSSAI FoSCoS food recall page and the Central Consumer Protection Authority have no jurisdiction over this product, and neither produced a searchable result for any pet food brand. Neither is recorded as a check in the structured rows, because a nil from an instrument with no passing control is not a finding.

Put plainly for a reader looking for this brand's recall history: the FDA Animal and Veterinary listing holds nothing for it, that listing covers a country where the brand is not established as being sold, and India has no equivalent register to consult. Those three facts together are the whole of what can be said.

So this page states only what each named register returned: zero rows from the FDA Animal and Veterinary listing, which covers United States distribution that is not established for this brand; zero from the openFDA food enforcement API, whose own controls show it misses what FDA itself publishes; and no searchable result from either the FSSAI FoSCoS page or the Central Consumer Protection Authority, neither of which has jurisdiction over pet food. A reader should treat any page that goes beyond those four results, in either direction, as having gone beyond its evidence.

What Henlo costs, per kilogram

Henlo's dry food runs from about Rs 405 to about Rs 900 per kilogram, and the widest gap is not between sellers but between two of its own recipes at the same pack size.

Two Henlo dry foods differ by more than two times per kilogram, at the same pack size, from the same seller, on the same day. Chicken and Rice 800 g is Rs 422.50 per kilogram and Chicken and Vegetable 800 g is Rs 880.00, which is 2.08 times. At 2.8 kg it is Chicken and Liver at Rs 404.64 against Chicken and Vegetable at Rs 767.50, or 1.90 times.

Henlo single packs at Supertails, 9 October 2026, with the movement since 27 August Supertails, Buy Henlo Dog Food
RecipePackPricePer kgSince 27 August
Chicken and Liver2.8 kgRs 1,133Rs 404.64up 3.0 percent
Chicken and Rice, gluten free2.8 kgRs 1,149Rs 410.36new to this research
Chicken and Rice, gluten free800 gRs 338Rs 422.50new to this research
Chicken and Liver800 gRs 339Rs 423.75up 0.6 percent
Chicken and Egg2.8 kgRs 2,021Rs 721.79up 2.4 percent, now out of stock
Chicken and Vegetable2.8 kgRs 2,149Rs 767.50up 1.1 percent
Chicken and Egg800 gRs 684Rs 855.00up 1.3 percent
Chicken and Vegetable800 gRs 704Rs 880.00unchanged
Chicken and Egg or Vegetable100 gRs 120Rs 1,200.00the sachet behind the ranking page's Rs 120

That two-fold internal range is why a top-ten list cannot represent this brand with one line. A reader told that "Henlo" costs a certain amount per kilogram has been told almost nothing, and the attempt on the Supertails ranking page is both wrong at the floor and too wide to use.

The owner is no longer the cheapest seller of its own brand

In August, Supertails was the cheapest place to buy Henlo, which is what you would expect. On 9 October it is the second dearest of four priced sellers on the 800 g Chicken and Vegetable pack: Zepto at Rs 648 and Amazon at Rs 659 both undercut Supertails' Rs 704, by 8.0 and 6.4 percent. On Amazon the listed seller is "Henlo" itself, so the brand sells direct on the platform of its owner's largest competitor.

Multipacks are genuinely cheaper here, which is unusual

The cheapest Henlo per kilogram is a multipack: the Chicken and Rice 8.4 kg bundle at Rs 2,199 works out at Rs 261.79 per kilogram, about 35 percent below the cheapest single pack. Pedigree's bundles and Drools' multipacks saved nothing or cost more, and a third brand's multipack cost more than buying its own components separately. Two cautions. These bundles are titled "Adult and Puppy", so they combine two different foods rather than three of one bag, and the Chicken and Rice line is one of the two cheapest recipes to begin with.

Sachets are the dearest way to buy it

The 100 g sachet at Rs 120 is Rs 1,200 per kilogram, which is nearly three times the Rs 404.64 of the cheapest 2.8 kg bag and about 4.6 times the cheapest multipack. Treats and toppers are dearer again, which is ordinary for those formats and is why they are excluded from every comparison above.

The multipack saving is sharper here, and so is the storage question

Zepto's listing describes this food as Preservative-free and Artificial Flavour-free, and it is baked rather than extruded. That makes the storage question more pointed than on an ordinary kibble, because the multipacks that carry the real saving run from 8.4 kg up to 16.8 kg. A dog eating 200 g a day takes 42 days to finish 8.4 kg and 84 days to finish 16.8 kg. A household in Mumbai or Chennai buying before the monsoon is storing an open preservative-free baked food through heat and humidity for weeks. Follow the storage instruction on the pack, which says to keep it cool and dry and reseal after use, and treat the Rs 261.79 per kilogram as real only over what you will use while it is good.

No seller publishes a barcode in its own variant data: zero of 103 priced Supertails variants carry one. BigBasket does print "EAN Code: 731788466848", and four of the five sellers of the 800 g Chicken and Vegetable pack independently state its MRP as Rs 800, which together are the identity evidence that these are the same physical pack. That is good evidence and it is not proof.

What the brand claims, and what each claim rests on

Henlo's marketing rests on three claims, and two of them are checkable against something.

"100% human-grade ingredients" and "0 fillers and additives";. The declared ingredient list, reproduced identically by two independent retailers, is "Human-grade chicken, chicken heart-liver, fresh whole eggs, freeze-dried vegetables (carrot, pumpkin, beetroot, sweet potato, green beans), gram & rice flour, cinnamon powder, ginger powder, essential vitamins & minerals". It is a short list by the standards of this category and it contains no named filler. Whether "human-grade" has a defined meaning for pet food in India is a separate question, and nothing found gives it one.

Oven-baked rather than extruded, which the brand presents as its central difference. It is a real difference in process. It is not unique. On the same quick-commerce platform on the same day, Heads Up For Tails sells Hearty Oven-Baked Dry Adult Dog Food with chicken, duck and brown rice at Rs 1,354 for 2 kg, which is Rs 677.00 per kilogram, against Henlo Chicken and Egg at Rs 855.00. So a competing oven-baked dry food is 21 percent cheaper per kilogram. This page takes no view on which is better, because that needs testing.

The vet claim cannot be repeated, because nobody is named

The Henlo landing page refers to "Our Chief Vet and Nutritionist", which is a role and not a person. The collection page says recipes are "developed by an in-house team of veterinarians and nutritionists" and names none. The Supertails ranking page says "Veterinarians increasingly recommend it" and names none. Under the standing rule that no vet-recommended claim publishes without naming who said it, none of those is repeated here as a fact. They are recorded as claims the company makes.

One date disagreement is published rather than resolved. Petfood Industry gives the launch as May 2022, YourStory as July 2022, and the company was incorporated on 26 April 2022. All three fit a spring-2022 launch and none is authoritative, so no single date is asserted.

The brand has grown since the August research and in two directions that file did not record. There is now a fourth dry recipe, Chicken and Rice, marketed as gluten free, and a cat wet food line in 80 g pouches, where the earlier research found dogs only. A 1 kg dry pack now exists at Rs 874, although the 5 kg and 10 kg sizes the landing page advertises still do not.

On life stage the range is narrower than most brands here. Henlo splits its dry food into adult and puppy, with several packs sold as suitable for both, and offers no senior line at all. Royal Canin by contrast runs starter, puppy, adult and senior across five size bands. A buyer with an older dog has nothing age-specific to choose from in this range, which is worth knowing before a top-ten list recommends the brand without qualification.

Where you can actually buy it, and two places you should not

Henlo is stocked by seven Indian retailers including two of its owner's competitors, which contradicts the most widely-repeated claim about its distribution.

The seven are Supertails, Amazon.in, BigBasket, Zepto, Blinkit, Swiggy Instamart and Flipkart. That includes Amazon and Flipkart, which compete directly with the shop that owns the brand, and three quick-commerce apps.

Google's AI Overview gets this wrong

Asked whether Henlo is a Supertails brand, Google's AI Overview answers correctly and then adds "Availability: Exclusively sold and distributed via the Supertails Online Store". That is not so. It is sold on at least six other platforms, four of which were read directly for this page. An answer engine that is right about the ownership and wrong about the distribution is a good illustration of why a page that checks each listing is worth having.

Stock is the real constraint, not distribution. Of the five retailers listing the 800 g Chicken and Vegetable pack, four had it in stock and Blinkit did not. On the Chicken and Egg pack, both Blinkit and Swiggy Instamart were out of stock, and Instamart displayed Rs 705 against an MRP of Rs 750 on a listing marked Sold Out. A displayed price on a sold-out listing is not a price you can pay, which is why the price table carries stock status and why no figure is recorded for those rows.

Two sites that are not sellers

A search for this brand surfaces furryfolktrail.com and cozypetmarket.com, both republishing the Henlo Chicken and Vegetable product page with dollar prices of $238.96 and $141.40 for what their own size fields render as a garbled string of every pack size at once. At current rates those are roughly Rs 20,000 and Rs 11,900 for an 800 g bag. They are not real offers. Treat a dollar price on an Indian house brand as a signal to leave the page.

The brand also has its own domain, sayhenlo.com, which is worth knowing about and not for buying. It is a Shopify store whose product feed is empty, so it publishes no products for sale while its content pages rank in search. Its Instagram directs buyers to Supertails.

How to read this page

Read every figure as true on the date beside it, and read every absence as a search that was run and came back empty rather than a question nobody asked.

Prices came from Supertails' own Shopify variant data and from each of the other sellers' product pages read directly. Where a pack was out of stock, no price is recorded for it even when a figure was displayed. Two sellers print their own unit prices and both reproduce the rupee arithmetic exactly, BigBasket at "Rs 90 / 100g" and Amazon at "Rs 89.38/100g", which is the strongest available check that these are rupee-native prices rather than conversions.

Every rupee figure was divided by 84.38 and by 74 to test for a converted foreign price. None resolves to a round dollar.

The nine not-established entries below are findings, not gaps. Each records what was looked for, where, why it is not established, and the positive test that would settle it. Where a register returned nothing, the control search is printed beside it.

Two corrections to this project's own earlier research are carried on this page rather than quietly fixed. The brand was recorded as dog-only and now has a cat line, and it was recorded as having three dry recipes and now has four. A third correction belongs to this page's own tooling: a filter meant to exclude multipacks matched the word "free" inside "Gluten free", which hid one of the two cheapest prices on the brand until it was found.

This page asserts no rating of its own and makes no recommendation. Where a retailer's displayed customer rating is reported, such as the 4.7 from 386 reviews on the Supertails listing or the 4.0 from 337 on Amazon, it is reported as a fact about that listing on that date. A brand hub establishes who owns it, who makes it, what it costs and what each register returned, and leaves whether the food is any good to a tested review.

What we could not establish

The 9 questions below are the ones this page could not answer, and they are published rather than left out. Each one names what was looked for, where, why it could not be settled, and the test that would show it if the answer were there.

Whether Petfully Yours owns equity in Henlo Pets, or the three founders hold both directly

The shareholding pattern for Henlo Pets Private Limited, CIN U15100KA2022PTC160524

Looked in: MCA-derived company records at three aggregators, which agree on the CIN, the 26 April 2022 incorporation date and all three directors with their DINs, the MCA portal's own master data and Form MGT-7, neither of which has been read

Why it could not be settled: Directorship is control, not ownership. The same three named individuals are directors of Henlo Pets, of Petfully Yours Private Limited and of Pets Centric Private Limited, which is read off the register and is strong. Whether the companies hold equity in one another is a different fact and needs the share register. Until it is read this page says 'commonly controlled by the same three founders' and not 'a subsidiary of'.

What would show otherwise: Form MGT-7 or the MCA shareholding pattern for that CIN would name the shareholders and their holdings.

What FSSAI licence 11223302000641 actually licenses

The licence category and the licensed activity behind the number printed on the pack

Looked in: the pack's statutory block as reproduced by BigBasket, which gives the number and no category, the FSSAI FoSCoS licence database, which has not been queried for it

Why it could not be settled: The number is confirmed and is the only one found on any of eight brands in this research. A number alone does not say what is licensed, under which category, or whether it covers manufacture of this product as opposed to another food business activity. Because pet food is outside the Food Safety and Standards Act, the category is the part that would actually be informative, and it is the part that is missing.

What would show otherwise: A FoSCoS licence search on that number would return the licensee, the category and the licensed activities.

Whether Survey No. 91/1, Cheemasandra is a working plant operated by Henlo Pets

Confirmation that the address on the pack is a production facility rather than another registered address

Looked in: the pack's manufacturer field, which gives Sy no 91/1, Cheemasandra, Bengaluru 560049, the corporate register, which gives a different and residential-scale registered office at HAL 2nd Stage, Henlo's marketing, which refers to a 'state-of-the-art Production Centre' without locating it, two 2023 trade reports and the brand's own collection page, which all say manufacturing happens in India and name no facility

Why it could not be settled: No third-party contract manufacturer was found and the manufacturer of record is Henlo's own company, which points to Henlo making its own food. That is a reasonable reading and not proof. A survey number is a land parcel, so it is a better lead than a letterhead, and nothing found confirms a working line there. Absence of other brands listing the same address is weak evidence against a shared contract facility, weak because only a handful of brands were checked.

What would show otherwise: A factory licence, a pollution-control consent, or a photograph of the site naming Henlo Pets would confirm a working plant at that survey number.

Who the Chief Vet and Nutritionist is, and which veterinarians recommend the brand

A named person with credentials behind any of the three veterinary claims made about this brand

Looked in: the Henlo landing page, which refers to 'Our Chief Vet and Nutritionist', a role and not a person, the Supertails Henlo collection page, which says recipes are developed by 'an in-house team of veterinarians and nutritionists' and names none, the Supertails ranking page, which says 'Veterinarians increasingly recommend it' and contains zero instances of 'Dr.', 'BVSc', 'MVSc' or 'Reviewed by'

Why it could not be settled: Three separate veterinary claims across three pages and not one named person, institution or registration number. Under the standing rule that no vet-recommended claim publishes without naming who said it, none is repeated here as a fact.

What would show otherwise: A named veterinarian with a registration number would appear beside the claim, on the brand site, or in a product dossier.

Whether the Supertails ranking page's stated price and nutrition figures were ever reconciled against its own shop

A source for 'Price Range: Rs 120-1,400/kg' and for 'Fat: 14-16%, Fiber: 4-5%'

Looked in: Supertails' own product pages, where the Rs 120 is a 100 g pack price equal to Rs 1,200 per kilogram, the declared nutrition on the BigBasket and Zepto listings, which both give Fat 20% min and Fibre 10% min

Why it could not be settled: Both figures are checkable and both are wrong against the retailer's own data, and this page can show that. What is NOT established is how they came to be published: whether the range was computed from pack prices by mistake, whether the nutrition figures describe a recipe not identified on the page, or whether the table is simply stale. The page offers no source for either, so the mechanism is not established and no intent is attributed.

What would show otherwise: A sourced version of either figure on the page, or a corrected one, would show which it was.

Whether 'human-grade' has any defined meaning for pet food in India

A definition, standard or guideline giving the term content for an Indian pet food

Looked in: the Food Safety and Standards Act, which excludes animal feed from its definition of food, IS 11968:2019, which is voluntary and was not found to define the term, the brand's own pages, which use the claim without defining it

Why it could not be settled: The claim is central to this brand's positioning and is repeated in the title of almost every listing. Nothing found gives it a definition that applies to pet food in India, which means it is not a claim a reader can check against a standard. That is a statement about the regulatory vacuum rather than about this company, and the same would be true of any brand using the term here.

What would show otherwise: A definition in an Indian standard or a regulator's guidance would give the term content and make the claim checkable.

Whether any Henlo product claims conformity to IS 11968:2019

A BIS reference, an ISI mark or an IS 11968 claim on the pack, the brand pages or any listing

Looked in: the statutory blocks on the BigBasket and Zepto listings, sayhenlo.com and the Supertails Henlo pages, 103 priced variants in Supertails' own product data

Why it could not be settled: No claim was found anywhere. Absence of a claim is not non-conformity and this page says only that no claim was found. IS 11968:2019 is voluntary and no brand is obliged to follow it.

What would show otherwise: A conformity claim would appear as an ISI mark on the pack panel and as a licence row in the BIS directory under the manufacturer's name.

Whether India has any pet food recall register to search at all

An Indian register searchable by brand name for a pet food recall

Looked in: the FSSAI FoSCoS food recall page, which returns HTTP 200 but has never rendered across repeated attempts on five tools, the Central Consumer Protection Authority, where no public register was located

Why it could not be settled: Neither the FSSAI FoSCoS page nor the Central Consumer Protection Authority produced a searchable result for any pet food brand, and both failed for reasons about those registers rather than about this brand. Neither is recorded as a check in the structured rows, because a nil from an instrument with no passing control is not a finding. Pet food is in any case outside the Food Safety and Standards Act, so neither register has jurisdiction over this product.

What would show otherwise: A searchable Indian register would return a dated entry for some pet food brand, which would prove it answers and make a nil for this one worth printing.

Whether Henlo is sold in the United States at all

A distribution statement naming the United States

Looked in: the brand's own pages and the seven Indian retailers found, none of which indicates US distribution, noon.com's Egypt storefront, which does list a Henlo pack and is not the United States

Why it could not be settled: This matters because the only register with a passing control is American, so whether its nil means anything depends on whether the brand is sold there. Nothing found establishes that it is. Without that, the FDA zero cannot be interpreted in the brand's favour and this page declines to interpret it.

What would show otherwise: A US importer listing, an FDA facility registration, or a US distribution statement from the company would settle it.

Common questions

Is Henlo a Supertails brand?

Yes. Supertails' own Henlo collection page says "Henlo is a Supertails in-house brand", the pack names Petfully Yours Private Limited as marketer which Supertails' Terms name as its owner, and the corporate register puts the same three Supertails co-founders on the board of both companies. The food is made by Henlo Pets Private Limited.

Is Henlo good for dogs?

This page makes no quality judgement, because a verdict needs testing it does not do. What it can tell you is that the most prominent recommendation of Henlo, second place on a Top 10 vet-recommended list, is published by the shop that owns the brand without saying so, and names no veterinarian. Our how we test page sets out what a verdict will require.

Who makes Henlo dog food?

Henlo Pets Private Limited, incorporated in April 2022 and based in Bengaluru. The pack gives its manufacturing address as Survey No. 91/1, Cheemasandra, Bengaluru 560049, and carries FSSAI licence 11223302000641. Whether that survey number is a working plant rather than another registered address is not established.

Is Henlo an Indian brand?

Yes. It is made in India by an Indian company, the pack declares India as the country of origin, and two 2023 trade reports quote the company as manufacturing entirely in India. It is also the house brand of an Indian online pet shop rather than an independent manufacturer, which is a separate fact and is the one its ranking page omits.

How much does Henlo dog food cost per kg?

Between about Rs 405 and Rs 900 per kilogram for the dry food, depending on recipe, pack size and seller, with sachets reaching Rs 1,200. The widest gap is inside the brand rather than between sellers: Chicken and Rice at 800 g is Rs 422.50 per kilogram against Chicken and Vegetable at the same size on Rs 880.00.

Where can I buy Henlo dog food?

Seven Indian retailers stock it: Supertails, Amazon.in, BigBasket, Zepto, Blinkit, Swiggy Instamart and Flipkart. Google's AI Overview claims it is sold exclusively through Supertails, which is not so. Of the five listing the 800 g adult pack, four had stock and Blinkit did not, and Supertails is no longer the cheapest.

Has Henlo dog food been recalled?

The US FDA Animal and Veterinary recalls listing returned zero rows for Henlo, checked with a control that returned two rows for another brand the same day, and the openFDA API returned zero for the brand, its manufacturer, its marketer and the sibling house brand. Both nils say little: FDA covers US distribution, which is not established for this brand, and India has no pet food recall register.

What dog food brand to stay away from?

This page names none, because that is a verdict needing tests it does not run. It can name three things to be wary of in a page recommending one: a ranking published by a company that owns one of the entries without saying so, a veterinary recommendation with no veterinarian named, and any site quoting an Indian pet food in dollars, which this research found two of.

What are the 10 best brands of dog food?

This page publishes no ranking. The most visible Indian one, which is the first organic result for the category, is written by a retailer and places its own house brand second without disclosing it, and lists Drools twice under two names. Before trusting any such list, check who wrote it and whether they own anything on it.

Does Henlo have an FSSAI licence?

Yes, number 11223302000641, printed on the pack and reproduced by BigBasket. It is the only FSSAI number found on any of the eight brands in this research. It establishes a food-business licence and not approval of a pet food recipe, because pet food sits outside the Food Safety and Standards Act. The licence category is not established.

Bonbeno is an independent pet reference for India. We do not sell pet food, products or animals. Organic rankings are earned on verified data and paid placement is always labelled.