Homegrown personal care brand Nat Habit has raised Rs. 142 crore in a Series C funding round led by Trident Growth Partners. Existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures also participated, along with new investors Physis Capital and Hero Family Office.

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit sells personal care products based on what it calls a Fresh Ayurveda approach.

The company combines traditional Ayurvedic ideas with modern formulation and manufacturing methods.

What does Nat Habit do

Nat Habit operates in the beauty and personal care market, with products across hair care, skin care, body care and baby care. Its portfolio includes shampoos, face washes, moisturisers and other daily-use products.

The brand’s central idea is to make natural personal care more convenient for modern consumers. Instead of limiting Ayurveda to traditional stores, Nat Habit sells through its own digital channels, online marketplaces, quick-commerce platforms and offline retail outlets.

The company has reportedly served more than 60 lakh households and has around 150 products across nearly 20 categories. Its business has grown beyond a small direct-to-consumer brand and is now entering a wider expansion phase.

Why has Trident Growth Partners invested

Trident Growth Partners appears to be betting on the rising demand for natural and Ayurveda-inspired personal care products in India.

The investment also reflects confidence in Nat Habit’s ability to build a repeat-purchase consumer brand. Personal care products are used regularly, so customers may return frequently when they are satisfied with quality and pricing.

For Nat Habit, the Series C round provides growth capital at a stage when it needs to move from online visibility to wider national availability. The company’s annualized gross revenue was reported at around Rs. 330 crore.

How will the funding be used

Nat Habit plans to use the funding for four major purposes.

• First, it wants to increase manufacturing capacity. Its Gurugram facility currently produces around 1 million units a month. The company aims to increase this capacity to nearly 5 million units a month over the next two years.
• Second, Nat Habit plans to expand distribution. Its products are available through general trade, pharmacies, quick-commerce platforms and online channels. The brand wants to grow from around 20,000 stores to nearly 2 lakh outlets over the next three years.
• Third, the company will invest in product development. It plans to improve its existing products while exploring categories such as serums, sunscreens, body wash and hair colour.

Finally, Nat Habit wants to reach more consumers in Tier 2 and Tier 3 cities as per Adgully. This will require stronger logistics, regional marketing, retail partnerships and better digital communication.

Competition in the personal care market

Nat Habit competes with established Ayurvedic and natural beauty brands such as Himalaya, Biotique, Forest Essentials, Mamaearth and Ayush like other online marketplaces. It also faces competition from newer D2C brands that sell directly through online platforms.

Its difference lies in the Fresh Ayurveda positioning, in-house formulation and focus on everyday products for the entire family. However, maintaining product quality while scaling production will be important for the company’s long-term reputation.

Conclusion with key takeaways –

Nat Habit’s Rs. 142 crore Series C funding will help the company expand its manufacturing, retail presence and product range. The startup is moving from a primarily online personal care business towards a much wider offline and quick-commerce network.

The main aim is to make Nat Habit products available to more Indian households, especially outside the biggest cities. The next challenge will be to maintain freshness, quality and customer trust while growing rapidly.

Disclaimer

Funding figures, revenue numbers and expansion targets are based on public announcements and media reports. Business plans may change as the company executes its growth strategy.