Natural beauty brand Nat Habit is stepping into omnichannel retail in a major way. The company has announced its presence in over 1,000 general trade stores across Delhi NCR, including well-known outlets like Modern Bazaar, Freshlee, and Sodhis Supermarket.
At the same time, Nat Habit is strengthening its quick commerce play by joining hands with platforms like Blinkit and Swiggy Instamart across India’s top eight cities. This marks a significant shift for the digital-first brand as it focuses on wider availability and faster delivery.
Targets Tier 2 & 3 Cities
Nat Habit’s move to offline retail is largely driven by consumer demand, especially from non-metro cities. The brand revealed that 40% of its current revenue already comes from Tier 2 and Tier 3 markets. With this new push, it plans to reach 6,000 general trade stores by the end of 2025.
Additionally, Nat Habit aims to cover 60% of its customer base through quick commerce channels. These new retail strategies are expected to contribute 15% of the brand’s overall revenue by FY26, as it targets the Rs 300 crore mark.
CEO Shares Strategy
Swagatika Das, Founder and CEO of Nat Habit, emphasized that this expansion is not just a trial but a long-term strategic decision. She shared that many customers loved the brand but found it hard to access offline. To fix this gap, Nat Habit built its offline and quick commerce plans from scratch, focusing on freshness, reach, and store performance.
The company’s ability to break into 1,000 stores using in-house teams and cash-based distributor deals reflects a well-executed game plan. According to Das, combining tech, trust, and intent has been key to making this scale possible.
Launches JIT Supply Chain
To ensure product freshness and regular availability, Nat Habit has launched its own Just-in-Time (JIT) supply chain system. This system allows real-time tracking, quick restocking, and efficient delivery, ideal for perishable beauty products.
Swiggy Instamart’s SVP Hari Kumar G praised the brand’s readiness for the fast-paced beauty and personal care space in quick commerce, noting its high repeat order rates and supply chain agility.
What is Nat Habit
Founded in 2019, Nat Habit is known for its “Fresh Ayurveda” approach, using 100% natural ingredients and in-house manufacturing. The brand recently raised $10.2 million in Series B funding led by Bertelsmann India Investments. Other investors include Fireside Ventures, Peak XV Partners, and Amazon India Fund. With this omnichannel strategy, Nat Habit is on track to become a key player in India’s evolving beauty and wellness market.
