Nat Habit has raised Rs 142 crore in a Series C funding round led by Trident Growth Partners, as the personal care brand looks to expand its products and distribution network across India.
The round is entirely primary capital, with existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures participating. New investors Physis Capital and Hero Family Office have also joined the round.
The funding comes as Nat Habit reaches an annualised gross revenue of Rs 330 crore. The company said it has served more than 60 lakh households, with its product range covering hair care, skin care, body care and baby care.
Nat Habit Funding
Nat Habit plans to use the fresh capital to widen its product portfolio and enter more everyday personal care categories. The company also intends to increase its presence across quick-commerce platforms and offline retail stores.
A part of the funding will be directed towards expanding its digital reach in Tier 2 and Tier 3 cities and other emerging markets. The company also plans to strengthen its formulation and manufacturing capabilities as it scales its product range.
The expansion comes as Nat Habit continues to position its products around its Fresh Ayurveda approach, which combines traditional Ayurvedic principles with modern product development and manufacturing.
Investors Back Ayurveda
Atul Gupta, Managing Partner at Trident Growth Partners, said the personal care market is seeing higher demand for natural products aimed at family use. He said Nat Habit had built its business around Fresh Ayurveda, supported by in-house research, formulation and manufacturing.
Gupta also pointed to the company reaching a stage where it can scale while maintaining profitability and its existing product proposition. Trident Growth Partners plans to work with the founders and its operating partners as Nat Habit expands across online and offline channels.
The company has not disclosed the valuation at which the Series C round was completed. The funding is structured as primary capital, meaning the money raised will go into the business rather than being paid to existing shareholders through a secondary share sale.
Nat Habit Consumer Base
Nat Habit was founded in 2019 by Swagatika Das and Gaurav Agarwal. The company develops personal care products using its Fresh Ayurveda positioning and handles research, formulation and manufacturing in-house.
Its current categories include products for hair, skin, body and baby care. According to the company, its products have reached more than 60 lakh households across the country, giving it a consumer base that it now plans to expand further.
Swagatika Das, Co-founder of Nat Habit, said the brand was started around the idea that consumers should not have to choose between natural personal care, freshness and product effectiveness. She said the latest investment would support expansion across product categories, quick commerce, offline retail and emerging markets.
What is Nat Habit
Nat Habit is a personal care brand founded in 2019 by Swagatika Das and Gaurav Agarwal. The company follows a Fresh Ayurveda model, combining Ayurvedic principles with modern research and product formulation.
The brand develops and manufactures its formulations in-house and sells products across hair care, skin care, body care and baby care. Its business model is focused on building a consumer personal care brand around natural and Ayurveda-led products while expanding distribution through digital channels, quick commerce and physical retail.
Targets Smaller Cities
Fresh funding is expected to support the next phase of Nat Habit expansion beyond its existing customer base. The company is targeting wider availability through quick-commerce services and offline stores while also increasing digital reach in smaller cities.
For Trident Growth Partners, the investment gives the firm exposure to a consumer personal care business that has reported Rs 330 crore in annualised gross revenue. For Nat Habit, the immediate task will be to expand its product range and distribution while maintaining the product positioning that has driven its growth so far.
Series C funding round marks the latest capital infusion into the business as Nat Habit prepares to increase its presence across both established and emerging consumer markets.
