Ayurveda-inspired 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 participated in the all-primary round. New investors Physis Capital and Hero Family Office also came on board in this round.
The brand was founded in 2019 by Swagatika Das and Gaurav Agarwal. It offers ayurveda-inspired personal care products including haircare, bodycare, skincare, and baby care products, and has served over 60 lakh households across India. Nat Habit reached an annualised gross revenue of Rs 330 crore last year.
The brand positions itself around what it calls ‘Fresh Ayurveda’, combining traditional Ayurvedic principles with modern science. Its formulations are developed and produced through in-house R&D and manufacturing.
The company will use the fresh capital for three priorities: expanding its product portfolio to cover a wider range of everyday personal care needs; scaling distribution across quick commerce and offline retail; and deepening its digital reach in Tier 2 and Tier 3 cities and beyond. It will also continue to strengthen its formulation and manufacturing capabilities.
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Commenting on the investment, Atul Gupta, Managing Partner, Trident Growth Partners, said, “India’s personal care market is evolving, with consumers increasingly seeking all-natural products they can trust for the whole family. Nat Habit has built a compelling business around Fresh Ayurveda, bringing natural goodness to everyday personal care through advanced in-house R&D, formulation and manufacturing. Made from natural ingredients, its products are effective and safe for babies and adults alike, giving the brand a meaningful competitive advantage in a market with significant headroom for growth. The business has reached an inflection point, and we have strong conviction in Swagatika and Gaurav’s ability to build on this foundation, given their demonstrated ability to drive both scale and profitability, while staying true to the brand’s core proposition. We are pleased to partner with the founders in this next phase, working closely with them, alongside our operating partners, to strengthen the organisation and grow the brand across all channels, online and offline.”
Swagatika Das, Co-founder, Nat Habit, said, “We started Nat Habit with a simple belief: natural personal care should never require consumers to compromise on freshness or efficacy. That belief has shaped our journey, from developing our formulations in-house, to building a brand that brings the goodness of Ayurveda into everyday personal care routines. The trust and response we have received from consumers over the years have reinforced our conviction and given us the confidence to think bigger. Our ambition now is to make our products accessible to many more households across India. This investment marks an important step in that direction, enabling us to expand our product portfolio, strengthen our presence across quick commerce and offline retail, and reach deeper into emerging markets. We are delighted to welcome Trident Growth Partners as we build on this momentum and take Nat Habit into its next phase of growth.”
Nat Habit’s backers include Trident Growth Partners, Bertelsmann India Investments, Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust and Sharrp Ventures.
