Nat Habit has raised Rs 142 crore in a Series C funding round led by Trident Growth Partners, with participation from existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures. Physis Capital and Hero Family Office joined the round as new investors. The funding comprises entirely primary capital.
Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit sells personal care products based on its Fresh Ayurveda approach, combining traditional Ayurvedic ingredients with modern formulation techniques. Its portfolio includes hair care, skin care, body care and baby care products, developed through in-house research and manufacturing.
The company’s annualised gross revenue has reached Rs 330 crore, while its products have been used by more than 60 lakh households across India.
Nat Habit plans to use the fresh capital to expand its product range, strengthen distribution through quick commerce platforms and offline retail, and grow its digital presence in Tier 2 and Tier 3 cities. The company will also invest in its formulation and manufacturing capabilities as it expands its personal care business.
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,” he said.
He further added, “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,” she further added.
“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.” he said.
