Nat Habit Raises ₹142 Crore in Series C Funding to Expand Its Fresh Ayurveda Personal Care Business
New investment to support product innovation, manufacturing capabilities, quick-commerce distribution and expansion into Tier II and Tier III markets
Indian beauty and personal-care startup Nat Habit has raised ₹142 crore in a Series C funding round led by Trident Growth Partners, marking a significant milestone in the company’s efforts to expand its presence in India’s growing natural personal-care market.
The funding round also saw participation from existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures, alongside new investors Physis Capital and Hero Family Office. The investment is intended to support Nat Habit’s next phase of growth, with a focus on widening its product portfolio, strengthening manufacturing and research capabilities, and expanding distribution across online and offline channels.
Strengthening the Fresh Ayurveda Business Model
Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit has built its business around what it describes as “Fresh Ayurveda”—a personal-care approach that combines traditional Ayurvedic principles with modern product development and scientific techniques.
The company offers products across hair care, skin care, body care and baby care. Its portfolio includes products such as hair oils, masks, shampoos, skincare formulations and other everyday personal-care essentials.
A key part of the company’s positioning is its focus on in-house research, formulation and manufacturing. This model gives the business greater control over product development and production as it works to expand its product range and distribution network.
Funding to Support Product Innovation and Manufacturing
Nat Habit plans to use the newly raised capital to develop a broader range of personal-care products and strengthen the capabilities required to support its expansion.
Investment in research and development, formulation and manufacturing will be important as the company looks to serve more consumer needs and scale its operations. Maintaining product consistency while increasing production and distribution will also be a key consideration as the business grows.
The company is targeting consumers seeking natural and Ayurveda-inspired personal-care products for everyday use, positioning itself in a market where product quality, accessibility and consumer trust are important competitive factors.
Expanding Beyond India’s Major Metropolitan Markets
Another major priority is distribution expansion. Nat Habit plans to strengthen its presence on quick-commerce platforms and build a wider offline retail network.
The company is also looking to reach more consumers in Tier II and Tier III cities and other emerging markets, where demand for branded beauty and personal-care products continues to create opportunities for consumer businesses.
Expanding beyond major metropolitan centres could help Nat Habit reach new customer segments and reduce its dependence on a narrower set of urban markets. However, wider distribution will also require careful management of logistics, product availability, marketing expenses and retail partnerships.
Investor Confidence in India’s Natural Personal-Care Market
The participation of both existing and new investors reflects continued interest in consumer brands that can build distinctive product offerings and expand distribution at scale.
For Nat Habit, the investment provides additional capital to pursue growth while strengthening the operational infrastructure behind its business. The company’s ability to translate funding into sustainable revenue growth, repeat purchases and efficient customer acquisition will be important in determining its long-term performance.
The broader natural beauty and personal-care category also presents opportunities for startups that can combine differentiated formulations with reliable manufacturing, transparent product communication and accessible pricing. At the same time, brands must compete with established FMCG companies, digital-first beauty businesses and other Ayurveda-inspired product manufacturers.
Financial Performance and Growth Outlook
According to recent reporting, Nat Habit has reached approximately ₹330 crore in annualised gross revenue. This figure is distinct from audited annual revenue and should not be interpreted as the company’s reported revenue for a completed financial year.
The latest funding is expected to help the company strengthen its operations and reach more households across India. Its progress will depend on how effectively it expands its retail footprint, develops products that meet consumer expectations and manages the costs associated with a larger business.
With fresh capital, an established product portfolio and plans to deepen its reach beyond metropolitan markets, Nat Habit is positioning itself for its next phase of growth in India’s beauty and wellness industry.
For India’s startup ecosystem, the funding round highlights the continued investor interest in consumer-focused businesses that combine a clear brand proposition with product development, manufacturing capabilities and a scalable distribution strategy.
