Nat Habit Raises INR 142 Cr in Series C

Nat Habit, an Indian personal care brand founded in 2019 by Swagatika Das and Gaurav Agarwal has raised INR 142 crore in a Series C funding round led by Trident Growth Partners. The all-primary funding round saw participation from existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures. New investors Physis Capital and Hero Family Office also participated.

The investment comes as Nat Habit’s annualised gross revenue reaches INR 330 crore. The brand has served more than 60 lakh households across India with products spanning hair care, skin care, body care and baby care.

Commenting on the investment, Atul Gupta, Managing Partner at Trident Growth Partners, said India’s personal care market is seeing increased demand for natural products suitable for the entire family. He said Nat Habit has built its business around Fresh Ayurveda, supported by in-house R&D, formulation and manufacturing. Gupta added that the company had reached an inflection point, citing the founders’ ability to scale the business while maintaining profitability and its core proposition. Trident plans to work with the founders and its operating partners to strengthen the organisation and expand the brand across online and offline channels.

Nat Habit follows a Fresh Ayurveda approach, combining traditional Ayurvedic principles with modern science. It develops fresh formulations through in-house research and development and manufacturing capabilities.

The company will use the funds for three priorities: expanding its product portfolio to address more everyday personal care needs, increasing distribution through quick-commerce platforms and offline retail, and extending its digital reach across Tier 2 and Tier 3 cities and beyond. It will also strengthen its formulation and manufacturing capabilities to support its Fresh Ayurveda positioning.

Swagatika Das, Co-founder of 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.”