D2C Brand Nat Habit Raises ₹142 Cr To Scale Offline Expansion

What happened

D2C personal care brand Nat Habit has raised ₹142 Cr (around $14.7 Mn) in an all-primary Series C (an early stage of company funding) funding round led by Trident Growth Partners to expand its distribution, product portfolio, and manufacturing capabilities. Existing investors Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures participated in the round, while Physis Capital and Hero Family Office joined the cap table.

Ayurvedic personal care brand Nat Habit has raised Rs 142 crore in a Series C funding round led by Trident Growth Partners. Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit said its annualised gross revenue has reached Rs 330 crore.

The startup plans to expand its offline presence from about 20,000 stores to 2 Lakh over the next three years. The expansion also involves reaching a broader consumer base.

Having primarily targeted consumers with higher income and education levels, Nat Habit is now looking to reach what it calls the “Bharat consumer”, with changes to pack sizes and communication. It plans to enter categories such as sunscreens and serums, which it does not currently offer, with investments in R&D, formulation, and manufacturing facilities.

Nat Habit said it will use this funding towards expansion of its product portfolio, expanding distribution reach, and manufacturing facilities. Existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures also participated, alongside new investors Physis Capital and Hero Family Office.

According to Nat Habit, the brand has built a differentiated proposition by combining traditional Ayurvedic principles with modern science to develop fresh formulations produced through in-house R&D and manufacturing capabilities. Its portfolio ranges across hair care, skin care, body care and baby care.