Nat Habit raises ₹142 crore in Series C funding to expand retail reach

Direct-to-consumer personal care brand Nat Habit has raised ₹142 crore in a Series C funding round led by Bengaluru-based private equity firm Trident Growth Partners. The capital injection comes as Indian consumer enterprises continue to draw substantial domestic and institutional backing, supported by strong retail consumption across the country.

The all-primary round saw participation from existing backers Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures. New investors Physis Capital and Hero Family Office also joined the round. The company has not disclosed the valuation attached to the investment.

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit develops fresh Ayurvedic personal care items spanning hair care, skin care, body care, and baby care. Unlike businesses that rely on third-party contract facilities, the brand maintains its own formulation, research and development, and manufacturing units. The company said its annualised gross revenue has reached ₹330 crore, with its products reaching more than 60 lakh households across India.

Where the capital will go

Nat Habit plans to deploy the capital across three operational priorities: expanding its product line, strengthening distribution networks, and broadening consumer access in non-metro markets.

A significant portion will go towards growing the company's presence across quick-commerce platforms and physical retail counters. While direct-to-consumer digital channels initially drove the brand's customer acquisition, rapid delivery services and brick-and-mortar stores have become essential distribution avenues for everyday consumer goods. The company also intends to deepen its digital reach into Tier 2 and Tier 3 cities, tapping into rising disposable incomes in emerging regional centres.

Capital will also be channelled directly into expanding internal manufacturing and formulation capacity to maintain its preservative-free supply line as product volumes scale.

What the investors say

Atul Gupta, managing partner at Trident Growth Partners, said Indian consumers are increasingly turning towards natural products suited for whole families, providing a resilient domestic market for homegrown formulators.

"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," Gupta said, pointing to the company's discipline in scaling while managing profitability.

Trident Growth Partners, which focuses on growth-stage investments in founder-led Indian businesses, counts public and domestic institutions among its own backers, including the Small Industries Development Bank of India (SIDBI) and the Self Reliant India Fund. That institutional participation underscores a wider push to foster indigenous manufacturing ecosystems and domestic entrepreneurship.

Swagatika Das, co-founder of Nat Habit, said the round marks a transition towards universal household reach. "Our ambition now is to make our products accessible to many more households across India," she said. "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."