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Nat Habit raises Rs 142 Cr in Series C led by Trident Growth Partners

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Nat Habit raises Rs 142 Cr in Series C led by Trident Growth Partners

Ayurvedic personal care brand Nat Habit has raised Rs 142 crore in a Series C funding round led by Trident Growth Partners. Existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures also participated, alongside new investors Physis Capital and Hero Family Office.

The company will use the fresh capital to expand its product portfolio, strengthen its formulation and manufacturing capabilities, and scale distribution across quick commerce platforms and offline retail channels.

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit said its annualised gross revenue has reached Rs 330 crore.

“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,” said Swagatika Das, Co-founder, Nat Habit.

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.

Nat Habit is now aiming to go beyond the metro markets and makes its presence in Tier II and beyond markets.

"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,” said Atul Gupta, Managing Partner, Trident Growth Partners.


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