Ayurvedic brand Nat Habit raises Rs 142 crore in funding led by Trident Growth Partners

Nat Habit has secured ₹142 crore in Series C funding, led by Trident Growth Partners, to broaden its product range, scale up manufacturing, and expand retail distribution.

Related: Enterprise AI startup Ema raises $77 million in Series B funding led by Creaegis

Nat Habit, an Ayurvedic personal care brand, has secured ₹142 crore in a Series C funding round headed by Trident Growth Partners. This investment will back the company’s next stage of growth, encompassing product development, expansion of manufacturing, and broader distribution throughout India.

Existing investors Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures also took part in the funding round. The round additionally welcomed new investors Physis Capital and Hero Family Office.

Through this investment, Nat Habit seeks to bring its Ayurvedic personal care products to a larger number of consumers. Furthermore, the company intends to expand its footprint across offline retail stores, quick-commerce platforms, and emerging markets.

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit is an Indian brand specializing in Ayurvedic personal care. By blending traditional Ayurvedic wisdom with modern science, the company creates personal care products via in-house research, formulation, and manufacturing.

Its range of products spans a number of everyday personal care categories, including:

• Hair Care: Items made for routine hair care regimens.
• Skin Care: Formulations for daily skincare routines.
• Body Care: Products that address everyday body care requirements.
• Baby Care: Personal care items designed for babies.

By emphasizing what it terms “Fresh Ayurveda,” the brand positions traditional ingredients and Ayurvedic practices within today’s personal care routines.

The Series C funding round for Nat Habit was led by Trident Growth Partners. Returning investors as well as new backers took part in the round.

The investors who participated were:

• Trident Growth Partners: The lead investor in the funding round.
• Bertelsmann India Investments: An existing investor.
• Mirabilis Investment Trust: An existing investor.
• Sharrp Ventures: An existing investor.
• Physis Capital: A new investor.
• Hero Family Office: A new investor.

The funding was an all-primary round, which means the capital was raised by the company to support its business instead of being generated by selling existing shareholders’ stakes.

Nat Habit intends to channel the fresh capital into three key areas: developing products, scaling up manufacturing capacity, and expanding distribution.

1. Broadening the Product Range

To begin with, Nat Habit aims to reinforce its current product categories while also seeking out new opportunities. The company has signaled its intention to move into segments like body wash, serums, sunscreen, and hair colour within the coming years.

Such a strategy may enable the brand to address a wider range of personal care needs and motivate customers to buy several products from its lineup.

At the same time, the company intends to refine its current formulations. As a result, its strategy combines launching new products with putting resources into research and development for items already available in the market.

2. Expanding Production Capacity

A further key priority is scaling up production to fulfill anticipated demand.

At present, Nat Habit runs a manufacturing plant in Gurugram. As per company information reported by ETRetail, this facility turns out roughly one million units every month. Over the coming expansion phase, the company intends to raise capacity to five million units per month.

Greater production capacity may assist Nat Habit in handling rising orders, enhancing product availability, and backing its growth into additional retail outlets.

In addition, stronger in-house manufacturing capabilities could enable the company to retain tighter control over product development and production as its business grows.

3. Expanding Distribution Throughout India

Nat Habit is also looking to grow its distribution network via general trade, offline retail, quick commerce, and digital channels.

Over the next three years, the company intends to grow its general trade footprint from roughly 20,000 stores to two lakh stores. It further aims to expand its footprint in Tier II and Tier III cities, where it identifies chances to draw in new customers.

Moreover, Nat Habit has signaled its intention to investigate modern retail channels. A wider distribution network could help customers find its products more easily, whether online or in physical stores.

Nat Habit’s funding round arrives as the company discloses annualised gross revenue of roughly ₹330 crore. This number reflects the size of its business as it gets ready for additional expansion.

The company is currently concentrating on reaching more households, broadening its product lineup, and enhancing its operational capacity. Its approach also mirrors a broader movement towards creating consumer brands that merge online sales with offline availability.

Nevertheless, continued growth will hinge on various factors, such as customer demand, manufacturing execution, distribution efficiency, and the capacity to uphold product quality as volumes rise.

This investment reflects growing investor interest in Indian consumer brands that cater to daily essentials. Personal care products are used routinely, which can open the door to repeat purchases when customers discover items that match their preferences.

Nat Habit’s strategy blends Ayurvedic traditions with contemporary product development. This positioning allows the company to attract consumers seeking personal care options built around natural ingredients.

In addition, its planned expansion into smaller cities and more retail outlets could enable it to reach customers outside major metropolitan areas.

The funding also demonstrates how growth-stage investors help established startups scale their operations. Instead of concentrating solely on acquiring customers, Nat Habit’s plans encompass manufacturing, product innovation, and distribution infrastructure.

Nevertheless, the success of this strategy will hinge on how well the company turns its investment into lasting demand and strong long-term business performance.

With ₹142 crore in new funding, Nat Habit is gearing up for a wider expansion spanning products, production, and distribution.

The company’s plans involve boosting monthly manufacturing capacity, growing its retail presence, and venturing into new product categories. Simultaneously, it aims to extend its reach further into Tier II and Tier III markets.

These priorities may help Nat Habit reinforce its standing in India’s personal care sector. However, the coming phase will demand careful execution, particularly as the company juggles expansion with product quality and customer satisfaction.

Nat Habit’s ₹142 crore Series C funding round, spearheaded by Trident Growth Partners, represents a significant milestone in the brand’s expansion journey. This funding will back product development, the scaling of manufacturing, and a broader distribution network throughout India.

Boasting annualised gross revenue of approximately ₹330 crore and ambitions to boost production capacity considerably, Nat Habit is gearing up to serve more customers and strengthen its footprint in the Ayurvedic personal care market.

In the end, the company’s success will hinge on how well it deploys the new capital to establish dependable operations, create products that matter, and foster enduring customer relationships.