Ayurveda-focused personal care brand Nat Habit has raised nearly $15 million (Rs 142 crore) in a Series C funding round led by Trident Growth Partners, according to a company announcement on Monday.
The all-primary round also saw participation from existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures, along with new investors Physis Capital and Hero Family Office, the company said in a statement.
Nat Habit will use the fresh capital to expand its product portfolio, scale distribution across quick-commerce platforms and offline retail, and strengthen its digital presence in Tier II and Tier III cities. The company will also continue to strengthen the formulation and manufacturing capabilities central to its fresh Ayurveda positioning, the statement added.
“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,” said Swagatika Das, Co-founder, Nat Habit.
Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit combines traditional Ayurvedic principles with modern science to develop fresh personal care formulations through its in-house research and development and manufacturing capabilities. Its product portfolio spans hair care, skin care, body care, and baby care, and the company claims it has served more than 60 lakh households across India.
The company further claimed that its annualised gross revenue has reached Rs 330 crore.
“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. Made from natural ingredients, its products are effective and safe for babies and adults alike, giving the brand a meaningful competitive advantage in a market with significant headroom for growth,” said Atul Gupta, Managing Partner, Trident Growth Partners.
Bengaluru-based Trident Growth Partners is a growth-stage private equity firm that invests in founder-led businesses across sectors such as consumer, financial services, enterprise technology, manufacturing and healthcare. It typically invests in Series B and later-stage companies and is backed by Indian founders, family offices, and institutions, including Claypond Capital, SIDBI, Self Reliant India Fund, SUD Life, and Axis Bank.
