Nat Habit Raises ₹142 Crore in Series C Funding as Revenue Hits ₹330 Crore

Indian beauty and personal care brand Nat Habit has raised ₹142 crore ($16.3 million) in a Series C funding round led by Trident Growth Partners. With annualized gross revenue reaching ₹330 crore ($37.9 million), the Fresh Ayurveda startup plans to expand its product range, strengthen quick-commerce distribution, and reach more consumers across India.

India’s natural beauty and personal care market has attracted another significant investment, with Nat Habit securing fresh capital to accelerate its next phase of growth.

Announced on October 12, 2026, the ₹142 crore ($16.3 million) funding round includes participation from existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures. New investors Physis Capital and Hero Family Office have also joined the round.

The investment is entirely primary capital, meaning the proceeds are intended to go into the business rather than fund the sale of existing investor shares.

For Nat Habit, the funding comes as the company reports annualized gross revenue of ₹330 crore ($37.9 million) and a customer base spanning more than 60 lakh households across India.

Nat Habit Raises $16.3 Million as Investors Back Fresh Ayurveda

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit has built its business around a concept it calls Fresh Ayurveda.

The brand combines traditional Ayurvedic principles with modern science to develop personal care products using natural ingredients. Its portfolio covers hair care, skin care, body care and baby care.

The company differentiates itself through in-house research, formulation development and manufacturing capabilities, which it says help support its freshness-focused product proposition.

The latest ₹142 crore ($16.3 million) investment will support its expansion as competition intensifies across India’s beauty and personal care industry.

Trident Growth Partners, the lead investor, focuses on growth-stage businesses and founder-led companies. The investment reflects its confidence in Nat Habit’s potential to scale its consumer brand while strengthening its operations and distribution network.

Nat Habit Co-Founders – Swagatika Das and Gaurav Agarwal

Where Will Nat Habit Spend the ₹142 Crore Funding?

Nat Habit has identified three priorities for deploying the new capital.

The first is product expansion. The company plans to introduce products that address a wider range of everyday personal care needs, building on its existing hair care, skin care, body care, and baby care categories.

The second priority is distribution. Nat Habit intends to strengthen its presence on quick-commerce platforms while expanding its offline retail footprint. The strategy could help the company reach consumers who prefer purchasing personal care products through physical stores or rapid-delivery services.

The third focus is digital penetration across Tier 2 and Tier 3 cities and other emerging markets. By reaching consumers beyond India’s largest metropolitan areas, the company aims to bring its Fresh Ayurveda products to more households.

Nat Habit also plans to continue investing in formulation development and manufacturing, capabilities central to its business model.

Trident Growth Partners Sees Potential in India’s Personal Care Market

Atul Gupta, managing partner at Trident Growth Partners, said consumers are increasingly looking for natural personal care products they can use across their households.

He highlighted Nat Habit’s in-house research, formulation and manufacturing capabilities, along with its progress in building scale and profitability.

Gupta said the firm intends to work with the founders and operating partners to strengthen the organization and expand the brand across online and offline channels.

For growth-stage investors, Nat Habit represents an opportunity to back a consumer business with a recognizable product proposition and a sizeable household customer base.

However, the company’s future performance will depend on its ability to maintain product quality, acquire customers efficiently and manage the costs associated with wider distribution.

Nat Habit Targets India’s Emerging Consumer Markets

Co-founder Swagatika Das said the company began with the belief that natural personal care should combine freshness with efficacy.

She said the investment would help Nat Habit broaden its product portfolio, improve distribution and make its products accessible to more Indian households.

The emphasis on smaller cities comes as consumer brands increasingly look beyond metropolitan markets for additional growth. Quick commerce can offer convenience in supported locations, while offline retail can help brands establish a wider physical presence.

For Nat Habit, executing both strategies will require investment in inventory, logistics, manufacturing capacity and distribution partnerships.

Its annualized gross revenue of ₹330 crore ($37.9 million) reflects its current scale, though annualized revenue should not be confused with audited revenue for a completed financial year.

What Nat Habit’s Funding Means for India’s Beauty Startup Market

The ₹142 crore ($16.3 million) Series C round adds fresh momentum to India’s direct-to-consumer beauty and personal care sector.

Nat Habit is betting that consumers will keep seeking products that combine traditional ingredients with contemporary formulations and convenient purchasing options.

The company has already served more than 60 lakh households, according to its announcement. Its next challenge will be converting that reach into sustained growth while preserving the product proposition that attracted customers and investors.

With new funding, a broader distribution strategy and ambitions to penetrate emerging markets, Nat Habit is preparing for its next stage of expansion. Whether it can translate that investment into stronger revenue and profitability will be a key measure of its progress.