Beauty-and-wellness brand Nat Habit, which makes Ayurveda-based natural-beauty and personal-care products, has raised Rs 142 crore (nearly $15 million) in a Series C funding round led by homegrown private equity firm Trident Growth Partners.
New investors venture capital firm Physis Capital and Hero Family Office, the family office of Hero Enterprise chairman Sunil Kant Munjal, and existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures, also participated in the round.
VCCircle had first reported that Nat Habit was in advanced talks to add new investors to its captable.
“India’s personal care market is evolving, with consumers increasingly seeking all-natural products they can trust for the whole family,” said Atul Gupta, Managing Partner, Trident Growth Partners, adding that Nat Habit has built a "compelling business" with in-house research and development, formulation and manufacturing.
Nat Habit will use the capital for three strategic priorities: expanding its product portfolio to address a broader range of everyday personal care needs, scaling up its distribution across quick commerce and offline retail, and deepening its digital reach across tier II and tier III cities and beyond. Further, the company will continue to strengthen the formulation and manufacturing capabilities.
“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 Das and Gaurav Agarwal, the company makes Ayurveda-based natural beauty and personal care products including hair masks, shampoos, conditioners, among others, using preservative-free natural ingredients.
It combines traditional Ayurvedic principles with modern science to develop fresh formulations that it produces through in-house R&D and manufacturing capabilities.
The company says its annualised gross revenue has reached Rs 330 crore.
In FY25, its revenue from operations grew to nearly Rs 106 crore from Rs 72.6 crore in FY24. It was targeting a revenue of Rs 220 crore in FY26, VCCircle reported previously.