For two years Indian consumer brands have scrapped for placement on quick-commerce apps. The ones pulling ahead tend to be those carrying a product story shoppers can repeat, and Nat Habit fits that mold.
The Ayurveda-led personal care label has banked nearly $15M, or Rs 142 crore, in a Series C led by Trident Growth Partners. Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures, all existing backers, returned for the round, while Physis Capital and Hero Family Office arrived as new names. Every rupee committed was primary capital.
Swagatika Das and Gaurav Agarwal founded the company in 2019, leaning on freshly prepared formulations instead of the shelf-stable output of mass manufacturing. That positioning drives both how it makes products and how it moves them to customers.
Spending plans include a wider product range, deeper distribution on quick-commerce platforms and in offline retail, and a stronger digital footprint across Tier II and Tier III cities. Formulation and manufacturing capacity also get investment, since short shelf life makes production the binding constraint for a brand built this way.
Its range stretches across hair, skin, body and baby care. The company claims it has reached more than 60 lakh households nationwide and that annualized gross revenue has climbed to Rs 330 crore.
Das said the ambition is to put Nat Habit products in many more Indian homes, adding that the investment lets the brand extend its range and reach deeper into emerging markets. Trident Growth Partners, a Bengaluru-based growth equity firm, backs founder-led businesses across consumer, financial services, enterprise technology, manufacturing and healthcare.
