Nat Habit raises ₹142 Crore in Series C Funding led by Trident Growth Partners

• Fresh capital will accelerate product portfolio expansion, strengthen quick commerce and offline retail presence, and deepen digital penetration across Tier 2 and Tier 3 markets

MUMBAI: Nat Habit, one of India’s fastest-growing personal care brands built around the philosophy of Fresh Ayurveda, has raised ₹142 crore in a Series C funding round led by Trident Growth Partners, with participation from existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures. The all-primary funding round also included new investors, Physis Capital and Hero Family Office.

The investment comes as Nat Habit continues to demonstrate strong business momentum, with its annualised gross revenue reaching ₹330 crore. Founded in 2019 by Swagatika Das and Gaurav Agarwal, the brand has built a differentiated proposition by combining traditional Ayurvedic principles with modern science to develop fresh formulations produced through in-house R&D and manufacturing capabilities. With a portfolio spanning hair care, skin care, body care and baby care, Nat Habit has served over 60 Lakh households across India, reflecting the growing appeal of its all-natural, fresh Ayurveda proposition.

The fresh capital will be utilised towards three strategic priorities: expanding Nat Habit’s product portfolio to address a broader range of everyday personal care needs, scaling its distribution across quick commerce and offline retail, and deepening its digital reach across Tier 2 and Tier 3 cities and beyond. In addition, the company will continue to strengthen the formulation and manufacturing capabilities central to its Fresh Ayurveda positioning.

Commenting on the investment, Atul Gupta, Managing Partner, Trident Growth Partners, said, "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. The business has reached an inflection point, and we have strong conviction in Swagatika and Gaurav’s ability to build on this foundation, given their demonstrated ability to drive both scale and profitability, while staying true to the brand’s core proposition. We are pleased to partner with the founders in this next phase, working closely with them, alongside our operating partners, to strengthen the organisation and grow the brand across all channels, online and offline."

Swagatika Das, Co-founder, Nat Habit, said, “We started Nat Habit with a simple belief: natural personal care should never require consumers to compromise on freshness or efficacy. That belief has shaped our journey, from developing our formulations in-house, to building a brand that brings the goodness of Ayurveda into everyday personal care routines. The trust and response we have received from consumers over the years have reinforced our conviction and given us the confidence to think bigger. 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. We are delighted to welcome Trident Growth Partners as we build on this momentum and take Nat Habit into its next phase of growth.”

About Trident Growth Partners

Trident Growth Partners is a growth-stage private equity firm headquartered in Bengaluru, backing category-leading, founder-led businesses across consumer, financial services, enterprise technology, manufacturing and healthcare. The firm partners with entrepreneurs through Series B+ investments, combining growth capital with collaborative operating support to build enduring, profitable businesses. The fund is supported by leading Indian founders, family offices and prestigious institutions such as Claypond Capital, SIDBI, Self Reliant India Fund, SUD Life, and Axis Bank. For more information, visit www.tridentgp.in.

About Nat Habit

Founded in 2019, Nat Habit is an Indian direct-to-consumer beauty and personal care brand built around the philosophy of Fresh Ayurveda. Combining traditional Ayurvedic wisdom with modern science and leveraging its in-house R&D and manufacturing capabilities, the brand offers fresh, plant-based formulations across hair care, skin care, body care and baby care. Guided by its philosophy, “Breathe Life,” Nat Habit focuses on bringing freshness, efficacy and ingredient-led innovation to everyday personal care routines. Having served over 60 Lakh Households across India, the brand is backed by investors including Trident Growth Partners, Bertelsmann India Investments (BII), Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust and Sharrp Ventures. For more information, please visit: https://nathabit.in/