Nat Habit Secures $15M in Series C Funding Led by Trident Growth Partners

Nat Habit, an Ayurvedic-focused personal care brand, has successfully raised $15 million in a Series C funding round led by Trident Growth Partners. This all-primary round also included participation from existing investors such as Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures, alongside new investors Physis Capital and Hero Family Office. The company plans to utilize the fresh capital to expand its product portfolio and scale distribution across quick-commerce platforms and offline retail, with a particular focus on enhancing its presence in Tier II and Tier III cities across India.

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit combines traditional Ayurvedic principles with modern science to create fresh personal care formulations. The brand’s product offerings span hair care, skin care, body care, and baby care. The company claims to have served over 6 million households in India and reported an annualized gross revenue of approximately Rs 330 crore.

The Indian personal care market is evolving, with consumers increasingly seeking all-natural products that are safe for the whole family. Nat Habit’s unique positioning around Fresh Ayurveda caters to this demand, presenting a significant competitive advantage in a market with considerable room for growth. Atul Gupta, Managing Partner at Trident Growth Partners, emphasized the brand's commitment to delivering effective, natural products, which enhances its appeal among health-conscious consumers.

This funding round marks a significant step for Nat Habit as it aims to make its products accessible to even more households across India, thereby strengthening its market presence and growth potential. As the personal care sector continues to grow, Nat Habit is well-positioned to capitalize on the increasing consumer preference for natural and effective personal care solutions.