Indian direct-to-consumer personal care company Nat Habit has raised ₹142 crore in a Series C round led by Trident Growth Partners, aiming to scale aggressively in offline retail and expand its product offerings across new categories.
- Raised ₹142 Cr to boost offline retail footprint from 20,000 to 200,000 stores
- Expanding into modern trade and targeting a broader, mid-tier consumer base
- Introducing new product categories including sunscreens and serums with R&D investments
What happened
Nat Habit, a direct-to-consumer personal care brand founded in 2019, has raised ₹142 crore (approximately $14.7 million) in a Series C funding round led by Trident Growth Partners. Existing investors such as Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures also participated, while new investors including Physis Capital and Hero Family Office joined the shareholder base.
The fresh capital is earmarked to significantly scale Nat Habit’s offline retail presence from roughly 20,000 stores to 200,000 stores within the next three years. Alongside expanding its footprint in general trade, the brand is entering modern trade channels and increasing its workforce to support this large-scale rollout. Additionally, the investment will fund expansion into new product categories beyond its current portfolio, such as sunscreens and serums.
Why it matters
Nat Habit’s funding and expansion efforts reflect a broader trend in India’s D2C personal care sector, where brands increasingly focus on offline retail growth to complement online sales. By targeting the expansive ‘Bharat consumer’ segment—comprised of consumers with moderate incomes and diverse purchasing habits—the company aims to democratize access to ayurvedic and plant-based personal care.
This move also positions Nat Habit to compete more aggressively across different market segments by adjusting pack sizes and marketing communications tailored to broader demographics. The investment into R&D and manufacturing signals a commitment to innovation and product quality, which are critical in capturing consumer trust within the competitive ayurvedic wellness space.
What to watch next
Monitor how effectively Nat Habit scales its offline distribution across urban and rural India, and how this expansion impacts its market share versus competitors in the ayurvedic personal care category. Success in modern trade channels and quick commerce could serve as key indicators of the brand’s growth trajectory.
It will also be important to see how the new product lines like sunscreens and serums perform, given these are high-growth segments with strong consumer demand. The company’s ability to innovate and maintain quality through its enhanced manufacturing capabilities will be critical to sustaining momentum following this funding round.