Natural beauty brand Nat Habit raises Rs 142 crore to grow in stores, quick commerce

Nat Habit, an Indian beauty and personal care brand built around Ayurveda-inspired, natural ingredients, has raised about Rs 142 crore in a Series C funding round led by Trident Growth Partners. The company announced the round on Saturday, October 10, 2026, after regulatory filings for the investment were reported a day earlier. Existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures also took part. Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit said it will use the money to widen its product range, strengthen formulation and manufacturing, and push further into quick commerce platforms and physical retail stores.

India's beauty and personal care market has been one of the busiest areas for consumer start-ups, and brands rooted in Ayurveda and natural ingredients have found a loyal audience among shoppers who want familiar, traditional ingredients in modern packaging. Nat Habit is one of the larger players in that niche, and a Rs 142 crore round at a time when overall start-up funding has slowed sharply shows investors are still willing to back consumer brands with scale and revenue.

The company is also co-founded and led by a woman. Swagatika Das, its chief executive, has described last year's rebrand as a move from fresh Ayurveda to a bolder expression of natural beauty, and the new round gives her team the money to carry that wider positioning into many more stores.

The strategy behind the round reflects where Indian shoppers now buy. Online-first brands are moving into quick commerce apps, which deliver within minutes, and into neighbourhood stores, because many customers in smaller towns still prefer to try and buy in person. Growing from about 20,000 stores to 2 lakh is an ambitious target that would require strong distribution, steady supply and tight control of quality.

The challenge will be keeping the natural, trusted image while scaling up fast. Larger volumes and more retail channels bring pressure on costs and consistency, and the beauty aisle is crowded with both big consumer companies and new start-ups.

Short-term: More Nat Habit products on quick commerce apps and in physical stores, along with new launches backed by stronger manufacturing.

Long-term: If the expansion works, Nat Habit could become one of India's leading natural beauty brands with nationwide offline reach, adding pressure on established players and opening a path towards a larger round or listing.

Who is affected: Shoppers looking for natural and Ayurveda-inspired beauty products, retailers and quick commerce platforms, rival beauty brands, and suppliers of natural ingredients.

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