The Indian natural cosmetics brand Nat Habit has successfully raised ₹142 crore in a Series C funding round. Trident Growth Partners led this round.
Existing investors, including Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures, participated in the investment round, along with new participants—Physis Capital and Hero Family Office.
The capital raised will be used by the company to expand its product range, strengthen manufacturing and formulation capabilities, and scale distribution through both quick commerce platforms and offline retail channels.
Nat Habit was founded in 2019 by Swagatik Das and Gaurav Agarwal. According to the company, the brand's annual gross revenue reached ₹330 crore.
Swagatik Das, co-founder of Nat Habit, noted that the brand was launched with the conviction that natural cosmetics should never force consumers to compromise on freshness or efficacy. This principle defined their path—from developing proprietary formulas to creating a brand that integrates the benefits of Ayurveda into daily self-care.
According to Nat Habit, the brand has created a unique selling proposition by combining traditional Ayurvedic principles with modern scientific developments. These fresh formulations are produced using the company's own research and production facilities. The company's portfolio covers hair care, skin care, body care, and baby cosmetics.
Currently, Nat Habit aims to move beyond major urban markets by expanding its presence in second-tier and lower-tier markets.
Atul Gupta, Managing Partner at Trident Growth Partners, stated that the Indian personal hygiene market is transforming, and consumers are increasingly seeking fully natural products they can trust for the whole family. He emphasized that Nat Habit has built an attractive business around the concept of 'Fresh Ayurveda,' offering natural benefits in daily care through advanced in-house research, development, and manufacturing.
Trident Growth Partners is a private growth-stage private equity firm headquartered in Bengaluru. The company supports leading founder-led businesses across consumer, financial services, corporate technology, manufacturing, and healthcare sectors.
