D2C personal care brand Nat Habit has raised ₹142 crore (around $14.7 million) in a Series C funding round led by Trident Growth Partners to scale its offline expansion and broaden its product portfolio, according to inc42.com. The startup plans to increase its offline retail presence from about 20,000 stores to 2 lakh stores over the next three years.
Existing investors Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures participated in the round, alongside new investors Physis Capital and Hero Family Office, inc42.com reported. Nat Habit will also invest in expanding its quick commerce presence and enter new product categories such as sunscreens and serums, supported by increased R&D, formulation, and manufacturing capabilities. Cofounder Swagatika Das said the company aims to make its products accessible to many more households across India.
Nat Habit, founded in 2019 by Swagatika Das and Gaurav Agarwal, sells personal care products including hair oils, masks, scrubs, and face creams, combining traditional ayurveda with modern formulations, inc42.com noted. The brand is shifting focus from primarily targeting higher-income, educated consumers to reaching the broader "Bharat consumer" by adjusting pack sizes and communication strategies. This move reflects a growing trend among D2C brands to expand beyond urban markets into tier 2 and 3 cities.
The company’s offline expansion will include entering modern trade channels and significantly growing its general trade presence, supported by team expansion to manage the rollout, inc42.com reported. Nat Habit’s fresh capital injection aims to strengthen its manufacturing and distribution infrastructure to support this growth.