Nat Habit raises ₹142 crore Series C led by Trident Growth Partners to chase 2 lakh stores

Ayurveda-led personal care brand Nat Habit has raised ₹142 crore in an all-primary Series C round led by Trident Growth Partners, the company announced on 10 October 2026. Existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures participated, alongside new backers Physis Capital and Hero Family Office.

Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit has built its brand on “Fresh Ayurveda” — natural hair, skin, body and baby care formulations made in-house. The company says its annualised gross revenue has reached ₹330 crore, and that it has served over 60 lakh households across India.

The fresh capital will go into three priorities: widening the product portfolio, scaling distribution across quick commerce and offline retail, and deepening digital reach in Tier 2 and Tier 3 cities. The brand plans to enter new categories such as serums and sunscreen over the next three years.

Manufacturing is the biggest capex item. Nat Habit’s Gurgaon facility currently spans 40,000 sq ft and ships about 1 million units a month; the company plans to expand to 1.5 lakh sq ft and lift capacity to 5 million units a month over the next 18 months. On distribution, it wants to grow its general-trade footprint tenfold — from 20,000 stores today to 2 lakh stores over three years — while deepening presence in its existing eight cities before expanding to 35–40.

The company has outlined plans to improve profitability alongside the retail and category expansion. “Our ambition now is to make our products accessible to many more households across India,” co-founder Swagatika Das said. Trident’s managing partner Atul Gupta said the firm was backing Nat Habit because consumers are increasingly seeking natural products they can trust for the whole family.