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Titan Capital · Category: Investment News
Nat Habit Raises ₹142 Crore in Series C to Take Fresh Ayurveda Beyond the Metros
12 October 2026
The personal care brand, backed early by Titan Capital, plans to grow from about 20,000 stores to 2 lakh over three years.
Nat Habit, the personal care brand founded in 2019 by Swagatika Das and Gaurav Agarwal, has raised ₹142 crore in a Series C round led by Trident Growth Partners. The round is all primary, meaning every rupee goes into the business rather than to existing shareholders.
Existing investors Bertelsmann India Investments, Mirabilis Investment Trust and Sharrp Ventures | Harsh Mariwala Investment Office took part. Physis Capital and Hero Family Office joined the cap table.
The company says it has served more than 60 lakh households and reached an annualised gross revenue of ₹330 crore.
Fresh Ayurveda, made in-house
Nat Habit sells hair oils, masks, scrubs, face creams and baby care products. Its pitch is freshness: formulations that combine traditional Ayurvedic principles with modern science, developed through its own R&D and made in its own facilities.
That in-house loop is a large part of why the brand has been able to build a range across hair care, skin care, body care and baby care without handing the formulation to someone else.
Where the money goes
The company has set out three priorities for the capital.
Distribution. Nat Habit plans to grow its offline presence from about 20,000 stores to 2 lakh over the next three years. Alongside general trade, it will enter modern trade and add people to support the rollout. It will also deepen its presence on quick commerce platforms.
A wider customer. The brand has so far sold mostly to higher-income, more educated buyers. It now wants to reach what it calls the "Bharat consumer", with changes to pack sizes and communication, and a bigger digital push in Tier 2 and Tier 3 cities.
Range and manufacturing. New categories such as sunscreens and serums, which it does not sell today, backed by further investment in R&D, formulation and manufacturing.
We started Nat Habit with a simple belief: natural personal care should never require consumers to compromise on freshness or efficacy. That belief has shaped our journey, from developing our formulations in-house, to building a brand that brings the goodness of Ayurveda into everyday personal care routines. The trust and response we have received from consumers over the years have reinforced our conviction and given us the confidence to think bigger. Our ambition now is to make our products accessible to many more households across India.
Why we backed it early
Titan Capital invested in Nat Habit early, and it has been something to watch the business compound since. A brand that formulates and manufactures its own products, then takes them from a few thousand shelves to a few lakh, is doing the hard part of consumer brand-building: holding the product promise while the distribution grows around it.
We congratulate Swagatika, Gaurav and the whole Nat Habit team on the round.