Can Nat Habit Outdo Mamaearth, Plum & The Ilk In The Beauty & Personal Care Space

Swagatika Das and Gaurav Agarwal had little idea that their shared interest in nature would one day lay the foundation for Nat Habit. Agarwal, who comes from a family of doctors, and Das, with an agricultural background, grew up surrounded by the healing power of nature. 

Their childhoods involved homemade skincare, ground herbs, and natural remedies passed down through generations, shaping their interest in natural wellness. 

However, when the duo entered the personal care industry, they realised that many products labelled as “natural” contained little to no natural ingredients and were filled with preservatives. 

Determined to change this, they created preservative and chemical-free beauty solutions. In 2019, Nat Habit was born to offer 100% natural, fresh and effective skincare and haircare products.

Nat Habit’s Vanity Stack

The D2C BPC brand claims to offer beauty products crafted using authentic Ayurvedic wisdom. To ensure purity, it manufactures products using grains, pulses, nuts, milk, yogurt, fresh herbs, and flowers in its own Ayurvedic kitchens.  

Each product is certified by AYUSH and GMP, guaranteeing quality and safety. Committed to sustainability, the brand uses eco-friendly packaging for 40% of its range. With over 250 SKUs across 40 hair and skincare categories, Nat Habit continues to bring Ayurveda to modern beauty routines. 

Nat Habit Doubles Its Top Line 

Last year’s top ranker in the FAST42 list, Nat Habit, has seen a remarkable jump in revenue growing from INR 44 Cr in the financial year 2022-2023 (FY23) to INR 80 Cr in FY24. A key reason behind this growth is its strong repeat purchase rate of 52%, as claimed by its founders. 

Named Best Natural/Organic Product of the Year by ASSOCHAM, Nat Habit’s products are available across major ecommerce platforms like Amazon, Nykaa, Flipkart, and Myntra, among others.

It has also taken the quick commerce leap, helped by platforms like Blinkit, Zepto, and Swiggy Instamart.

Since its launch, the brand has raised INR 114 Cr from backers such as Bertelsmann India Investments (BII), Peak XV Partners, Fireside Ventures, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.

Nat Habit Walks On The INR 100 Cr Ramp

Nat Habit is aiming for INR 130 Cr in revenue by FY25, with an even bigger target of INR 210 Cr by FY26. To get there, the brand plans to strengthen influencer collaborations, invest in community-building, and expand its offline presence. 

It is also scaling up quick commerce operations, focussing on optimising product shelf life and streamlining its supply chain to meet growing demand.

In the pipeline is a mobile app designed to enhance customer engagement and simplify shopping. The brand is also gearing up to launch new products, including serums and sunscreens, as it continues to expand its portfolio.

[Authored By Pooja Yadav]