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D2C personal care brand Nat Habit has raised ₹142 Cr (around $14.7 Mn) in an all-primary  Series C funding round led by Trident Growth Partners to expand its distribution, product portfolio, and manufacturing capabilities.

Existing investors Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures participated in the round, while Physis Capital and Hero Family Office joined the cap table.

The startup plans to expand its offline presence from about 20,000 stores to 2 Lakh over the next three years. Alongside growing its general trade presence, Nat Habit will enter modern trade and expand its team to support the rollout.

The expansion also involves reaching a broader consumer base. Having primarily targeted consumers with higher income and education levels, Nat Habit is now looking to reach what it calls the “Bharat consumer”, with changes to pack sizes and communication.

Beyond offline retail, Nat Habit will use the fresh capital to strengthen its quick commerce presence and expand its product portfolio. It plans to enter categories such as sunscreens and serums, which it does not currently offer, with investments in R&D, formulation, and manufacturing facilities.

“Our ambition now is to make our products accessible to many more households across India,” said cofounder Swagatika Das.

Founded in 2019 by Das and Gaurav Agarwal, Nat Habit sells personal care products, including hair oils, masks, scrubs, and face creams. It says it combines traditional ayurvedic principles with modern science to develop plant-based formulations across haircare, skincare, body care, and baby care.

The startup claims to have served more than 60 Lakh households across India and its annualised gross revenue reaching ₹330 Cr.

Prior to this, Nat Habit raised $10.2 Mn in its Series B funding round in 2023. Back then, the startup said it would use the capital for product diversification, brand building, offline expansion and hiring talent.

The fundraise adds to investments in India’s ayurvedic and herbal wellness segment. In September 2025, Kapiva raised $60 Mn in a Series D round, comprising $28 Mn in primary funding and $32 Mn in secondary transactions. It planned to deploy the fresh capital towards R&D, manufacturing, marketing, and international expansion.

In January this year, Kapiva also launched a ₹50 Cr innovation fund to support ayurvedic research, product development, and the use of AI in Ayurveda.

However, expansion has proved difficult for some brands. Last month, The Ayurveda Co cofounder Param Bhargava announced the startup’s closure, after it ceased operations in July 2025.

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