Nat Habit, the direct-to-commerce beauty and wellness brand, has successfully secured $10.2 million in a series B funding round, with Bertelsmann India Investments leading the investment. Existing investor Fireside Ventures also participated, along with Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures. The company, founded by Swagatika Das and Gaurav Agarwal, has previously raised about $7 million in total funding.

Approximately $2 million from the latest funding will be utilized for early-stage investor exits, offering returns of about 5X in four years. Nat Habit, currently generating annual recurring revenues of Rs 82 crore, plans to allocate the funds for growth, expansion into new categories, retail initiatives, research and development, and talent acquisition. The company, which manufactures all its products in-house, intends to venture into offline sales through modern and general trade, with plans to open two outlets in the coming financial year.

Nat Habit’s product range includes moisturizers, hair oils, face wash, ubtans, henna, and lip scrubs made from natural ingredients like grains, grams, nuts, milk, yogurt, herbs, and flowers. The brand aims to achieve over four times growth in revenue, targeting Rs 350 crore in annual recurring revenue over the next 24 months. Serving nearly 1.4 million customers, Nat Habit ships 15,000 units per day, with a significant customer base from tier 1 and 2 cities and growing demand from tier 3 cities.

That’s awesome news! Nat Habit secured $10.2 million in funding, led by Bertelsmann India Investments. They make natural beauty and wellness products and have big plans for growth and expansion.  Sending my best wishes to Nat Habit team. 

~ Dr Shishir said Gupta founder & CEO of StartupLanes 

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