ISN Exclusive: Ayurvedic beauty brand Nat Habit in talks to raise fresh funds from Bertelsmann India

Consumer companies are having the time of their lives. Rich buyouts, lucrative M&A offers, lofty valuations and successive fundraises, everything is happening in the consumer – especially the direct-to-consumer (D2C) – space. 

Nat Habit, an ayurvedic D2C beauty and personal care brand, is in talks to raise Rs 130 to 150 crore in funding from Bertelsmann India Investments (BII), sources who are privy to confidential information told IndianStartupNews (ISN). 

BII is an existing investor in the company and is doubling down after seeing impressive traction in the company. 

Nat Habit and BII chose not to reply to ISN’s queries. 

While the brand has grown from Rs 72 crore in FY24 revenues to Rs 106 crore in FY25, funds are being infused when Nat Habit has seen its losses surge from Rs 18 crore in FY24 to Rs 29 crore in FY25. 

The funds will be directed towards spending on business expansion and more including offline expansion. 

Nearly a year ago, Nat Habit said it had entered the omnichannel retail space with a dual expansion strategy. The brand claims that its products are now available in over 1,000 general trade stores across Delhi NCR, including outlets such as Modern Bazaar, Freshlee and Sodhis Supermarket.

Simultaneously, it is scaling its presence across quick commerce platforms, partnering with the likes of Blinkit and Instamart across the top 8 cities.

Nat Habit said that its entry into offline retail is driven by consumer insight. With 40% of current revenue coming from Tier 2 and 3 cities, the omnichannel rollout supports the company’s deeper push into high-potential non-metro markets, the company said.

“In dipsticks, people said they loved the brand but couldn’t access it offline - we were leaving money and love on the table,” Swagatika Das, Founder & CEO, Nat Habit, had said back then. 

Founded in 2019, Nat Habit is a natural beauty and wellness brand that offers "Fresh Ayurveda'', a reality for the first time in India. The brand claims that it uses 100% natural ingredients, authentic ayurvedic processes and fresh preparation of products in its ayurvedic kitchen. Notably, it has in-house R&D and a tech-enabled in-house manufacturing setup.

Nat Habit has raised over Rs 150 crore so far across several rounds from Bertelsmann India Investments (BII). Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.