Nat Habit enters omnichannel retail with q-commerce; aims to reach 6,000 trade stores by 2025-end

D2C brand Nat Habit has 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.

It aims to scale to 6,000 general trade stores nationwide by 2025-end and expand its Q-commerce footprint to cover 60% of its customer base. These new channels are expected to contribute 15% of total revenue by FY26. 

Commenting on the expansion, Swagatika Das, Founder & CEO, Nat Habit, said, “In dipsticks, people said they loved the brand but couldn’t access it offline - we were leaving money and love on the table. So, we solved from first principles: freshness, reach, and performance per square foot. Offline and Q Commerce are now expected to contribute 15%  of our overall revenue when we touch INR 300 cr —a clear signal that this is not an experiment, but a strategic growth driver. Cracking 1,000 stores, backed by cash-based distributor partnerships and in-house execution, shows what’s possible when tech, trust, and intent come together” 

As part of its omnichannel strategy, Nat Habit has launched a proprietary Just-in-Time (JIT) supply chain system to support the unique operational needs of freshness-led products. The tech-led system enables real-time order intake and frequent restocking, ensuring products remain fresh and readily available across both general trade and quick commerce channels. 

Speaking on the partnership, Hari Kumar G, Senior Vice President, Swiggy Instamart said: “Beauty and personal care is a fast-growing category in quick commerce, where success hinges on agility and product readiness. Nat Habit’s supply chain, built for freshness and rapid replenishment, is well-suited to the space. It’s refreshing to see a brand designed ground-up for this channel. Nat Habit enjoys strong customer love—reflected in its high repeat orders.”

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 raised $10.2 million in a Series B funding round led by Bertelsmann India Investments (BII). Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures are the other key investors in the brand.