Nat Habit Surpasses ₹100 Crore Annualised Revenue Milestone in FY 2023-24

Nat Habit, a pioneering D2C natural beauty and personal care brand announces its milestone achievement of surpassing ₹100 Crore in annualized revenue for the fiscal year ending March 2024. The brand, which raised $10.2 million in December, has been strengthening its presence on online marketplaces and focusing on product portfolio expansion.

The brand also aims to become EBITDA profitable over the next 17–18 months and about 55% of the brand’s revenue comes from its own D2C site and the balance comes from e-commerce marketplaces. The brand is seeing 30% of its business coming from smaller cities and tier-2 markets.

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Since its inception in 2019, Nat Habit has remained committed to excellence - sourcing, manufacturing, and delivering potent Ayurveda-inspired products that are made fresh daily. With authentic ingredients and breakthrough format innovations, the company has a 52% repeat rate, one of the highest in the beauty and personal care segment. With heavy investment in R&D, Nat Habit stands out with its innovative formulations and rigorous process controls to deliver uniquely fresh Ayurveda.

Commenting on this development Swagatika Das, Co-founder of Nat Habit said, “We are thrilled to announce that Nat Habit has surpassed the Rs. 100 Cr mark in annualised revenue.  It's a significant milestone for us and we celebrate the immense love  of  consumers who have embraced our 100% natural products so whole-heartedly. As Co-founder, I am immensely proud of the team that has made it happen with its unwavering commitment to excellence despite initial setbacks. As we move to the next leg of our journey,  we remain deeply committed to our mission of making authentic 100% natural beauty and personal care accessible to every Indian household. We believe in giving more than we take and are confident that the consumer and stakeholders will truly benefit as we move ahead. “

Over the past year, Nat Habit has executed strategic initiatives aimed at propelling growth and enhancing accessibility for consumers nationwide. These include strengthening presence on platforms such as Amazon, Nykaa, and Flipkart, without compromising on “freshness”.

Furthermore, the company has prioritised faster service levels, reduced delivery timelines with process efficiency measures for enhanced consumer delight. The company is also continuing to invest in the right talent pool to further its growth ambitions. 

Commenting on this development Gaurav Agarwal, Co-founder of Nat Habit said, “I am happy that Nat Habit has reached the  first big milestone of 100 Cr ARR. I am proud of our team, which is dedicated to creating a more natural and better world. We are poised for an exciting future with investments in R&D,  robust in-house tech capabilities and commitment to optimise our supply chain to handle current and new product offerings. With our continued focus on innovation, authenticity and consumer delight we aim to redefine the standards of the natural beauty and personal care industry.”

The Indian beauty and personal care industry is poised for substantial growth, with projections indicating that it will reach $30 billion by 2027. Nat Habit aims to play a pivotal role in this growth trajectory by being well-positioned for expansion and innovation, reaffirming its commitment to simplifying, modernising, and democratising authentic 100% natural beauty and personal care.

Looking ahead, the company envisions expanding its product portfolio in both haircare and skincare, enhancing brand visibility, and exploring offline channels to cater to a wider consumer base.

About Nat Habit

Founded in 2019, Nat Habit is a pioneering natural beauty and personal care brand that offers "Fresh Ayurveda'', a reality for the first time in India. Nat Habit lays emphasis on the use of high-quality 100% natural ingredients such as raw milk, fruits, and herbs along with authentic Ayurvedic processes for the fresh preparation of products in its Ayurvedic kitchen.

It is able to deliver on its commitment with a strong in-house R&D and a tech enabled in-house manufacturing setup. Nat Habit raised $10.2 Million in Series- B funding led by Bertelsmann India Investments (BII). Peak XV Partners, Fireside Ventures, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures are the other key investors in the brand.

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