Nat Habit raises ₹142 Cr Series C for offline push
Direct-to-consumer personal care brand Nat Habit has raised ₹142 crore ($14.7 million) in an all-primary Series C round led by Trident Growth Partners. Physis Capital and Hero Family Office joined, alongside existing backers Bertelsmann India Investments, Mirabilis Investment Trust, and Sharrp Ventures.
The funding arrives as Nat Habit, which focuses on Ayurveda-based products, accelerates its offline expansion. Earlier this month DailyObjects secured ₹332 crore for a similar push, while Theater raised ₹75 crore in September to grow its physical retail footprint. The pattern suggests investors are betting on D2C brands that can translate online traction into tangible shelf space.
Nat Habit’s latest capital will likely fund new stores and inventory, aligning with the ₹500 crore fund Recur Club launched last week to help D2C brands finance working capital ahead of peak demand periods. Whether the offline push will lift margins or dilute unit economics remains an open question for the sector.
Sources: inc42.com · economictimes.indiatimes.com
“The round signals growing investor appetite for D2C brands that blend digital roots with brick-and-mortar expansion.”
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- D2C Brand Nat Habit Raises ₹142 Cr To Scale Offline Expansion — inc42.com
- Ayurveda-focused D2C startup Nat Habit raises Rs 142 crore Led by Trident Growth Partners — economictimes.indiatimes.com
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