Nat Habit is making waves in the quick commerce scene with its fresh approach to beauty. This innovative skincare brand is taking its Ayurvedic formulations beyond direct-to-consumer sales and placing them right on the shelves of local kirana stores and in the carts of q-commerce platforms. With a presence in over 1,000 general trade stores across Delhi-NCR and partnerships with services like Blinkit and Instamart, Nat Habit is truly embracing an omnichannel strategy — but on its own unique terms.
Founded by Swagatika Das, Nat Habit specializes in creating perishable beauty products using real herbs and flowers, from amla to hibiscus, all processed in-house through a vertically integrated system. The company has developed a Just-in-Time (JIT) supply chain that ensures products are restocked every 1 to 2 days, keeping freshness at the forefront of their mission.
What’s particularly interesting is how Nat Habit is breaking away from traditional beauty retail norms by not extending credit to distributors. Instead, they operate on a cash-based model with short cycles, promoting quicker turnover and a leaner inventory — a bold move in the Indian general trade landscape.
“We’re not scaling blindly. We’re scaling where people already ask for us,” Das explains. And it seems to be working — the brand anticipates that 15% of its ₹300 crore revenue target will come from q-commerce and offline retail.
While many brands launch with a wide array of products, Nat Habit is starting small, focusing on fast-moving categories like serums, hair masks, and scrubs. Their aim is to create depth in their offerings rather than just filling up shelf space.
With $10.2 million in backing from Bertelsmann, Fireside Ventures, and Amazon, Nat Habit is also preparing to introduce new products, including sunscreen and hair serums that aim to rival pharma-grade options — all crafted with Indian botanicals.
The brand’s commitment to scientific research and development, along with its precise supply chain, demonstrates that fresh beauty can indeed scale — as long as it’s done thoughtfully.