In India’s fast-changing direct-to-consumer (D2C) market, personal care is still a top category. D2C brands here are changing how people find, buy, and use wellness products. One standout is Nat Habit, a D2C startup that has gained trust in a crowded market where organic and natural are common words.
Started in 2019 by Swagatika Das and Gaurav Aggarwal, Nat Habit has earned respect with its Fresh Ayurveda approach. It blends old practices with what today’s consumers want and is growing fast online and in stores. With its own Ayurvedic kitchen, strong R&D, and a tech-based supply chain, Nat Habit has served over 3.5 million customers in India, becoming one of the fastest-growing D2C personal care brands. In fiscal year 2025, the company made Rs 130 crore, up from Rs 80 crore in fiscal year 2024, with 52% of customers buying again. Nat Habit aims to reach a Rs 300 crore run rate by fiscal year 2026 and eventually a Rs 800–1,000 crore turnover in the next three to four years.
This D2C revenue increase is largely because of expanding into new areas and channels. Starting with its own website and Amazon, the brand quickly joined Nykaa, Flipkart, and recently quick commerce platforms like Blinkit, Instamart, and Zepto. By adding shampoo, face wash, and other big categories after long research, Nat Habit has greatly expanded its offerings, marking key D2C product releases in Indian personal care. This shows a typical omnichannel D2C strategy: first direct-to-consumer, then growing through e-commerce, quick commerce D2C, and lastly physical retail.
Today, the brand’s revenue comes mostly from D2C channels, with 9% from e-commerce and 5% each from quick commerce and physical retail. However, quick commerce and physical stores are likely to grow fast in the next year or so, making up 20% of total sales. The company is now in over 1,000 general stores in Delhi NCR, like Modern Bazaar and Sodhi’s Supermarket. By the end of the year, Nat Habit plans to be in 6,000 general stores across Tier I, II, and III cities.
Nat Habit is focusing on discovery-driven growth in quick commerce. The brand expects quick commerce to bring in Rs 200–250 crore of sales when it hits a Rs 1,000 crore run rate. Quick commerce is becoming a way for new D2C personal care brands to be found, not just a convenience. Nat Habit has spent money on a tech-based, just-in-time supply chain, allowing distributors to order every few days and get fresh stock of 40–60 items daily.
As D2C market data points to omnichannel growth, strong product improvements, and new ways to grow, Nat Habit shows how Indian D2C is focusing on size, efficiency, and trust. With plans to reach 7 million households in the next few years, the brand wants to be a reliable Ayurvedic D2C startup and a science-based personal care leader in the Indian D2C market.
