Direct-to-consumer (D2C) beauty and wellness brand Nat Habit has officially entered the omnichannel retail space with a dual expansion strategy spanning offline general trade and quick commerce platforms. The brand now has its products available in over 1,000 stores across Delhi NCR, including Modern Bazaar, Freshlee, and Sodhis Supermarket.
At the same time, Nat Habit is strengthening its presence across Q-commerce platforms like Blinkit and Swiggy Instamart, covering India’s top 8 cities. This expansion comes as a response to consumer demand and the company’s ambition to go deeper into high-growth Tier 2 and Tier 3 cities, which already contribute nearly 40% of the brand’s current revenue.
Strategic Shift to Omnichannel Retail
Founded in 2019, Nat Habit has built a reputation for its “Fresh Ayurveda” promise, offering beauty and wellness products made with 100% natural ingredients using traditional ayurvedic processes. The company’s shift from digital-first to omnichannel marks a significant move toward accessibility and brand ubiquity.
“We were leaving money and love on the table,” said Swagatika Das, Founder & CEO of Nat Habit. “Offline and Q-Commerce are now expected to contribute 15% of our overall revenue when we touch INR 300 crore—a clear signal that this is not an experiment, but a strategic growth driver.”
Proprietary JIT Supply Chain for Freshness-Led Products
As part of its expansion, Nat Habit has launched a proprietary Just-in-Time (JIT) supply chain system. The tech-led platform enables real-time order intake and frequent restocking, ensuring freshness-led products remain shelf-ready both online and offline.
“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,” added Das.
Nat Habit plans to expand its offline footprint to 6,000 general trade stores by the end of 2025 and increase Q-commerce penetration to cover 60% of its customer base. These new channels are expected to contribute 15% of total revenue by FY26.
Partnering for Performance
Commenting on the quick commerce partnership, Hari Kumar G, Senior Vice President at 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.”
Backed by Strong Investor Support
Nat Habit raised $10.2 million in its Series B funding round led by Bertelsmann India Investments (BII). Other notable investors include Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.
With in-house R&D, a proprietary ayurvedic kitchen, and a tech-enabled manufacturing setup, Nat Habit continues to build on its core differentiator—freshness rooted in Ayurveda—while unlocking new channels for scale and consumer reach.