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Nat Habit Secures $10.2M Funding Led by Bertelsmann, Plans Aggressive Expansion

In a significant funding round, Direct-to-Consumer (D2C) beauty and wellness startup Nat Habit has raised $10.2 million in a series B funding, with Bertelsmann India Investments (BII) leading the investment. The funding round also included participation from existing investor Fireside Ventures, along with Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.

Exit Strategy for Early Investors: A noteworthy aspect of the funding is the allocation of $2 million to facilitate an exit for early-stage investors, promising substantial returns of nearly 4.5 to 5 times their initial investment over a four-year period, according to a statement from Nat Habit.

Strategic Utilization of Capital: Nat Habit intends to utilize the capital for various purposes, including research and development, product development, brand building, offline expansion, and recruitment. The startup aims to strengthen its position in the market and enhance its offerings.

Company Background and Vision: Founded in 2019 by Swagatika Das and Gaurav Agarwal, Nat Habit has garnered a significant customer base, serving approximately 14 lakh customers and shipping 15,000 units per day. The startup emphasizes natural and ayurvedic care, positioning it as a lifestyle choice for consumers.

Proprietary Formulations and Expansion Plans: Nat Habit distinguishes itself by creating proprietary formulations using fresh ingredients such as raw milk, fruits, and herbs. With the recent funding, the company plans to double down on building a stronger community and aims to become the preferred brand for daily personal care needs in India.

Market Outlook: The Indian beauty and personal care market are poised for substantial growth, with Nat Habit aiming to capitalize on this trend. Over the next 24 months, the company plans to expand its product portfolio and venture into offline channels to reach a broader audience.

The beauty and personal care market in India is projected to experience a compound annual growth rate of 10%, reaching $30 million by 2027. Nat Habit’s unique approach to fresh products and natural ingredients has garnered customer love and strong retention, making it a noteworthy player in the evolving landscape.


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