NatHabit

About NatHabit

NatHabit is a Gurugram-based fresh Ayurvedic beauty and wellness brand on a mission to prove that genuinely natural beauty care can be both effective and sustainable. Founded in 2019 by Swagatika Das and Gaurav Agarwal, NatHabit was built on a simple but radical premise: that most products calling themselves natural contain only 1-2% natural extracts, and that consumers deserve something far more honest. The brand crafts its entire range from 100% natural ingredients with zero chemicals and zero synthetic preservatives.

Fresh Ayurveda — Made Daily in the Kitchen

NatHabit defines its practice as Fresh Ayurveda. Rather than manufacturing in large automated batches and stockpiling product for months, the team prepares formulations daily or on alternate days in small, kitchen-style Ayurvedic production units. This mirrors the way Ayurvedic preparations have been made at home for generations — fresh, potent, and alive. The company cold-processing methods preserve the bioactive nutritive and curative properties of each ingredient, so that what reaches the customer is as close to the original plant or food source as possible.

The ingredient list reads more like a pantry than a cosmetics catalogue: Wild Turmeric, Hibiscus, Fresh Neem, Rosemary, Raw Milk and Ghee, Aloe Vera, Sesame, Masoor Dal, and multi-nut blends are among the core actives used across the range. Each formulation is clinically tested, AYUSH-certified, and GMP-compliant with annual audits ensuring that both ingredient sourcing and end products meet the AYUSH criteria consistently.

Product Range

NatHabit product catalogue spans hair care, face care, body care, baby care, and men grooming — all formulated on the same zero-chemical, zero-preservative philosophy. Hair care products include shampoos, hair oils, ubtan-based packs, and scalp treatments developed around ingredients like Rosemary, Hibiscus, Methi (fenugreek), and anti-dandruff actives. Face care covers cleansers, face packs, oils, and moisturisers rooted in ingredients such as Wild Turmeric and Bioactive Vitamin C. Body care offerings — soaps, lotions, and body ubtan products — follow the same rigorous natural formulation standard.

The brand has grown to reach over 22 lakh customers and is present in 3,000 plus offline stores across Haryana and the wider country, while also operating a direct-to-consumer channel through its own website. As of 2023-24, NatHabit crossed INR 100 crore in annual recurring revenue, and is now operating near a INR 250 crore annual run rate, making it one of the most credible scaled-up brands in the clean beauty segment in India.

Sustainability Practices and Packaging Commitments

NatHabit sustainability story goes well beyond the formulations. The company published a packaging-centred Sustainability Impact Report in December 2025, laying out concrete, measurable targets — not vague intentions.

Over a 24-month period, NatHabit transitioned 72% of its PET bottles to rPET (recycled PET), working with multiple certified recycling suppliers through annual supply agreements to ensure stable availability despite India fragmented recycling ecosystem. The company also eliminated 35 tonnes of plastic bubble wrap by developing a custom-built proprietary paper bubble wrap — tested extensively across courier partners, routes, and climate conditions before being rolled out at scale. Biodegradable paper packaging has been introduced across portions of the product range. Future plans include compostable packaging, pending reliable performance certification and the development of India composting infrastructure.

On the manufacturing side, the small-unit, kitchen-style production model means low energy consumption, zero chemical discharge into water systems, and minimal industrial emissions. Pollution control systems, upgraded waste handling, and energy-efficient cold-processing equipment have all been incorporated into the production setup. Rather than scaling through larger automated lines, NatHabit scales by adding more small units — keeping each batch close to the fresh, low-waste ideal that underpins the brand.

Founders and Mission

Swagatika Das, Co-Founder and CEO, brings an IIT Kharagpur and INSEAD background, and previously led sales and operations strategy at Apple across the Asia-Pacific region. Gaurav Agarwal, Co-Founder, adds complementary expertise in business building. Neither founder came from a personal care background — by design. Their goal was to build a brand whose differentiation would come from the product itself, not from packaging or marketing. The brand has attracted institutional confidence from investors including Fireside Ventures and Bertelsmann India Investments, with a Series B funding round of USD 10.2 million completed in January 2024. That capital has been channelled primarily into expanding production capacity, deepening sustainability infrastructure, and extending offline reach.

Why NatHabit Belongs in the Green Directory

NatHabit qualifies for the Prakati Green Directory on multiple fronts. The formulations are 100% natural, biodegradable, and free from synthetic chemicals and preservatives. The production model is low-energy, kitchen-scale, and near zero-emission. The packaging programme has documented, measurable reductions in plastic consumption — 35 tonnes of plastic bubble wrap removed, 72% rPET bottle transition — backed by a published sustainability report. The brand is AYUSH-certified and GMP-compliant. And it is a genuinely Indian brand, rooted in Ayurvedic tradition, scaling responsibly without compromising on its core natural commitment.

For consumers looking to make greener choices in their personal care routines, and for businesses seeking a benchmark in what honest natural beauty looks like at scale, NatHabit sets a meaningful standard in the Indian beauty and wellness space.