Natural beauty and wellness brand Nat Habit has announced its foray into omnichannel retail, marking a major shift in its distribution strategy. The brand has entered over 1,000 general trade stores across Delhi NCR, including outlets such as Modern Bazaar, Freshlee, and Sodhis Supermarket. In parallel, it is expanding its footprint across quick commerce (Q-commerce) platforms, partnering with Blinkit and Swiggy Instamart in the top eight Indian cities.
The expansion comes on the back of growing demand from Tier 2 and Tier 3 cities, which currently account for 40% of Nat Habit’s revenue. To meet this demand, the company aims to scale its presence to 6,000 general trade outlets nationwide by the end of 2025 and extend its Q-commerce reach to cover 60% of its customer base. These channels are projected to contribute 15% of the company’s total revenue by FY26.
“In dipsticks, people said they loved the brand but couldn’t access it offline—we were leaving money and love on the table. So, we solved from first principles: freshness, reach, and performance per square foot. Offline and Q Commerce are now expected to contribute 15% of our overall revenue when we touch INR 300 cr—a clear signal that this is not an experiment, but a strategic growth driver. 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,” said Swagatika Das, Founder & CEO of Nat Habit.
To support this retail expansion, Nat Habit has introduced a proprietary Just-in-Time (JIT) supply chain system tailored for freshness-focused product delivery. The system enables real-time order intake and frequent restocking, helping ensure product freshness and availability across its retail and Q-commerce networks.
Commenting on the Q-commerce partnership, Hari Kumar G, Senior Vice President at Swiggy Instamart, noted: “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. Nat Habit enjoys strong customer love—reflected in its high repeat orders.”
Founded in 2019, Nat Habit offers “Fresh Ayurveda” products made with 100% natural ingredients using traditional Ayurvedic processes. The company operates its own in-house R&D and manufacturing facilities with tech-enabled systems to ensure product quality and freshness.
In its Series B round, Nat Habit raised $10.2 million, led by Bertelsmann India Investments (BII). Other investors include Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.
