Nat Habit, a D2C beauty and wellness brand, has surpassed the INR 100 crore milestone in terms of its annualized revenues for the fiscal year 2023-2024.
After securing $10.2 million in December, the brand has been enhancing its online marketplace presence and concentrating on expanding its product portfolio.
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“We concentrated on expanding our product portfolio and working to strengthen brand penetration, which drove this growth. We have found that our all-natural goods are well received by our customers. Our footprint across all online channels, including marketplaces, has also been growing,” said Swagatika Das, Nat Habit’s Co-Founder.
The brand is also striving to achieve EBITDA profitability within the next 17-18 months.
“We are committed to redefining the category by harnessing the true potential of natural ingredients. Unlike relying on contract manufacturers, we have established our own manufacturing setup. Our vision is to be the forefront of the category with our ‘Fresh Ayurveda’ proposition,” she elaborated.
Approximately 55% of the brand’s revenue originates from its proprietary D2C site, while the remaining portion is generated from e-commerce marketplaces.
The brand is currently in the final stages of solidifying its offline strategy.
“We’ve been proceeding methodically, starting with our own D2C site. After extending the shelf life of our products from 3-4 months to 5-6 months, we expanded to selling on marketplaces. Now, we’re advancing further by stocking our products in marketplace warehouses for quicker replenishment cycles of 5-7 days. Similarly, for our offline strategy, we’ll collaborate with partners who grasp our value proposition and can facilitate swift replenishment,” she clarified.
The startup is broadening its footprint in both hair care and bolstering its skin care lineup. The majority of its business stems from top-tier cities and metropolitan areas.
“Currently, approximately 30% of our business is derived from smaller cities and tier-2 markets,” Das elaborated. “We anticipate rapid growth in this segment as we intensify our efforts to enhance brand awareness.”
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