Nat Habit has spent years selling Ayurvedic shampoos, face washes and moisturisers. The brand, freshly renamed Breathe Life, is now raising Rs 142.6 crore in fresh funding. The round works out to about $15 million and is being led by Trident Growth Partners.
Bertelsmann, Firstport, Linklight Ventures and a few others are taking part. The board is issuing 22.5 lakh Series C preference shares at an issue price of Rs 633.5 each, according to regulatory filings accessed from the Registrar of Companies.
Who is putting in how much
Trident Growth Partners is leading the round with Rs 91 crore. Bertelsmann will invest Rs 37 crore, while Linklight Ventures adds Rs 6.8 crore. Mirabilis, Firstport and Dharmayug Investments will contribute the remaining amount.
Read More: Ramaswamy-Backed Atlas Atomics Raises $400 Mn In Funding At $1.9 Bn Valuation
Read More: Scott Jordan aka Scotty: Kolkata DJ Building a Distinct Identity in Electronic Music
The proceeds will go towards general corporate purposes, expansion and brand building. Around Rs 2.6 crore of the total will be used to reduce the ESOP pool, the filing shows.
The valuation and the cap table
On Entrackr’s estimates, Nat Habit’s post-money valuation comes to around Rs 800 crore. Moneycontrol had first reported the fresh fundraise in July.
After the fresh issue, Trident Growth Partners will hold 11.44 per cent of the company. Existing backer Bertelsmann will hold 17.54 per cent. Before the issue, founders Swagatika Das and Gaurav Agarwal held 16 per cent each.
A brand in the middle of a makeover
Nat Habit has rebranded itself as Breathe Life. That marks a shift from a strictly Ayurvedic identity to a wider lifestyle proposition, aimed at buyers well beyond its original audience.
The financials show a business growing quickly, with losses rising alongside. In FY25, revenue from operations rose 47.2 per cent year-on-year to Rs 106 crore, while losses climbed to Rs 29 crore. The company is yet to file its FY26 annual statements.
Why D2C personal care keeps drawing cheques
India’s personal care market rewards brands that can repeat purchases. Natural and Ayurvedic labels have an edge there, because customers tend to buy the same shampoo or oil again and again. Nat Habit built its following on exactly that repeat behaviour, selling through its own website and online marketplaces.
That stickiness has attracted growth capital even as D2C funding has cooled elsewhere. The market for natural personal care is crowded, though, and shelf space online is not free. Nat Habit’s task now is to convert a larger cheque into wider distribution and a sharper brand, without letting losses widen further. Whether the Breathe Life rename helps it stand apart is the next thing to watch.