In 2017-18, Swagatika Das and Gaurav Agarwal observed two significant trends in the Indian market:

 

🔷 A growing number of Indian consumers were willing to pay a premium for a better lifestyle – for products that claim to be natural or organic

🔷 More often than not, these consumers were buying products online

 

Digging deeper, they discovered that India’s natural and organic skincare market is set to grow at a CAGR of 25% over the next decade—a sweet spot to establish a business. Eureka!

 

This led to the inception of Nat Habit in 2019!

 

The focus? 100% natural and ultra-potent beauty & wellness products that help consumers elevate their lifestyles—without compromising on ingredients or sustainability.

 

Within just 5 years of launch, Nat Habit is on to some great numbers:

 

💠 INR 100 Cr ARR in FY24

💠 22 Lakh+ customers

💠 10,000+ orders rolling in every month

 

Nat Habit’s rise is no accident—it’s a masterclass in understanding consumer preferences, leveraging online channels, and delivering products that tick all the right boxes.

 

First Things First – Revenue 🎯

Nat Habit has been on a spree – growing fast and acquiring new customers every passing day.

Growth that’s validated by finances. Truly!

 

 

Financials Of Nat Habit

 

 

But what worked for Nat Habit?

 

Targeting India’s Urban, Conscious Consumers

 

Nat Habit identified a clear target demographic: urban women who are informed, careful about what goes into their skincare, and willing to invest in premium, sustainable beauty solutions.

 

Swagatika pointed out in an interview, “Our audience reads ingredient labels, they check for harmful additives, and they prefer brands that align with their belief in beauty.”

 

And, Nat Habit’s focus on transparency in sourcing and formulation—paired with clear, educational communication—resonated deeply with this audience.

 

They weren’t just selling products; they were selling values!

 

Getting Manufacturing Right!

 

Nat Habit undertook a hybrid manufacturing approach—a strategy that proved to be a critical growth lever!

 

Rather than following the D2C trend of outsourcing everything to contract manufacturers, they struck the balance between in-house and contract manufacturing.

 

3 smart reasons:

 

✔️ Quality Control: Outsourcing everything would mean less control over quality. By maintaining some in-house manufacturing, they had better oversight on how raw materials were processed.

✔️ Scalability: On the flip side, relying purely on in-house manufacturing can limit how fast you can scale. This hybrid model gave them the flexibility to grow quickly while still ensuring quality.

✔️ Control Over Raw Material Processing: With 800+ natural ingredients in their arsenal, it became crucial to process them under strict supervision, again made possible by in-house manufacturing.

 

Swagatika once said, “Having an in-house facility allowed us to control how ingredients were processed, which directly affected the texture, shelf-life, and overall quality of our products.

 

10/10 On Product Innovation & Packaging

 

Nat Habit built their entire value prop around products made fresh, like how food is prepared.

 

This isn’t just a gimmick—it’s a core differentiator.

 

Unlike traditional beauty products that sit on shelves for months or years, Nat Habit’s offerings are fresh-made in small batches!

 

Their product range reintroduces old-school Indian beauty rituals, reviving traditional ingredients like turmeric, sandalwood, and rose

 

 

SKUs of Nat Habit

 

 

The packaging also echoes freshness. They used earthy, natural packaging designs that clearly communicated the brand’s philosophy—minimal, eco-conscious, and with an emphasis on authenticity.

 

Into Nat Habit’s Growth Channels Strategies!

A significant driver behind Nat Habit’s rapid rise has been its ability to build a fiercely loyal customer base.

 

With repeat customers accounting for 30-40% of monthly revenue, it’s clear that their retention strategies are top-tier.

 

Let’s dive deeper?

 

Cracking The Marketplace Code

 

The marketplace algorithm can be tricky, but Nat Habit figured it out early on. Amazon Pi and other analytics tools have been their secret weapons in ensuring their products rank high in popular search categories.

 

How did they do it?

 

☑️ Optimised Product Listings: They mastered SEO for marketplaces, ensuring keywords like ‘natural skincare’ placed their products right where customers were searching.

☑️ High Customer Ratings: Their products consistently boast 4.6+ ratings, creating an immediate trust for new buyers and driving higher sales conversions.

 

By playing the marketplace game with finesse, Nat Habit significantly boosted visibility and converted that into 60% of their overall sales.

 

Optimising The Website For Conversions

 

While marketplaces drive volume, the key to building a direct relationship with consumers is through the D2C website. Their website is intuitively designed to deliver a seamless shopping experience:

 

☑️ Easy Navigation: Customers can shop for skin concerns, product categories, or even by ancient ingredients like sandalwood or rose—a strong hook for beauty enthusiasts.

☑️ Exclusive Discounts: They incentivise customers to buy directly from the website by offering early-bird access to product launches and exclusive deals.

 

It’s a win-win: the customer feels special, and Nat Habit cuts down on marketplace commissions.

 

Tapping Into UGC & Influencers

 

Nat Habit capitalised on user-generated content (UGC), encouraging customers to share their skincare routines and product reviews on Instagram.

 

 

Instagram posts by Nat Habit

 

 

Their Instagram following grew to 130,000+ in just a year, allowing them to tap into organic word-of-mouth marketing. Today, they have 380,000+ followers.

 

The brand also leveraged influencers and beauty bloggers, who championed the “fresh-made” narrative, further boosting credibility.

 

The Road Ahead For Nat Habit 🚀

Nat Habit’s growth trajectory from 2019 to now is nothing short of remarkable. By blending product innovation, a marketplace-first strategy, and a commitment to fresh, Ayurvedic beauty, the brand has carved a distinct niche in the crowded BPC space.

 

As they continue to scale, the challenge consistency on the USP front—freshness—while expanding operations.