MUMBAI: Nat Habit, a D2C brand that focusses on freshly-made, natural beauty and personal care products, enters the omnichannel retail space with a dual expansion strategy. The brand is now available in over 1,000 general trade stores across Delhi NCR, including leading outlets such as Modern Bazaar, Freshlee and Sodhis Supermarket. Simultaneously, it is scaling its presence across quick commerce platforms, partnering with the likes of Blinkit and Instamart across the top 8 cities.
Nat Habit’s entry into offline retail is driven by strong consumer insight — while the brand enjoys high affinity online, many customers lack access to its products in physical retail environments. Consumer surveys conducted during store onboarding revealed that 2 in 10 visitors already ask for Nat Habit by name, indicating strong brand recall and pull. At the same time, a parallel transformation is underway, where consumers are shifting to Q-commerce, demanding speed and freshness.
Nat Habit’s fresh promise aims to fit seamlessly and goal is to make it a natural contender in the real-time online beauty aisle. Recognising this demand, the company has built a tech-powered distribution model designed for freshness, reach, and retail efficiency to deliver performance from day one.
With 40% of current revenue coming from Tier 2 and 3 cities, the omnichannel rollout supports the company’s deeper push into high-potential non-metro markets. In-store sampling and promotional activations are already underway across key retail locations. With this approach, Nat Habit aims to scale to 6,000 general trade stores nationwide by 2025-end and expand its Q-commerce footprint to cover 60% of its customer base. These new channels are expected to contribute 15% of total revenue by FY26.
Commenting on the expansion, Swagatika Das, Founder & CEO, Nat Habit, said, “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”
As part of its omnichannel strategy, Nat Habit has launched a proprietary Just-in-Time (JIT) supply chain system to support the unique operational needs of freshness-led products. Built for speed and precision, the tech-led system enables real-time order intake and frequent restocking, ensuring products remain fresh and readily available across both general trade and quick commerce channels.
Speaking on the partnership, Hari Kumar G, Senior Vice President, Swiggy Instamart said: “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.”
A spokesperson from Fireside Ventures, Dipanjan Basu, Co-founder, Partner said, “What sets Nat Habit apart is the precision with which they’re deploying capital to scale. Their products are freshness-led by design, which means the traditional playbook for retail and distribution simply doesn’t apply. This isn’t just about expanding offline. It’s about reimagining how beauty products that require speed, precision, and care reach the shelf. From setting up a strong in-house sales force to launching a Just-in-Time supply chain tailored for perishable formats, every operational choice reflects the needs of the product. Their tech-first, distribution-led approach is not just innovative, it’s essential to unlocking sustainable, scalable growth”
With its omnichannel model now in motion, Nat Habit aims to unlock the next phase of growth by making fresh, natural beauty more accessible than ever. Backed by what it calls strong consumer demand and operational depth, the brand is changing how modern India experiences personal care.
