Most brands selling Ayurveda tell you what is in the jar. Nat Habit tells you how long it lasts. Its henna paste declares 45 days from manufacture and wants a fridge; its face malai declares six months, printed where a buyer sees them.
Nat Habit publishes shelf lives of 45 days to 12 months on its product pages, against three years on a Kama Ayurveda Kumkumadi pack. Its core range is mass-shelf money — face wash at ₹2.42 to ₹2.69 a gram, shampoo at ₹1.28 to ₹1.78 a millilitre, checked 5 September 2026. What it does not publish is a laboratory, a study or a licence number.
Snapshot
- Founded
- 2019, by Swagatika Das and Gaurav Agarwal
- Company
- Naturohabit Private Limited, CIN U74999DL2019PTC346973
- Ownership
- Independent; Fireside Ventures, Bertelsmann India Investments and Amazon India Fund are investors
- Maker of record
- Naturohabit Private Limited, Gurugram
- Core price band
- ₹242 to ₹975; classical face oils ₹1,569 to ₹2,325
- Prices checked
- 5 September 2026
How it started
Naturohabit Private Limited was incorporated on 6 March 2019 in Delhi, with Swagatika Das as founding director. Das is an IIT Kharagpur engineer who spent two years at Apple. Gaurav Agarwal, who founded ZipGo and TaxiPixi, became a director on 18 November 2020.
Three rounds have raised $16.2 million: a $2 million seed, a $4 million Series A led by Fireside Ventures on 21 April 2022, and a $10.2 million Series B led by Bertelsmann India Investments in December 2023, with Amazon India Fund, Mirabilis and Sharrp Ventures alongside. Fireside’s Dipanjan Basu joined as a nominee director on 24 November 2022. A nominee seat is not control, and the register carries no change-of-control filing and no parent, so the tag here is independent.
Entrackr’s reading of the Registrar of Companies filings puts FY25 operating revenue at ₹106 crore against a ₹29 crore loss; registry aggregators carry ₹109.3 crore, a wider measure. Advertising that year ran to ₹58 crore against a ₹21 crore cost of materials, 2.8 times as much.
What they actually make
Malais, ubtan face washes, shampoos, a refrigerated henna paste and two classical face oils. Every page carries a dating rule.
| Product | Pack | Declared shelf life |
|---|---|---|
| Fresh Henna Paste | 220 g, refrigerated | Use within 45 days of Mfg. Date |
| 48HR Face Malai Moisturiser | 30 g | Use within 6 months of Mfg. date |
| Multi-Nut Shea Body Malai | 120 ml | Use within 9 months of Mfg. Date |
| Anti-Dandruff Navdha Shampoo | 250 ml | Use within 12 months of Mfd. |
| Classical Kumkumadi Mukhalaya | 15 ml | Use within 12 months of Mfg. Date |
The brand’s product pages, 5 September 2026.
For scale, a Kama Ayurveda Kumkumadi pack declares three years. Nat Habit’s declares twelve months. Short dating costs a brand returns and reorder discipline, so publishing it is a decision with a price on it.
Alongside those dates sits a second set of words. A site-wide block describes products made “with zero chemicals or synthetic preservatives”, and the FAQ reads: “We do not use any chemical agents or chemical preservatives in any of our products.” The ingredient lists on the same site name “geogard/nipaguard (ecocert)” on five of eight products we read on 5 September 2026; the three that do not are the two anhydrous oils and the refrigerated henna. Then the founder’s own account, given to YourStory in November 2021.
We introduced natural preservative ingredients like Neem, Giloy etc. in our products in right proportions to safeguard them.
Three statements, three sources, three dates — with the full ingredient list on the page.
What Nat Habit costs in India
We read 21 size-and-price listings across 12 products on the brand’s site, plus four marketplace and pharmacy listings, on 5 September 2026. Shampoo runs ₹1.28 to ₹1.78 a millilitre, face wash ₹2.42 to ₹2.69 a gram, body malai ₹2.48 to ₹3.04. Face malai jumps to ₹7.50 to ₹11.83 a gram, the Eladi oil to ₹19.50, the Kumkumadi to about ₹155.
Against a mass Indian brand that is ordinary money — Mamaearth’s face wash band is ₹2.24 to ₹2.51 a millilitre. Even the top is relative: Kama Ayurveda’s Kumkumadi oil runs ₹316.50 to ₹379 a millilitre at MRP, so this one is roughly half.
- Ubtan face wash, 100 g, brand’s site
- ₹269, or ₹2.69 a gram
- Same pack, Tata 1mg
- ₹242, or ₹2.42 a gram
- Gap
- 10% cheaper at the pharmacy
- Checked on
- 5 September 2026
That held on every comparable line: 1mg, PharmEasy and Nykaa sat 9 to 10% under the brand’s own site the same day. The 650 ml shampoo is 10 to 16% cheaper per millilitre than the 250 ml, and the 30 g face malai costs 30 to 43% more per gram than the 50 g. One caution: body malai is sold in millilitres and listed in grams, which are not the same thing.
Who Nat Habit is actually for
Someone who wants an Indian preparation with a printed ingredient list, a printed dating rule and mass-shelf pricing. A ₹269 face wash and ₹355 shampoo are no premium over Mamaearth.
It fits less well if you want evidence: nothing we read names a laboratory, study or sample size behind any performance number. Making what it sells is a real difference — most of this shelf is marketers buying from a formulator they never name, the question we put to Campus.
Reputation and controversies
ASCI’s published outcomes, read on 5 September 2026, carry three rows against Naturohabit Private Limited. In matter 2202-CCC.39, dated 23 February 2022, a consumer organisation complained about Instagram advertisements for “Fresh Whipped Skin Malai”; the complaint was upheld as in contravention of Chapter I of the code, which concerns truthfulness. A matter dated 10 September 2024 was also upheld and concerned an influencer post — whether it carried an advertisement label, not a finding about a product claim. The two are not one count.
Four limits travel with that. ASCI is a self-regulatory industry body, not a statutory regulator. The 2022 decision was on specific Instagram advertisements as they then stood, and is not a standing ban on a form of words. Nobody has ruled on any page as it reads today. Those rows are what the record held the day we read it, the latest dated 10 September 2024; read no clean bill into the silence after.
The line sells today as “Body Malai”, and the collection address on the brand’s site reads fresh-whipped-skin-malai; Nykaa and the exporter Distacart used the older name on 5 September 2026. That day the 200 ml page carried “Provides 48HR moisture lock by strengthening skin’s natural lipid barrier” and “Clears body acne & keratosis pilaris by unclogging pores”.
The wider pattern is about pages, not products. “100% natural”, “chemical-free”, the “Ayurveda certified” badge, “clinically tested, proven & certified”, “dermatologically tested”, “Clinically Tested 99.9% Dandruff Kill”, “63% Damage Repair in a Single Wash”, “6X Resistance to Hair Breakage”, “80% Reduction in Frizz upto 72H”, and a first patent said to have been filed — read on 5 September 2026, not one names a certifier, laboratory, study or sample size, and the patent carries no number. In fairness the brand claims no organic certification: its “(ecocert)” attaches to an ingredient.
Then the licence. We read twelve mandatory declarations across the brand’s product pages and two pharmacy listings, and none carried a licence number of either kind — the AYUSH number an Ayurvedic medicine runs on, or a cosmetic licence number. What they do establish matters: the maker of record is the brand’s own company, which is not the norm — our Bata audit shows how far a brand name and the company behind it can sit apart. The Eladi page reads “Manufactured and Marketed By: NaturoHabit Private Limited”, and no contract manufacturer is named anywhere. Tamil Nadu’s drugs control department publishes a cosmetics-manufacturer directory anyone can open, giving a licence number, a date and an address for brands whose pages print none. Haryana publishes nothing a buyer can reach, so a reader in Coimbatore can check a licence and one in Gurugram cannot — a fact about a state’s records, not this brand.
Buying it in India
- April 2022About 90% of revenue direct from its website
- December 202355% of sales direct; Amazon about 30%
- August 2026“20,000+ direct coverage outlets in 16 states”, and quick commerce
Over the same period the declared shelf lives lengthened, from the 30 to 90 days the founder described in 2021 to 6 to 12 months.
It sells on Tata 1mg, PharmEasy, Nykaa, Flipkart, Blinkit, Myntra and Amazon as well as its own site — two businesses at once, given a 45-day refrigerated product.
Read the manufacture date, not the expiry
On a 45-day or six-month product it is the whole of the information. Two months in a warehouse is a third of the life gone.
Find the licence number on the box
It carries MRP, origin, the maker and the licence number — the block we tell readers to check on a Liberty shoebox.
Read the ingredient list beside the claim
One is printed on every product page, and the last three or four entries carry the preserving and thickening ingredients.
Divide, then check a pharmacy
The 30 g face malai costs 30 to 43% more per gram than the 50 g, and pharmacies undercut the brand’s site.
Common questions
Is Nat Habit preservative-free?
Three things are on the record. The site says “zero chemicals or synthetic preservatives”. The ingredient lists on the same site name “geogard/nipaguard (ecocert)” on five of eight products read on 5 September 2026. And in 2021 the founder said natural preservative ingredients had been introduced.
Who owns Nat Habit?
Naturohabit Private Limited, incorporated on 6 March 2019 and run by its two founders. Fireside Ventures, Bertelsmann India Investments and Amazon India Fund are investors, with one nominee on the board and no change-of-control filing.
Can you only buy it from the brand’s website?
No. Direct sales were about 90% of revenue in April 2022 and 55% by December 2023; by August 2026 the brand described 20,000-plus direct coverage outlets in 16 states.
Does Nat Habit publish a licence number?
Not on any of the twelve declarations we read on 5 September 2026. They do name the maker, Naturohabit Private Limited itself. The number belongs on the pack.
How we research and verify brand audits: our methodology.
References
- Nat Habit, homepage and product pages, 5 September 2026 — shelf lives and prices
- Nat Habit, Classical Kumkumadi — dating and the badge
- Nat Habit, FAQs — the preservative wording
- Nat Habit, shampoo claims page — the frizz and repair numbers
- Nat Habit, Multi-Nut Body Malai 200 ml — the current claims
- YourStory HerStory, November 2021 — the founder quotation
- ZaubaCorp, Naturohabit — CIN, directors
- Entrackr Fintrackr, FY25 from RoC filings — revenue and advertising
- The Company Check, Naturohabit — the ₹109.3 crore figure
- Entrackr, December 2023 — Series B, channel mix
- Entrackr, 21 April 2022 — Series A, channel mix
- D2C Insider Pulse, 11 August 2026 — outlet coverage
- Tata 1mg, Brightening Ubtan Tikta Face Wash — ₹242 price
- PharmEasy, De Tan Ubtan Face Wash — the Gurugram address
- Nykaa, Fig Rose Primalight Skin Malai — the older name
Nat Habit gets the hardest thing right. It makes what it sells, at its own Gurugram address, and prints a shelf life on the page — 45 days on the henna, twelve months on a Kumkumadi a rival dates at three years. Short dating is expensive, and it charges mass-shelf money anyway.
The gap is evidence. On 5 September 2026 nine performance and certification claims, from “99.9% Dandruff Kill” to “clinically tested, proven & certified”, named no laboratory, study or certifier, and twelve declarations carried no licence number.
Buy the 650 ml shampoo from a pharmacy at ₹1.28 a millilitre and read the manufacture date; leave the ₹2,325 Kumkumadi until a study stands behind it.
