New Delhi, 27th February 2024: Nat Habit, one of India’s fastest-growing D2C beauty and wellness brands, announced the appointment of Ankita Srivastava as Chief Marketing Officer to further accelerate its growth journey. Ankita brings almost two decades of experience in leading marketing and brand strategy, innovation and business primarily in beauty, personal care, fragrances and men’s grooming across some of India’s most loved personal care brands. Her expertise in anchoring new category entries will accelerate Nat Habit’s portfolio expansion and build a natural beauty brand that consumers trust.

The Indian beauty and wellness industry is expected to touch $30 billion by 2027, and Nat Habit aims to play a pivotal role with its focus on authentic natural offerings. With the recent infusion of $10.2 million in Series B funding, Nat Habit is in an exciting phase of expansion and innovation. Ankita will drive consumer strategy, portfolio expansion, and build a multidisciplinary team to accelerate the next phase of Nat Habit’s growth journey.

Commenting on this development, Swagatika Das, Co-Founder, Nat Habit, said, “We are thrilled to have Ankita onboard, whose expertise and proven success in building leading Beauty and Personal Care brands makes her an ideal brand leader to channel our business goals into a robust marketing strategy. Our strategic vision for the next two years involves a multi-faceted approach aimed at sustaining and scaling our presence in the beauty and personal care industry. With Ankita at the helm of our consumer-insight-driven marketing strategy, we are geared up to disrupt the space.”

On her appointment, Ankita Srivastava, Chief Marketing Officer, Nat Habit said, “The Indian Beauty and Personal Care market is undergoing a fundamental shift in the way consumers are interacting with the category and Nat Habit is all set to disrupt the market one natural ingredient at a time. Swagatika and Gaurav have created a truly differentiated brand, based on their shared passion for natural living and holistic wellness. In an era of greenwashing, their holistic vision, built on deep technical knowledge and commitment to authenticity, stands apart. We are redefining the very meaning of natural beauty, and that's a beauty revolution worth being a part of. 

Together with the leadership, I aim to scale awareness and fast-track Nat Habit’s journey to becoming a household name synonymous with natural, fresh, and authentic personal care, making natural living a habit.”

Ankita’s two decades of deep consumer expertise and strong business acumen is demonstrated in her contribution to marquee brands such as Garnier, Dettol, Parachute, Park Avenue (FMCG).

Nat Habit remains committed to its mission of simplifying, modernising, and making real natural personal care accessible to everyone - transcending boundaries with natural wisdom. Ankita’s presence will reinforce the brand’s position as a pioneer in the field of natural beauty and wellness.

About Nat Habit:

Founded in 2019, Nat Habit is a pioneering natural beauty and wellness brand that offers "Fresh Ayurveda'', a reality for the first time in India. Nat Habit lays emphasis on the use of high-quality 100% natural ingredients, authentic ayurvedic processes and fresh preparation of products in its ayurvedic kitchen. It is able to deliver on its commitment with a strong in-house R&D and a tech enabled in-house manufacturing setup. It ships products fresh everyday right to your doorstep. Nat Habit raised $10.2Mn in Series- B funding led by Bertelsmann India Investments (BII). Peak XV Partners, Fireside Ventures, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures are the other key investors in the brand.