In the evolving beauty and skincare industry, where traditional practices meet modern innovations, at the heart of Nat Habit’s success is its unique approach - blending ancient Ayurvedic principles with today’s skincare needs. In a new edition of Pitch BrandTalk, we had the pleasure of having a conversation with Swagatika Das, Co-Founder, Nat Habit, to discuss the brand’s journey, challenges, and how it continues to maintain its authenticity in a highly competitive market.
Balancing Tradition with Modern Needs
One of the core philosophies of Nat Habit is the delicate balance between ancient Ayurvedic traditions and contemporary skincare needs. According to Das, it all comes down to the effectiveness of nutrition in skincare - whether in the past or today.
"One common thing, whether it's traditional or today, is the fact that you need nutrition to give effective results. The only difference is that in traditional processes, the methods were more elaborate. You didn't have the right machinery or the technology to extract the best from the ingredients." She elaborates, "In traditional days, there were high-grade ingredients that may not even be available today, so you need to find alternatives. You also have different expectations today because lifestyles and skin conditions have changed."
She further emphasised that while Nat Habit stays true to Ayurvedic principles, the brand also adapts them for today’s environment. "The underlying principle remains the same - use high-quality, high-grade materials, extract the best nutrition out of them, and deliver it in the best format and the fastest format to meet today’s needs."
The Power of Fresh Ayurveda
Talking about their concept of ‘fresh Ayurveda’ Das explains the significance of freshness in skincare and adds, "Whenever you're consuming anything from nature, you get the best out of it when it's fresh. If it’s not fresh, you need to add chemicals, preservatives, stabilizers, and other elements to maintain its nutrition. But when it's fresh, it's at its maximum potency." Nat Habit’s daily-made products reflect this ethos. "We don’t want to use any kind of chemicals. So, we process it fresh, make it fresh daily, and ensure it reaches the consumer as fast as possible. After that, it has a limited shelf life. That’s what fresh is about- delivering nature’s best in its most potent form."
Das further explained how this approach is intertwined with Ayurvedic principles, "Ayurveda gives us an understanding of every active compound in the ingredients, and we apply specialized processes like heating, decoction, or sonic force behind extraction to enhance nutrition. Only the right ingredient and the right process together make it work, and that’s the essence of fresh Ayurveda."
Overcoming Supply Chain Challenges
Producing fresh-made Ayurvedic products at scale comes with its own set of challenges. Das candidly shared, "The supply chain is a nightmare to start with. We were very clear from the beginning that it would be a challenge if we wanted to maintain our standards at scale."
Nat Habit took a proactive approach from the start, ensuring the highest-grade ingredients were sourced and verified through their internal lab. "We don't just trust the vendor to tell us what is high-grade; we invest in the recognition of it ourselves." She further elaborates, "We’ve built our own ERP technology because standard ERPs don’t cater to fresh manufacturing with just-in-time handling of 800-1,000 ingredients. The technology investment has helped manage the supply chain efficiently."
Communicating Freshness and Efficacy
While producing fresh Ayurvedic products is one part of the equation, effectively communicating this unique proposition to consumers is another challenge altogether. Das discussed how they initially faced scepticism from consumers regarding the efficacy of their natural products.
"The natural part is easy, especially for the Indian consumer. Fresh is a given, and people understand that it's the purest. But efficacy was always a question- just because it's natural, will it work on my skin? That’s where the challenge lies”, adds Das.
To address this, Nat Habit launched a campaign focused on highlighting the science behind fresh Ayurveda. As per Das, "Nat Habit is telling consumers that fresh Ayurveda isn’t just about being natural; it’s about harnessing the power of nature for effective results. It’s not about being pure for the sake of purity- it’s about being natural and effective." This shift in communication has allowed the brand to position itself as not just natural, but also potent and results-driven.
Nat Habit’s marketing strategies are tailored to cater to different consumer demographics. Das explains how the brand’s core consumer base is concentrated in metro cities, where consumers are more willing to invest in high-quality skincare and says, "We’re not a luxury or premium brand, but we are positioned as a prestige brand. So, our consumers primarily come from metros where there’s a willingness to invest in quality."
However, Das notes that despite initial expectations of regional differences, the concept of freshness resonates universally across markets. "We thought we’d need different communication strategies for different regions, but ‘fresh’ is such a strong proposition that everyone understood it - whether they’re from the North, South, East, or West”, she explains.
Tackling Greenwashing and Transparency
In a world where brands often face scrutiny for greenwashing or making exaggerated claims about being natural, Nat Habit stays true to its roots. Transparency and authenticity are key to gaining consumer trust, and Das acknowledges the importance of educating consumers in this area. Says Das, "Sadly, it's a world of greenwashing. But I’m glad people are becoming more knowledgeable. They at least know to be a little skeptical, and that’s important. It’s not about fear, but about knowledge- understanding that not everything marketed as ‘natural’ is truly natural”.
Nat Habit takes a hands-on approach to transparency, offering consumers the chance to see their products being made. She further adds, "We make it 100% natural, and we can show that to people. We’ve even had factory visits where consumers can see how we produce our products. That’s how we differentiate ourselves from competitors who may not be able to prove the same."
The Road Ahead: Scaling Growth
Looking ahead, Das shared her vision for the brand, particularly their ambitious goal of achieving a Rs 300 crore top line. "Two big drivers will help us reach this milestone. First, increasing consumer awareness - our current awareness levels are minimal, so that’s a significant area of focus. Second, expanding our portfolio, especially in skincare, which is growing fastest for us."
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