Nat Habit, one of India’s fastest-growing beauty and wellness brands rooted in Ayurvedic traditions, has published its first Sustainability Impact Report, outlining the company’s environmental interventions over the past two years and its focus on scaling responsibly while minimizing ecological impact. Guided by the belief that clean beauty must also be accountable, the brand has implemented a comprehensive sustainability framework aimed at reducing plastic consumption, improving material circularity and ensuring that its manufacturing footprint remains pollution-free.
Over the past 24 months, Nat Habit has replaced plastic bubble wrap with paper-based protective packaging across all shipments, transitioned high-volume product ranges such as shampoos and hair oils entirely to recycled PET bottles and strengthened its commitment to zero-pollution manufacturing. Its production model uses only natural, biodegradable ingredients and follows small-batch, water-efficient processes that prevent chemical discharge into water systems. Cold-processing techniques eliminate combustion and emissions, ensuring that air pollution remains at zero throughout operations.
The newly published report details several environmental milestones. The company used a total of 115 tonnes of plastic during the year across all packaging formats, of which 66 tonnes were PET materials. Through the adoption of recycled PET, Nat Habit saved 48 tonnes of virgin plastic, reaching a point where 72% of all PET bottles in its portfolio are now made from rPET. The shift to paper-based cushioning removed an additional 35 tonnes of plastic from circulation. Overall, 41% of all plastic used by the brand today is recycled. The company achieved 100% clean, cold-processed manufacturing, zero air emissions, zero water contamination and more than 50% reduction in water and resource waste through small-batch production.
Commenting on the release of the report, Swagatika Das, CEO and Co-founder of Nat Habit, said that sustainability delivers long-term value beyond numerical metrics and builds trust and resilience into the brand. She added that the company’s goal is to create a beauty ecosystem where every Nat Habit ritual contributes more than it consumes and that the report demonstrates the possibility of scaling responsibly while elevating the meaning of clean beauty.
With a customer base of more than 40 lakh and a revenue run rate approaching ₹250 crore, Nat Habit continues to show that environmental responsibility and business growth can reinforce one another. As the company enters its next phase, it plans to further expand the use of recycled packaging materials, introduce compostable alternatives for pouches, sachets and labels, broaden its range of biodegradable shipping solutions and develop end-of-life systems to advance its closed-loop sustainability vision.
The release of the Sustainability Impact Report comes shortly after the unveiling of Nat Habit’s new brand philosophy, “Breathe Life,” which marks its evolution from a purely “Fresh Ayurveda” identity to a broader commitment that blends Ayurvedic rituals with scientific efficacy and planet-positive design. Founded in 2019, Nat Habit today serves more than 40 lakh consumers across India with fresh, natural and preservative-free beauty and wellness formulations. Backed by investors including Bertelsmann India Investments, Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust and Sharrp Ventures, the brand continues to lead India’s clean beauty movement with authenticity, purpose and a focus on nurturing both people and the planet.
