Nat Habit joins Ankita Srivastava as Chief Marketing Officer at ET BrandEquity

Nat Habit, the direct-to-consumer beauty and wellness brand, has announced the appointment of Ankita Srivastava as Chief Marketing Officer to further accelerate its growth journey.

Srivastava brings nearly 20 years of experience leading marketing and brand strategy, innovation and business across several personal care brands in India, primarily in the beauty, personal care, fragrance and men's grooming sectors. Her expertise in anchoring entry into new categories will accelerate Nat Habit's portfolio expansion and build a natural beauty brand that consumers trust.

Mr. Srivastava will drive consumer strategy, portfolio expansion and build a multidisciplinary team to accelerate the next phase of Nat Habit's growth journey, the company said in a press release.

Commenting on the development, Swaghatika Das, co-founder of Nat Habit, said, “We are thrilled to have Ankita on board. We are excited to have Ankita on board, with her expertise and proven track record in building leading beauty and personal care brands.'' 's success makes her the ideal brand leader to guide our business goals.” It can be incorporated into a powerful marketing strategy. ”

“Our strategic vision for the next two years includes a multi-pronged approach aimed at maintaining and expanding our presence in the beauty and personal care industry. At the helm of , we are poised to: Disrupt Space,” Das added.

Speaking on his appointment, Mr. Srivastava said, “The Indian beauty and personal care market is undergoing a fundamental shift in the way consumers interact with the category, and NutHavit is looking to disrupt the market one natural ingredient at a time. ” he said. Swagatika and Gaurav have created a truly differentiated brand based on a shared passion for natural living and holistic health. In an era of greenwashing, their holistic vision, based on deep technical knowledge and a commitment to authenticity, stands out. We are redefining the very meaning of natural beauty, and this is a beauty revolution worth joining.

“I look forward to working with leaders to expand Nat Habit's profile, make it known as synonymous with natural, fresh and authentic personal care, and accelerate our commitment to making natural living a habit. ” she added.

Srivastava's 20 years of deep consumer expertise and strong business acumen are evidenced by his contributions to well-known brands such as Garnier, Dettol, Parachute and Park Avenue (FMCG).

Nat Habit continues its mission to push boundaries with nature's wisdom and to simplify, modernize, and make true natural personal care accessible to everyone. It added that the presence of Srivastava strengthens the brand's position as a pioneer in the field of natural beauty and health.