How Swagatika Das Redefines Beauty Through Ayurveda Wisdom

From tracing her roots back to Ayurveda to building a brand that echoes the principles of this ancient system, Swagatika Das, the founder of Nat Habit, shares her inspirational story of breaking gender stereotypes, instilling core values, and crafting a sustainable brand. During a conversation with SheThePeople, Das explored how her passion for problem-solving, commitment to a value-driven system, and dedication to inclusivity have shaped her company into more than just a wellness brand—it's a lifestyle.

Entrepreneurial Roots: Solving Unseen Problems

Das's entrepreneurial journey began with a desire to solve problems that often went unnoticed. While studying materials engineering in college, she realised the lack of representation for women in decision-making processes. Inspired to address women-specific issues, Das aimed to create solutions that weren't being addressed by the government or large corporations. This passion for problem-solving became the seed for her entrepreneurial spirit, evolving over the years into a commitment to building sustainable businesses that endure the test of time.

"I wanted to solve problems that were not being solved by the government or any of the large corporates... problems of products that need to be created were never happening because women were not at the forefront."

Das's deep-seated connection with wellness finds its roots in her familial background. With her father being a doctor and her grandfather an agricultural scientist, her childhood home was a unique blend of modern medicine, holistic practices, botany, and science. She reminisces, "My connection starts with my father being a doctor, and there are a lot of doctors in my family." The amalgamation of diverse influences cultivated curiosity and a longing to address challenges in the wellness and health spaces.

Incorporating Values into Entrepreneurship

The core values of her brand are an extension of Swagatika's upbringing, emphasising the significance of honesty and generosity. "I have been taught honesty since I was young, as far as my memory goes," she recalls. These values, ingrained from childhood, are not mere principles but the foundational pillars upon which Nat Habit stands. "Honesty will give you everything, every happiness that you want in life," she emphasises, reflecting on how these principles have become integral to the organization's ethos.

"A big part of our happiness, I believe, is how much we can give to others." Swagatika's emphasis on giving, not just in terms of material resources but also in kindness and time, echoes the selflessness that defines her startup's  approach. The influence of her family, where her father provided free healthcare to those in need, and her mother's spiritual teachings, have shaped a brand that prioritizes warmth and givingness.

Navigating Gender Stereotypes

Swagatika's journey as a woman navigating through male-dominated spheres has been riddled with challenges, from disparaging remarks to discrimination in academia and the workforce. She candidly shares, "I would say being a female is challenging from day one, even when you're a child." Her experience in academia, where she was one of the few women amidst a sea of male peers, highlighted the persistent gender biases that continue to permeate various fields.

The challenges weren't confined to academia; they extended into her professional life as well. Swagatika recalls an instance where an angel investor, a senior figure known for his investments, posed intrusive questions about her marital status and family plans, questions never asked of her male counterparts. "Whether you'll be able to do this or not, right?" she remarks, shedding light on the gender biases she faced, even as the founder of a burgeoning startup.

Why the Need for 'Natural' Products

Swagatika's understanding of Ayurveda extends beyond traditional perceptions. To her, Ayurveda is not an arcane discipline limited to specific herbs and medicines but an integral part of daily living. "Ayurveda is our daily living, right?" she emphasizes, elaborating on how it encompasses aspects such as sleep, hydration, nutrition, and stress management. Rooted in her mother's strong belief in nature, Swagatika reflects on childhood practices that were inadvertently Ayurvedic, like oil massages before showers and mindful dietary choices.

The natural therapies and lifestyle choices embedded in Ayurveda have been a cornerstone of her well-being, as evidenced by her infrequent bouts of illness and her family's overall vitality. Swagatika's mother, a living example of these practices, radiates health and energy, dispelling the notion that aging must be accompanied by ailments.

The essence of her startup lies in its dedication to offering genuinely natural products, addressing a critical gap in the market. Swagatika clarifies, "The problem was that you are getting personal care products which don't have the purity that is being promised." Her approach challenges the industry's conventional norms, as she aims not to compete with existing brands but to fill the void of truly natural products.

Sustainability in Practice

Swagatika's commitment to sustainability extends beyond mere promises. She identifies three pivotal aspects: the product itself, packaging, and mindful consumption. "Don't call yourself natural if you're not natural," she asserts, highlighting the prevalence of misleading claims in the personal care industry. 

Addressing packaging challenges, Swagatika acknowledges that while more than 50% of her startup's products have biodegradable packaging, there's still work to be done. The industry must prioritise sustainability over convenience, exploring innovative, eco-friendly materials.

On mindful consumption, Swagatika stresses the need for education. "Consume only as much as you need," she advocates, urging consumers to be mindful of their choices. 

Advice to Women Entrepreneurs

Swagatika's journey as a female entrepreneur in male-dominated industries hasn't been without challenges. Her advice reflects an understanding of the prevailing biases and the strength needed to overcome them. "You will have to be very strong, and at times you will have to be a little compromising as well," she acknowledges. The reality is that the world might not believe in women's capabilities initially, demanding extra effort and patience to prove oneself.

Despite the challenges, Swagatika encourages women to play an active role in reshaping perceptions. She emphasises the importance of female entrepreneurs leading by example, encouraging more women to break through barriers. Simultaneously, she urges women to influence male leaders to challenge preconceived notions and foster a more inclusive work environment.