The products are designed to integrate seamlessly into modern lifestyles rather than a supplement or optional add-on to it, starting with the easiest first step – daily nutrition, according to a release.
Habbit, founded in November 2019 by serial entrepreneur Dhruv Bhushan and brand expert Dev Kabir Malik is backed by VC firm 3one4 Capital, Utsav Somani of AngelList India, RB Investments, Better Capital and First Cheque.
Habbit’s range of proteins include two whey protein options – Apex and Active and a plant-based protein, Habbit Green. Proteins are the most important macronutrient for the human body. On average, there is a deficit of 25gm protein per day in every Indian. Protein products in particular are currently positioned for the fitness-focused individuals, which is only a small subset of the overall market. Their packaging in large jars further make them intimidating by being too technical and functional. Habbit is making this category more accessible by offering proteins in easy-to-use, single serve sachets in seven flavours, the release added.
Each serving of the Habbit Wise Creams ice cream has less than 50 calories. It’s available in six flavours such as Blueberry Crumble, Salted Caramel, Lychee Blush, etc.
The startup also launched the Habbit Super Shake, a daily nutrition drink. It consists of essential fibres, healthy omega, vitamins and minerals with zero added sugar.
Over the next few years, Habbit aims to have a wide portfolio of products across nutraceuticals, foods, beverages and desserts. In the near term, it plans to launch a range of natural and healthy snacking options such as nutrition bars, cookies and zero sugar carbonated beverages and dairy and meat alternatives planned as disruptive future categories.
Dhruv Bhushan, cofounder & CEO, Habbitsaid on the consumer launch, “Catalysed by the pandemic, there is a high desire to make lifestyle changes to achieve better health outcomes along with a changed perception of what it means to be healthy. The long-held erroneous perception of diet being secondary to exercise is beginning to crumble with users prioritizing changes in diet over exercise to achieve better overall health in the new normal.”