The merchandise are designed to combine seamlessly into trendy existence moderately than a complement or non-compulsory add-on to it, beginning with the simplest first step – each day nutrition, based on a launch.
Habbit, based in November 2019 by serial entrepreneur Dhruv Bhushan and model skilled Dev Kabir Malik is backed by VC agency 3one4 Capital, Utsav Somani of AngelList India, RB Investments, Better Capital and First Cheque.
Habbit’s vary of proteins embrace two whey protein choices – Apex and Active and a plant-based protein, Habbit Green. Proteins are an important macronutrient for the human physique. On common, there’s a deficit of 25gm protein per day in each Indian. Protein merchandise particularly are at the moment positioned for the fitness-focused people, which is just a small subset of the general market. Their packaging in giant jars additional make them intimidating by being too technical and useful. Habbit is making this class extra accessible by providing proteins in easy-to-use, single serve sachets in seven flavours, the discharge added.
Each serving of the Habbit Wise Creams ice cream has lower than 50 energy. It’s out there in six flavours equivalent to Blueberry Crumble, Salted Caramel, Lychee Blush, and many others.
The startup additionally launched the Habbit Super Shake, a each day nutrition drink. It consists of important fibres, wholesome omega, nutritional vitamins and minerals with zero added sugar.
Over the subsequent few years, Habbit goals to have a large portfolio of merchandise throughout nutraceuticals, meals, drinks and desserts. In the close to time period, it plans to launch a spread of pure and wholesome snacking choices equivalent to nutrition bars, cookies and 0 sugar carbonated drinks and dairy and meat alternate options deliberate as disruptive future classes.
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.”