Habbit
Founded 2019 · 60 employees on LinkedIn · 2 known investors
Habbit is a health-focused consumer brand that sells products directly to consumers, offering recipes, a membership program with discounted pricing and points, and a referral program. It positions health as an ongoing habit rather than a quick fix.
Also known as Habbit Health and Nutrition
Investors · 2
Company profile
researched Aug 2026Habbit (habbit.health) is a consumer health and nutrition brand that sells packaged nutrition products directly to consumers online. Its catalogue is organised into Essentials (macronutrient products such as whey and vegan protein powders), Staples (everyday pantry items), Treats (low-calorie, no-added-sugar desserts, listed as coming soon on the site) and Combo Boxes of bundled customer-favourite products.
Named products include Habbit Apex and Habbit Active (Grade-A whey protein isolate lines sold in flavours such as Double Chocolate and Cookie Dough), Habbit Green (a vegan option, e.g. Strawberry Feels), Habbit Nude (raw, unflavoured whey protein isolate in a 450g pack, described as containing no thickeners, emulsifiers, flavours or sugar), Habbit Super Shake (an all-in-one daily nutrition shake in a 400g pack combining protein with fibre, vitamins and minerals) and Wise Cream, a low-calorie ice cream line. Proteins are described as offering up to 27g of protein per serve in whey and vegan versions, with pack sizes or supply durations of 7, 15 and 30 days offered for several products.
Alongside the shop, the site publishes recipes using Habbit products (protein shakes, pancakes, muffins, fudge, mousse and baked oats) and a blog covering nutrition and lifestyle topics such as post-workout foods, protein basics and whey versus vegan protein.
Business model
Direct-to-consumer e-commerce: Habbit sells its own branded nutrition products through its website, with pin-code-based delivery checks for shipping in India. A membership layer provides discounted member pricing on every product and points accrual on spend, and a member-exclusive referral program drives repeat and referred purchases.
Revenue comes from online sales of branded nutrition products at listed rupee prices (for example Habbit Apex Double Chocolate at ₹2,093 regular / ₹1,799 for members; Habbit Super Shake at ₹2,999 regular / ₹1,999 for members; Wise Cream at ₹799). Members pay lower prices and earn 10% of spend back as points redeemable at checkout, and promotional discounts such as 25% off a first order with a free annual membership are used for acquisition.
▸Full profile — market position, go-to-market, geography
Market position
Operates in the consumer health and nutrition category with protein supplements, all-in-one nutrition shakes and low-calorie frozen desserts sold under its own brand.
Positioning centres on clean-label formulation and taste: products are described as honest, clean and organic, with Habbit Nude marketed as containing no thickeners, emulsifiers, added flavours or sugar, and Wise Cream promoted as a very low-calorie ice cream (testimonials reference under 50 calories per serving). The brand frames health as a compounding, ongoing habit rather than a quick fix.
Go-to-market
Online-first sales through the company's own storefront, supported by first-order promotional codes, a membership program, a lifetime-earning referral scheme (40% off for the referred buyer, 25% of first-purchase net spend and 10% of lifetime spend for the referrer), content marketing via recipes and a nutrition blog, Instagram social channels, and testimonials from fitness professionals, athletes and digital creators.
Health-conscious consumers in India across a range of fitness and dietary needs, including whey and vegan protein users, families (via the all-in-one Super Shake) and buyers seeking low-calorie, no-added-sugar desserts.
Geography
India: prices are quoted in Indian rupees and the checkout collects addresses across Indian states and union territories, with a pin-code delivery checker.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
▸Research sources · 1
primary sources listed
- Habbithabbit.health · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Habbit do?
- Habbit is an Indian direct-to-consumer health nutrition brand selling protein powders, shakes and low-calorie treats.
- Who are Habbit's investors?
- Habbit's investors include Better Capital, iSeed.