Bringing a range of healthy sweets and desserts to the Indian dining table

Bringing a range of healthy sweets and desserts to the Indian dining table

The founders’ need to become healthier is what led to the birth of Delhi-based Habbit Health, a D2C vegan protein and low-calorie desserts brand. Cofounder Dhruv Bhushan’s personal struggles with weight loss led him to believe that there are gaps in the market for “appropriately designed and positioned health foods”.

Having begun operations in November 2019, the company kicked off sales in January 2021, with the first quarter of FY21 (January-March) bringing in INR 50 Lakh in revenue. The startup said that with less than $150K spent on growth, it achieved INR 5.5 Cr in revenue and is on track to reach INR 11 Cr in ARR for 2022. The current average order value is said to be over INR 2,100 with repeat business surging to over 70% in the first year. In terms of revenue, the startup claims to be on track to hit $9 Mn in ARR by March 2023

The startup claims that urban Indian adults want a healthier lifestyle but 94% of this cohort leads an inactive lifestyle despite intending to go healthy. Habbit Health set out to solve three major problems in the healthy snacks space. It chose to market the non-result oriented nature of its products, where just the consumption was enough to meet the health criteria and it’s not necessarily about promising a visual or tangible change. “Our products should seem Inclusive and approachable (not just for gym goers or active people, but for everyone, even the guy sitting on his couch daily for 12 hours),” cofounder Malik said.

Habbit entered the desserts space this year after its vegan protein powders, with its Wise Creams lineup of healthy ice creams. The company claims to have spent one year with food scientists to create the world’s first 40-calorie ice creams, which don’t sacrifice taste for health. So far, it claims to have processed more than 40,000 plus orders in its first year of sales

The startup will launch products in individually large categories, which have existing regular consumption patterns. It plans to launch five categories in 2022 and expand paid subscriber base to 100,000 households. In the long term, plans include expanding to 30 categories, crossing $100 Mn ARR with a pan-India presence and five international markets. “With products being consumed regularly as an inroad into the household, we hope to build a complete ecosystem around healthy consumption with layers of subscription, personalisation, services, and gamification,” Bhushan said.