Habbit Health and Nutrition

What Habbit Health and Nutrition does

Habbit Health and Nutrition, operated by WGMI Platform Private Limited, is an India-based direct-to-consumer nutrition brand founded in 2019 and headquartered in New Delhi. The company develops, markets, and sells clean-label protein supplements and adjacent better-for-you food products exclusively through its proprietary e-commerce platform at habbit.health, with pan-India fulfillment via third-party logistics partners (Amazon Shipping, Blue Dart, Delhivery) integrated through the ShipClues shipping technology layer. The product portfolio is organized into an Essentials line of protein supplements (Habbit Super Shake, Habbit Apex whey isolate, Habbit Active whey blend, Habbit Green pea protein, and Habbit Nude unflavored protein), a Treats line (Wise Cream low-calorie ice cream, Nut Bars, Smart Cookies, Sparkling Water, Super Milk, Zero Stevia), an Omniflask accessory, and bundled combo boxes, targeting health-conscious Indian consumers seeking transparency in ingredient sourcing.

The company's core technology positioning centers on a proprietary Master Amino Acid Profile (MAAP) formulation achieving a PDCAAS score of 1.0, combined with freeze-drying (lyophilization) processing to preserve protein structural integrity, and clean-label formulation that excludes thickeners, emulsifiers, artificial flavors, and added sugars. All products are manufactured under FSSAI License No. 10020011008014. Habbit is self-described as an innovation lab for advanced food formulations, though no patents, trademarks, or proprietary AI/data systems are disclosed in the available data.

The business model is direct-to-consumer e-commerce with two revenue streams: one-time product purchases at standard pricing and a membership program offering approximately 10-15% discounts, points-based rewards, and exclusive deals on a recurring basis. Product price points range from ₹999 to ₹1,699 for 7-day supplies (₹8,499-₹9,499 for 60-day bundles), with a first-order 25% promotion and free membership offer. Customer acquisition is product-led, driven by influencer endorsements, content marketing via blog and social channels (Instagram, YouTube), and a referral program. The company targets two primary personas: protein-deficient health-conscious consumers and fitness enthusiasts/athletes, with a secondary segment of lifestyle wellness consumers. The company is privately held with no disclosed parent company, and has not reported revenue.

Name

Habbit Health and Nutrition

Legal name

WGMI Platform Private Limited

Website

https://habbit.health

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Habbit Health and Nutrition is an India-based direct-to-consumer brand that develops and sells clean-label protein supplements and better-for-you food products (protein powders, meal shakes, low-calorie treats, and beverages) through its habbit.health e-commerce platform, targeting health-conscious Indian consumers and fitness enthusiasts seeking ingredient transparency.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Dry, Condensed, and Evaporated Dairy Product Manufacturing (311514), Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Dairy Products (2020), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes) (AFAFAEAD), Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD), Whey, Casein & Milk Protein Ingredient Manufacturing (AFAKAKAF), Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ)

Keywords

• Clean protein supplements
• Plant-based nutrition
• Meal replacement shakes
• Fitness supplements
• Clean-label nutrition

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (D2C): The primary revenue stream is direct-to-consumer sales of protein supplements and wellness products through the habbit.health e-commerce platform. Products are sold at standard retail prices with discounted member pricing. Revenue is generated through one-time purchase transactions and repeat purchases from the membership base.
2. Membership Program: The membership program provides recurring revenue through subscription-style pricing. Members receive discounted prices on all products, earn points on purchases, and gain access to exclusive deals. The membership model encourages customer retention and predictable recurring revenue from repeat purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Habbit Health and Nutrition develops, manufactures, and sells clean-label protein supplements and nutrition products directly to Indian consumers through its e-commerce platform at habbit.health. The portfolio spans whey and plant-based protein powders, a meal replacement shake, an unflavoured raw protein, low-calorie treats, and accessories, all built around the proprietary Master Amino Acid Profile (MAAP) formulation and freeze-drying processing.

Product overview

Habbit Health and Nutrition is a direct-to-consumer health and nutrition brand operating as an innovation lab that develops advanced food formulations. The product portfolio centers on protein supplements organized in the Essentials line (Habbit Super Shake, Habbit Apex, Habbit Active, Habbit Green) and Staples line (Habbit Nude), complemented by upcoming Treats (Wise Cream ice cream, Nut Bars, Smart Cookies), Super Milk, Sparkling Water, and Zero Stevia. The company also offers the Omniflask accessory and Combo Boxes bundling proteins with the tumbler. All protein products feature Grade-A proteins sourced from organic grass-fed cows (whey) or organic yellow peas (vegan), with formulations emphasizing clean ingredients, high digestibility (PDCAAS 1.0 rating), and absence of thickeners, emulsifiers, and artificial ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Habbit: Main brand for health and nutrition products including protein supplements, meal replacements, and healthy snacks.
• Habbit Super Shake
• Habbit Apex
• Habbit Active
• Habbit Green
• Habbit Nude
• Habbit Wise Cream
• Habbit Nut Bar
• Habbit Smart Cookies
• Habbit Sparkling Water
• Habbit Super Milk
• Habbit Zero Stevia
• Habbit Omniflask

Products and services

• Habbit Apex Premium whey protein isolate engineered for maximum absorption with the lowest fats and carbs, supporting athletic performance, bigger gains, faster recovery, and improved strength. Available in 14 flavors including 7 new (Coconut Crush, Lychee Blush, Mocha Noir, Peanut Butter, Pineapple Fest, Salted Caramel, Silken Pista) and 7 classic.
• Habbit Active Whey protein blend formulated for everyday movement and active lifestyles, containing carbohydrates and fats alongside protein to support an active routine. Standard price ₹1183, member price ₹999 per 7-day supply.
• Habbit Green 100% plant-based pea protein isolate made from hand-selected organic yellow peas, targeted at vegans, lactose-intolerant consumers, and those seeking dairy-free alternatives. Available in 7 flavors.
• Habbit Super Shake All-in-one daily nutrition shake blending Grade-A protein with essential fibers, healthy omega, vitamins, and minerals, positioned as a complete breakfast or meal replacement for the family. 400g pack.
• Habbit Nude Raw and unflavoured protein available in Whey Protein Isolate and Pea Protein Isolate variants, with no thickeners, emulsifiers, flavours, or sugar, designed to be added to shakes, smoothies, baking, and cooking.
• Habbit Omniflask 600ml all-purpose tumbler with non-toxic materials, splash-proof lid, and thermal insulation that maintains temperature for both hot and cold beverages, sold as a shaker accessory.
• Habbit Super Shake Box Bundle of 2 packs of Habbit Super Shake combined with an Omniflask, allowing customers to select up to 2 flavors.
• Habbit Apex Box 60-day supply bundle of Habbit Apex whey protein isolate with an Omniflask, with up to 4 flavor choices in packs of 15 servings.
• Habbit Active Box 60-day supply bundle of Habbit Active whey protein blend with an Omniflask, with up to 4 flavor choices in packs of 15 servings.
• Habbit Green Box 60-day supply bundle of Habbit Green plant-based pea protein with an Omniflask, with up to 4 flavor choices in packs of 15 servings.
• Habbit Membership Program Recurring membership that provides approximately 10-33% discounts on all Habbit products, points-based rewards on purchases, and access to exclusive deals, designed to drive customer retention and predictable repeat purchases.

Quantifiable outcome

• PDCAAS score of 1.0 (highest possible) indicating complete protein digestibility and utilization

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Amazon ShippingminorChannel Partner/ Reseller/ DistributorAmazon Shipping provides logistics and delivery services for Habbit's e-commerce orders. This partnership enables last-mile delivery coverage across India through Amazon's established delivery infrastructure.
• Blue DartminorChannel Partner/ Reseller/ DistributorBlue Dart is a premium logistics partner providing express delivery services for Habbit products. The partnership ensures reliable and timely delivery for customer orders, particularly for time-sensitive shipments.
• DelhiveryminorChannel Partner/ Reseller/ DistributorDelhivery provides logistics and fulfillment services for Habbit's e-commerce operations. As a leading Indian logistics company, Delhivery supports pan-India delivery coverage for Habbit products.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• MuscleBlaze: India's largest direct-to-consumer sports nutrition brand (owned by Bright Lifecare), selling whey, mass gainers, and supplements via D2C, marketplaces, and modern trade. Direct head-to-head competitor with Habbit in the Indian protein category, with significantly larger funding and distribution.
• Oziva: Plant-based clean-label nutrition D2C brand covering protein, women's wellness, hair/skin supplements, and meal replacement. Competes with Habbit on the same clean-label positioning for health-conscious Indian consumers, with a similar premium D2C model.
• Plix: Indian D2C plant-based nutrition brand focused on protein, pre-workout, and wellness gummies/shakes. Closely comparable to Habbit's Habbit Green line and clean-label D2C positioning, with significant funding and celebrity-backed brand awareness.
• TrueBasics: Indian D2C supplement brand offering whey, plant protein, multivitamins, and specialized wellness SKUs. Competes with Habbit across the broader supplement spectrum using a similar D2C model targeting health-conscious urban consumers.
• Bold Care: Indian D2C wellness brand spanning men's health, daily nutrition, and supplements. Operates with a similar premium D2C + membership structure and targets the same health-conscious Indian consumer cohort as Habbit.

Broad incumbents

• HealthKart: India's largest multi-brand health and nutrition platform, combining an e-commerce marketplace for third-party supplements with proprietary brands (MuscleBlaze, TrueBasics, bGREEN). Provides the omnichannel and marketplace reach Habbit lacks, and competes both as a channel and as a brand.
• Myprotein: Global D2C sports nutrition leader (THG-owned) operating in India with whey isolate, plant protein, and meal replacement ranges. Comparable to Habbit on premium D2C protein positioning, with substantially larger scale, brand recognition, and pricing power.
• Optimum Nutrition: Globally established whey isolate and sports nutrition brand (Glanbia-owned), sold in India through distributors and online channels. Sets the benchmark against which Habbit's premium-positioned whey (Apex) competes, with far deeper R&D and athlete sponsorship.
• GNC India: Global supplement retail and brand giant with established Indian footprint across retail stores, e-commerce, and HORECA channels. Competes with Habbit at the broader supplement category level, providing the omnichannel (online + offline) presence Habbit currently lacks.
• Amul: India's largest dairy cooperative, increasingly extending into protein-enriched dairy, whey-based beverages, and high-protein products via its pan-India retail and distribution network. Represents a major threat to Habbit's dairy-protein positioning because of unmatched distribution scale and trust.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/habbithealth
• Instagraminstagram.com/habbithealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Habbit Health and Nutrition