How digital-era consumer goods ventures are focusing on reaching consumers directly

Last month, Delhi-based startup Habbit launched three products — ice creams, shakes and protein mixes. The outcome of almost 18 months of research, the products aren’t available in any store, but are sold to customers directly. Habbit doesn’t own any factory, neither does it run any large-scale distribution networks. It relies mostly on third-party providers. The asset-light FMCG venture is run by just 30 people. Bengaluru-based Teamonk Global