A category, not
a flavour.
Fibre is the largest unmet nutritional gap in almost every developed market, and it has no modern consumer brand attached to it while protein has dozens. HUSKI turns psyllium into a branded ready-to-drink ritual, using a twist closure that keeps the dose dry until the moment of drinking. We source at origin in India and build for a global shelf.
The one-minute version
The world is buying protein and quietly losing fibre — raising protein almost always means cutting the carbs that supplied it. Traditional fibre forces you to measure powder, add water and drink fast before it gels, so most people quit. Our bottle keeps the psyllium sealed dry in the cap: twist, shake for five seconds, drink. The same closure extends into electrolyte, prebiotic, micronutrient and protein variants. We stay asset-light — outsourced manufacturing, owned formulation know-how, packaging spec, brand and customer data.
The opportunity
#1
India supplies most of the world's psyllium
We source at origin for a global market — a structural cost advantage.
1 cap
One closure platform, five product lines
Fibre, electrolyte, prebiotic, micronutrient and protein reuse the same tooling.
RTD
Ready to drink, not another powder
Competing on convenience against a category that still ships tubs and scoops.
Live traction
The consumer site is running as a demand test right now. Every visitor is asked what they would pay, in their own currency, and whether they would buy monthly — before any product exists. These numbers update live.
4
Waitlist signups
100%
Answered pricing
€2.50 – €2.99
Modal price · Europe
75%
Want a monthly pack
Pricing by market
Not a straight conversion. The product is manufactured in India, so the domestic price reflects local cost, while European and US pricing sits where a premium functional drink already trades on that shelf. Every visitor is quoted and surveyed in their own currency.
India
₹120
indicative launch price
Europe
€2.69
indicative launch price
United Kingdom
£2.49
indicative launch price
United States
$2.99
indicative launch price
Indicative targets for discussion, not committed pricing. Final pricing depends on formulation, closure cost, channel mix and duty.
Why it is defensible
Packaging know-how
A dry-to-liquid activation system that survives shipping and fires predictably is genuinely hard to engineer. That difficulty is the barrier to entry.
Formulation IP
A psyllium system tuned for rapid dispersion and controlled viscosity — particle engineering and liquid chemistry developed together, not separately.
Raw-material position
India grows the majority of the world's psyllium. Specifying consistent grades at source is a durable cost and quality advantage over any competitor buying on the open market.
Platform economics
One closure and bottle architecture carries five product lines. Each additional SKU is a formulation cost, not a tooling cost.
Product roadmap
Salty Lime
The hero. Psyllium plus electrolytes in a salted-citrus base that cuts through instead of turning sweet.
Kokum & Jaljeera
Limited flavour drops. Each one tests real demand before it earns a permanent slot on the shelf.
Fibre + Protein
The variant the protein crowd is missing. Same bottle, a payload built for people already eating high protein.
Bars & snacks
Psyllium-forward bars and savoury snacks. From a single drink to a daily-fibre habit across formats.
Staged capital
Capital is released against evidence, not milestones on a slide. Each stage has a gate it must clear before the next opens — no money goes into inventory until the cap and the formulation are proven.
Stage 1
Formulation
Gate
A psyllium system that disperses in five seconds and tastes good.
Stage 2
Packaging
Gate
A closure that survives transport and fires reliably every time.
Stage 3
Launch
Gate
Proven repeat purchase and acceptable gross contribution.
Six-month execution plan
Source and characterise 5–10 psyllium grades; fix the raw-material specification.
Develop 10–20 formulations; measure dispersion, viscosity and sensory performance.
Select 3–5 finalists and test them inside the intended dual-chamber package.
Finalise closure and bottle prototype; run stability, microbiology and packaging tests.
Pilot production of 10,000–30,000 units; structured consumer testing.
D2C launch pilot in the first market; measure repeat purchase, CAC, activation success and ratings.
Risks and mitigation
Psyllium becomes too viscous to drink
Optimise dose, liquid volume, raw-material grade and particle size against a measured time-viscosity curve.
The cap leaks or misfires
Packaging engineering with transport testing, activation-force testing and per-batch QC.
Consumers dislike the texture
Iterative sensory testing across multiple flavour and viscosity trials before any tooling spend.
Closure cost stays high
Pilot several closure suppliers in parallel; drive cost down with volume commitments.
Regulatory or claims exposure
Classify the product early and validate every claim and label with FSSAI-experienced counsel.
Low repeat purchase
Stage-gate the capital. Scale only after D2C repeat rate clears a defined threshold.
Questions we are ready for
- →Which packaging supplier and technology, and is freedom-to-operate clear?
- →What is the final psyllium dose and its validated dispersion profile?
- →What is the regulatory classification and the permitted claim set?
- →What is target COGS at 10k, 100k and 1M units?
- →What is expected MRP and gross margin by D2C, marketplace and retail?
- →What evidence demonstrates repeat purchase and consumer safety?
- →What is the defensible IP — formulation, process, packaging, brand or data?
Let us talk.
Detailed unit economics, COGS at volume, margin by channel and the full financial model are shared under NDA rather than published.
Request the deckoffice@fibrehuski.com
Figures on this page are indicative planning assumptions prepared for discussion. They are not an offer of securities, a solicitation, a guarantee of returns, or a commitment to specific costs or margins. Product claims, serving sizes, the five-second activation window and regulatory classification are all subject to laboratory validation and FSSAI review before commercialisation.