When Shashank Mehta left his corporate role at Hindustan Unilever Limited, he didn’t just walk away from a stable career — he walked toward a mission. A mission to rebuild trust in the Indian food industry. His personal struggle with obesity and frustration with misleading “healthy” packaged foods inspired him to create something different. In 2019, he founded The Whole Truth Foods (TWT) in Mumbai — a clean-label snacking brand built on one unshakable principle: radical honesty.
From Personal Pain to Purpose
Shashank’s journey started with a simple yet powerful realization — most so-called healthy snacks in India weren’t really healthy. Ingredients were hidden behind confusing labels, and “no sugar added” often meant “sugar by another name.” Determined to fix this, he began creating protein bars in his home kitchen using only natural ingredients. His goal was clear: to build a brand that would tell the whole truth, right on the front of the pack.
Built on Transparency
The Whole Truth Foods is India’s first brand to completely eliminate artificial sweeteners, preservatives, and flavoring agents from its snacks. Its commitment to transparency is visible in every design detail — the packaging literally brings “the back of the pack” to the front, displaying every ingredient clearly.
This philosophy resonated deeply with modern consumers, especially those tired of half-truths in the health and fitness industry. The brand’s tagline — “No secrets. No lies. Only the whole truth.” — quickly became a rallying cry for clean eating.
From Protein Bars to Bean-to-Bar Chocolate
The company began with protein bars but rapidly expanded into new product categories like nut butters, muesli, and dark chocolates. One of its most innovative launches is India’s first dark chocolate sweetened only with dates — a product made in its own bean-to-bar chocolate facility in Mumbai. This move positioned the brand as not just a clean-label food maker, but also a product innovator capable of challenging global benchmarks.
The Growth Story
From a small kitchen experiment, TWT has evolved into one of India’s most trusted clean-snacking brands. It has expanded from its own website to major e-commerce platforms and retail outlets across cities such as Mumbai, Delhi, Bengaluru, Pune, and Hyderabad.
Investors have taken notice too. The company has attracted funding from top venture capital firms, enabling it to build manufacturing capacity, expand product lines, and scale distribution. Within just a few years, The Whole Truth Foods has achieved impressive revenue growth, crossing the ₹100-crore annual run rate mark — a rare feat in India’s health food space.
Why It Stands Out
- Truth as the Brand Core: Every message and marketing campaign reinforces its commitment to honesty and ingredient transparency.
- Innovation in Clean Eating: By sweetening chocolates with dates and using zero additives, TWT challenges long-held norms in the packaged food industry.
- Education-Driven Marketing: Instead of hiding behind buzzwords, the brand educates consumers about nutrition, labeling, and deceptive marketing practices.
The Road Ahead
As India’s appetite for clean eating grows, The Whole Truth Foods aims to expand further into new product categories and markets — both within India and abroad. The challenge ahead lies in maintaining its uncompromising quality while scaling production to meet surging demand.
But one thing remains certain: The Whole Truth Foods has proven that integrity can be a competitive advantage. By turning honesty into a brand superpower, Shashank Mehta has built not just a food company, but a movement — one that’s redefining what it means to eat healthy in India.
Last Updated on Tuesday, October 14, 2025 7:38 pm by Entrepreneur Edge Team https://entrepreneuredge.in/
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