Clean-label health food brand The Whole Truth is raising Rs 133.3 crore (approximately $15.8 million) in a series C round led by Sofina Ventures, with the participation of Peak XV and Matrix Partners.
In 2017, Shashank Mehta, frustrated by the hidden ingredients in packaged foods, started The Whole Truth to fight misinformation in the food industry. Having battled obesity himself, Shashank wanted to build a brand that revealed 100% of the truth about its ingredients—no sugar-coated lies
From Blog to Brand:
It all began with Fitshit, a fitness blog Shashank wrote while working at Unilever and Rebel Foods. The blog became the foundation for The Whole Truth, built on radical transparency and clean eating.
Cracking the Market:
India’s healthy food market was booming, but no one was doing what The Whole Truth did—listing ingredients on the front of the pack, not just the back. It wasn’t easy. Third-party manufacturers rejected their recipes because they didn’t use binders or preservatives. So, they went in-house to create bars with just 6 ingredients.
Growth & Expansion:
Today, The Whole Truth is a ₹600 Cr D2C leader, with ₹36 Cr annual revenue, riding on:
Trust & Transparency: No artificial sweeteners, preservatives, or hidden ingredients.
Content Mastery: Witty, educational, and bold storytelling—often featuring Shashank himself.
Smart Distribution: Starting as an online-first brand, they now sell across e-commerce, quick-commerce apps (Zepto, Blinkit), and supermarkets.
Current Operations:
The Whole Truth is an omnichannel brand with products like protein bars, peanut butter, granola, and even chocolates—crafted without compromise. 80% of their sales still come from online channels, driven by Gen Z and millennials seeking healthy, honest alternatives.
With 56% repeat purchase rates (vs. the industry’s 35%), The Whole Truth is more than a food brand—it’s a truth brand, reshaping India’s packaged food landscape.
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