The Whole Truth

What The Whole Truth does

The Whole Truth Foods (legal entity: Fitshit Health Solutions) is an India-based direct-to-consumer clean-label packaged food brand founded in 2019 in Mumbai by Shashank Mehta, a former Hindustan Unilever executive. The company produces and sells protein bars (standard, Pro 20g, Mini, Millet varieties), protein powders (whey and plant-based in 15g to 30g per-serving formats), nut butters and spreads, muesli, dark cocoa bars sweetened with dates, energy bars, and—most recently—a Kids Nutrition Range covering snackbars and milk-mix food drinks for ages 2-12. The company's core technical differentiator is radical ingredient transparency: every ingredient is declared upfront on packaging, with no artificial sweeteners, preservatives, or chemical extraction processes, and natural sweeteners such as dates are used in place of refined sugar. The Whole Truth operates an in-house FSSC-certified manufacturing facility called "Bada Barkhana" that produces its protein powders, bars, and bean-to-bar chocolate, enabling control over ingredient sourcing and formulation quality.

The business model is primarily direct-to-consumer through owned e-commerce (thewholetruthfoods.com), supplemented by quick commerce distribution on Blinkit, Zepto, and Swiggy Instamart for 10-minute urban delivery, plus corporate gifting. Products are unit-priced for one-time purchase with recurring discount mechanics; pricing ranges include ₹530-3,300 for protein bars, ₹1,199-14,998 for protein powders, and ₹310-1,780 for muesli. Three customer segments are served: primary health-conscious urban consumers (fitness enthusiasts, gym-goers), secondary parents/families seeking clean-label kids' food, and tertiary corporate clients for wellness gifting. FY25 revenue reached ₹216 crore (~$26M), up 232% from ₹65 crore in FY24, though net losses widened to ₹28 crore on rising marketing and raw material costs.

The Whole Truth has raised approximately $81 million across Series B (2023, $15M led by Peak XV and Matrix), Series C (October 2025, ~$15-16M led by Sofina), and Series D (February 2026, $51M co-led by Sofina and Sauce.vc) at a $350-400M post-money valuation, with participation from Peak XV Partners, Rainmatter Health, AYRA Ventures, and Z47. The Series D round explicitly marks the beginning of the company's formal IPO preparation, with management identifying profitability as the next milestone. The company faces an open regulatory matter regarding FSSAI labeling, having agreed to revise "No added sugar" claims to "Sweetened with dates" following a show-cause notice triggered by a rival complaint.

Name

The Whole Truth

Legal name

Fitshit Health Solutions

Website

https://thewholetruthfoods.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

The Whole Truth Foods is an India-based D2C clean-label packaged food brand founded in 2019 in Mumbai, selling protein bars, powders, nut butters, muesli, dark cocoa bars, and kids' nutrition products directly to health-conscious urban consumers via its own e-commerce site and quick commerce platforms.

Ownership category

akta.pro rank

Product category

Health & Functional Foods

NAICS

Food Manufacturing (311), Cookie and Cracker Manufacturing (311821), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Sugar & Confectionery Products (2060)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Clean-label food products
• Protein nutrition bars
• Whey protein powders
• Dark cocoa bars
• Healthy breakfast muesli

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. D2C Product Sales: Direct-to-consumer sales through owned e-commerce platform. One-time purchase model with subscription/discount options. Revenue from protein bars, protein powders, nut butters, muesli, dark chocolate bars, and snackbars. Company also offers corporate gifting options.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels8 records

Core offering

The Whole Truth manufactures and sells a portfolio of clean-label packaged health foods — protein bars, protein powders, nut spreads, dark cocoa bars, muesli, and energy bars — produced at its own FSSC-certified Bada Barkhana facility in Mumbai. Products are sold directly to Indian consumers through the company's own e-commerce website and via quick-commerce partners (Blinkit, Zepto, Swiggy Instamart), with a recent extension into kids' nutrition snackbars and milk-mixes.

Product overview

The Whole Truth is India's first 100% clean-label food brand offering a diverse portfolio of health-focused food products. The core offerings include Protein Powders (whey and plant-based, 15g-30g protein range), Protein Bars (standard, Pro 20g, Mini, and Millet varieties), Dark Cocoa Bars sweetened exclusively with dates, Energy Bars (plant-based Choco Fudge), Nut Spreads (peanut butter and hazelnut spreads), and Muesli cereals. The company has expanded into the kids segment with Snackbars, Food Drink milk-mixes, and Protein Blocks for children aged 2+ years. The product ecosystem also includes accessories (frother, storage containers), a personalized box Build-Your-Own-Box option, and content platforms (Truth Be Told newsletter, Whole Truth Academy, ChemX) focused on food transparency and consumer education.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Powders (24g/26g/30g Whey Range) Whey protein isolate and concentrate powders in flavors including Light Cocoa, Cold Coffee, Mango Milkshake, Strawberry Shake, Pista Badaam, and Unflavored, ranging from 15g to 30g protein per serving and sold in 1–2 kg packs and 6-sachet packs. Targeted at fitness-conscious adult consumers seeking clean-label protein supplementation.
• Plant Protein (25g Range) Plant-based protein powders combining golden pea protein and brown rice protein, available in Double Cocoa and Pista Badaam flavors with ~25g protein per serving. Targeted at vegan, lactose-intolerant, and plant-forward consumers.
• Protein Bars (Standard Range) Standard protein bars with 5g–15g protein per bar in flavors including Double Cocoa, Peanut Cocoa, Hazelnut Cocoa, Coffee Cocoa, Coconut Cocoa, Orange Cocoa, Lemon Cranberry, Peanut Butter, and Cranberry Raisin. Sold in boxes of 8. Targeted at adult consumers seeking a clean-label portable snack.
• Protein Bars Pro (20g Protein) High-protein bars delivering 20g protein per bar in Double Cocoa, Peanut Cocoa, Hazelnut Cocoa, and Coffee Cocoa flavors, sold in boxes of 5. Targeted at users with higher daily protein requirements.
• Mini Protein Bars Compact 27g protein bars providing 5g–7.5g protein each, available in Peanut Cocoa, Double Cocoa, Coffee Cocoa, and Cranberry Raisin flavors, sold in boxes of 12. Targeted at calorie-conscious snackers wanting portion-controlled protein.
• Millet Protein Bars (incl. Hazelnut Millet) Protein bars made with millet (ragi/bajra) and chocolate, delivering 13g protein per bar, in Almond Millet Cocoa, Peanut Millet Cocoa, Hazelnut Millet, and Mocha Millet variants. Targeted at consumers seeking millet-based, gluten-aware, clean-label protein snacks.
• Dark Cocoa Bars Sweetened with Dates Dark chocolate bars at 47%–71% cocoa sweetened only with dates (no refined sugar) in 71%, 55%, Sea Salt, Orange, Hazelnut, and Almond Raisin varieties, sold in packs of 3. Targeted at consumers seeking refined-sugar-free premium chocolate.
• Energy Bars (Choco Fudge) 100% plant-based energy bars (also marketed as fudge) in Almond Choco Fudge, Peanut Choco Fudge, and Cocoa Cranberry Fudge variants. Targeted at plant-forward consumers seeking clean-label energy snacks.
• Nut Spreads Nut butters including Unsweetened Peanut Butter (Creamy/Crunchy), Peanut Spread with Dates, Dark Chocolate Peanut Spread (Creamy/Crunchy), and Hazelnut Spread in 200g–925g jars. Targeted at households seeking clean-label, refined-sugar-free spreads.
• Muesli Breakfast muesli cereals in Choco Fruit Crunch, No Added Sugar, and Nuts, Fruit & Seeds variants in 350g, 750g, and 1.5kg super-saver packs. Targeted at households seeking a clean-label breakfast cereal alternative.
• Kids Snackbars Clean-label snackbars for children aged 2+ years in Almond Cocoa, Mango, and Mixed Fruit flavors, sold in packs of 15 and 30. Targeted at parents seeking transparent, low-additive snacks for young children.
• Kids Food Drink (Milk-mix) Clean-label milk-mix nutritional drinks for children in two age-segmented formulations — Jr (2–6 years) and Pre-Teen (7–12 years). Targeted at parents seeking clean nutritional drinks for children.
• Kids Protein Blocks Clean-label protein blocks for children aged 5+ years in Double Cocoa, Hazelnut Cocoa, and Peanut Cocoa flavors. Targeted at parents seeking age-appropriate clean protein snacks for older kids.
• Personalized Box (Build Your Own) Build-Your-Own-Box offering that lets customers mix and match protein bar flavors in packs of 10, 15, 24, 30, or 48 bars. Targeted at consumers wanting variety packs and bulk/gifting options.
• WHOOSH Frother Electric handheld frother designed for mixing protein shakes and beverages. Sold as a standalone accessory for protein-powder users.
• SNAP Air-tight Tin Air-tight storage tin designed to keep protein powder fresh after opening. Sold as a standalone accessory for protein-powder users.
• Gulabox Pink-colored airtight storage container offered as a standalone alternative to standard pouches for storing protein powder.

Quantifiable outcome

• Revenue grew 232% to ₹216 crore in FY25 from ₹65 crore in FY24
• +2 more outcomes

Named customers1 record

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 core.

• BlinkitcoreChannel Partner/ Reseller/ DistributorQuick commerce platform enabling 10-minute delivery for The Whole Truth products. One of India's fastest-growing retail segments with D2C brands increasingly spending on sponsored listings and in-app promotions.
• ZeptocoreChannel Partner/ Reseller/ DistributorQuick commerce platform partner for ultra-fast delivery of The Whole Truth products in urban areas. Benefits from algorithm-driven product discovery.
• Swiggy InstamartcoreChannel Partner/ Reseller/ DistributorQuick commerce arm of Swiggy enabling rapid delivery of The Whole Truth products. Part of the growing quick commerce ecosystem for D2C brands.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Yoga Bar: Indian better-for-you protein bar and snack brand sold via D2C and modern retail. Direct competitor to The Whole Truth's protein bars and muesli categories with overlapping clean-label positioning.
• Oziva: Indian plant-based nutrition D2C brand offering protein powders, bars, and meal replacements. Closely comparable in target customer (health-conscious urban), product format, and premium positioning.
• Plix: India D2C plant-protein wellness brand spanning protein powders, bars, and effervescent supplements. Overlaps with TWT's clean-label plant protein line and target fitness-oriented consumers.
• MuscleBlaze: One of India's largest sports nutrition brands selling whey protein, mass gainers, and protein bars. Direct competitor in protein powders and bars with broader gym-goer focus.
• Farmley: D2C premium snacking brand selling dry fruits, nuts, trail mixes, and healthy snack bars. Comparable in target consumer, D2C-first go-to-market, and clean-ingredient positioning.
• True Elements: Indian better-for-you food brand offering muesli, granola, protein bars, and seeds with clean-label positioning. Comparable product mix and D2C + modern retail distribution.
• WOW Life Science: India D2C health and wellness brand spanning plant protein, apple cider vinegar, and clean-label nutrition. Comparable D2C-first model and clean-ingredient narrative, though broader personal care range.

Emerging players

• Open Secret: India better-for-you kids and family snacking brand. Direct adjacency to TWT's newly launched kids snackbars and food drink range, competing for the parental clean-label wallet.

Broad incumbents

• HealthKart: India's leading health and nutrition retailer and house of brands (including MuscleBlaze). Adjacent rather than direct: retails multiple competitor brands and operates a competing branded portfolio relevant to TWT's protein bar/powder core.
• Britannia Industries: India's largest packaged bakery and biscuits company increasingly active in better-for-you adjacent categories. Incumbent that could leverage scale and distribution to attack TWT's premium clean-label positioning if it scales that line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wholetruthfood
• YouTubeyoutube.com/channel/UCmSMymgGOIp-RsWA0py1y4A
• Facebookfacebook.com/thewholetruthfoods
• LinkedInlinkedin.com/company/thewholetruth
• Instagraminstagram.com/thewholetruthfoods

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds6 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 The Whole Truth