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How The Whole Truth hit โ‚น100Cr ARR without celebrity ads Founded by Shashank Mehta in 2019, The Whole Truth started as a blog about clean eating โ€” and turned into a booming D2C food brand. What worked: Brutally honest branding โ€” full ingredient transparency, no sugar-coating (literally). Used the founderโ€™s personal story (former fat kid) as the brand voice. Leveraged YouTube and Instagram with educational, no-BS content โ€” not influencers. Launched with protein bars, then expanded into cereals and spreads. By 2023, they crossed โ‚น100 crore ARR โ€” all while staying true to their โ€œtruth-firstโ€ approach.

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