How The Whole Truth hit ₹100Cr ARR without celebrity ads Founded by Shashank Mehta in 2019, The Whole Truth started as a blog about clean eating — and turned into a booming D2C food brand. What worked: Brutally honest branding — full ingredient transparency, no sugar-coating (literally). Used the founder’s personal story (former fat kid) as the brand voice. Leveraged YouTube and Instagram with educational, no-BS content — not influencers. Launched with protein bars, then expanded into cereals and spreads. By 2023, they crossed ₹100 crore ARR — all while staying true to their “truth-first” approach.
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