Startup Atlas · D2C

The Whole Truth Foods

Fitshit Health Solutions Private Limited ● Mumbai, Maharashtra ● Founded 2019 ● thewholetruthfoods.com ↗

Shashank Mehta · Co-Founder & CEO Rachna Aggarwal · Co-Founder & Chief Product Officer

$87 MnTotal funding (tracked)

5Funding rounds

4 Feb 2026Last round

299Team size (sourced)

The Whole Truth Foods: Business Model Canvas

The nine-block Business Model Canvas, filled in only where a public source states it — empty blocks mean we haven't found a citable fact yet, not that the answer is zero.

Value Propositions

100% clean-label food, every ingredient declared upfront

"We make food so clean, we can proudly declare every single ingredient that goes into it, upfront." The brand operates under the philosophy "#nothingtohide", positioning itself against packaged-food brands that obscure ingredient lists.

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Good food made of good ingredients

Founder Shashank Mehta's guiding belief, per the company's own story page: "good food is made of good ingredients", framed against industry practice where "Brands hide what goes into their food, because they have something to hide."

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Customer Segments

Affluent, health-conscious urban Indians

Founder Shashank Mehta, in an interview: "we are selling to the rich of this country. Because the top 2-3% are the rich of this country" — describing this segment as hard to reach via traditional advertising since "the rich are extremely ad-blocked."

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Customer Relationships

No cited public information yet.

Channels

Own D2C website~25% of revenue (founder-stated)

Founder: "we were purely D2C for one and a half years. No, Amazon, no, nothing, nothing. You have to buy it from our website, own website." The website channel still accounted for a described "25% is our own website" share of revenue.

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Amazon and other e-commerce marketplaces~25% of revenue via marketplaces, 80% of that Amazon

Founder: "Another 25% is all these platforms of which 80% is Amazon."

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Quick commerce~40% of revenue

Founder-stated split of revenue: "40% is quick commerce."

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Offline retail (general and modern trade)~10% of revenue

Founder-stated: "The remaining 10% is offline", covering both general trade and modern trade channels.

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Key Activities

Staged channel rollout per product/category

Founder Shashank Mehta described a deliberate distribution progression: starting purely D2C ("we were purely D2C for one and a half years. No, Amazon, no, nothing, nothing.") before sequentially opening Amazon, then quick commerce, then offline retail as each channel matures.

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In-house and contract manufacturing of clean-label products

Company operates/partners across multiple FSSAI-licensed manufacturing sites (Mumbai, Bhiwandi, Gurugram) plus an R&D center in Satara, per its own Manufacturing page.

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Key Resources

Own FSSAI-licensed manufacturing facilities

Company's Manufacturing page lists its own licensed facilities: "FITSHIT Health Solutions Pvt. Ltd. 36 ABCD, Marol Co. Operative Industrial Estate, Sir Mathuradas Vasanji Rd, Andheri East, Mumbai, Maharashtra 400059" (FSSAI Lic No: 11520005000409) and "FITSHIT Health Solutions Pvt. Ltd. Godown No. 101, 102 & 103, 1st Floor, Building No. 1, Dharam Royale Complex, Village Sonale, Bhiwandi" (FSSAI Lic No: 11522069000095).

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Product portfolio across clean-label categories

Collections listed on the company's own site: 24g Protein Powders, 15g Protein Powders, Energy Bars, Protein Bars, Mini Protein Bars, Muesli, Nut Spreads, and Dark Cocoa Bars.

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Key Partnerships

Fermentis Life Sciences Pvt. Ltd. (contract manufacturer)

Listed manufacturing facility on the company's own Manufacturing page: "Fermentis Life Sciences Pvt. Ltd. Plot No.41, Sector-8, IMT Manesar Gurugram, Haryana - 122051", FSSAI Lic No: 10018064001572.

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Raghuleela Innovative Technology (R&D Center)

Listed on the company's Manufacturing page as an R&D facility: "Raghuleela Innovative Technology (R & D) Center Pvt. Ltd. Property No.- 596, Gat. No.- 36/2, At./Po.-Jakatwadi, Tal. And Dist.- Satara", FSSAI Lic No: 10019022010731.

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Revenue Streams

Direct product sales across D2C, marketplace, quick commerce and offline retailRs 216 Cr revenue, FY25

Revenue from operations grew to Rs 216 crore in FY25 from Rs 65 crore in FY24, per MCA filings reported by Entrackr: "revenue from operations surged 232% to Rs 216 crore in FY25... from Rs 65 crore in FY24." Sold via own website (~25%), marketplaces incl. Amazon (~25%), quick commerce (~40%) and offline retail (~10%) per founder interview.

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Cost Structure

Advertising and marketing spendRs 41 Cr, 16.5% of FY25 total expenses

Per FY25 MCA filings reported by Entrackr: "Advertising and marketing expenses more than doubled to Rs 41 crore, accounting for 16.5% of total expenses."

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Employee benefit expensesRs 30 Cr in FY25, +114% YoY

Per FY25 MCA filings reported by Entrackr: "Employee benefit expenses rose 114% to Rs 30 crore."

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Total operating expensesRs 248 Cr in FY25

Per FY25 MCA filings reported by Entrackr: "total expense surged 2.6X to Rs 248 crore in FY25 from Rs 96 crore in FY24."

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FAQs on The Whole Truth Foods

What is The Whole Truth Foods's business model?

The Whole Truth Foods's core value proposition centers on 100% clean-label food, every ingredient declared upfront, Good food made of good ingredients.

How does The Whole Truth Foods make money?

The Whole Truth Foods's cited revenue streams include Direct product sales across D2C, marketplace, quick commerce and offline retail.

Sources & corrections. Every fact on this page is compiled from cited public sources — follow the “source” links beside each entry. Profile sources: thewholetruthfoods.com · Last verified 18 Jul 2026. · Report a correction