Former Unilever executive Shashank Mehta started The Whole Truth Foods to offer chemical-free alternatives to packaged food. The startup was born from Mehta's light hearted blog FIT SHIT where he fact-checks packaging and nutrition-related claims and busts myths.

Disclosing ingredients

Hence, when The Whole Truth Foods was conceptualised, Mehta's priorities were clear: Rebuild the world's trust in food.

“I made sure to list down each and every ingredient I used on the front of the pack. 5-6 months later, people were loving the taste of our products, but it was not a stable shelf product,” he says.

Mehta then worked round the clock with his friend Rachana, now the company's head of product, to improve the taste and packaging of products.

The Amazon truth

For Mehta, Amazon India is all about the democratisation of access for all buyers and sellers. “On Amazon, a startup also gets the same visibility and customer base as any other big company. The Great Indian Festival amplifies this manifold. For a small young firm, it would take years to get access to such large set of customers in one go,” he says.

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