“In the name of ‘healthy,’ we’re being sold a bunch of lies. And I was done being lied to,” says Mehta on his website’s brand story. “So, along with a few like-minded (and equally betrayed) folks, I started The Whole Truth. Our purpose is simple: make food so clean, we proudly list every single ingredient upfront.”

And they mean it.

Unlike brands that loosely throw around terms like “natural” or “clean,” The Whole Truth follows through. From protein bars and powders to dark chocolate, energy bars, immunity balls and nut butters, every product is crafted using whole, kitchen-like ingredients—free from added sugar, artificial sweeteners, preservatives or synthetic colours. A Coconut Cocoa protein bar, for example, contains just six ingredients: cashews, dates, whey protein concentrate, coconut, almonds and cocoa powder.

Each item is designed to be as simple and transparent as possible, reflecting the company’s core belief: consumers deserve to know what they’re eating and why it matters. But The Whole Truth isn’t just about selling food. It’s also about changing the way people think about it.

With initiatives like ChemX, the company is educating consumers about deceptive food marketing, demystifying complex ingredient names and breaking down the science behind everyday nutrition. Meanwhile, Mehta is the brand’s own ambassador. His personal blog, Fitshit, gives readers a candid, behind-the-scenes look at fitness, food and building a startup rooted in integrity. These content efforts are more than just marketing—they’re key to the brand’s mission of bringing clarity to a space that’s often intentionally confusing. This transparency-first approach has helped The Whole Truth build a loyal and growing community of informed customers in India.