The Half-truth

The Whole Truth

Elevator Pitch

Problem Statement Vs Solution

Product Range

Mission:

Understanding the Core Value Proposition:

✅ Transparency – Every ingredient is listed on the front of the pack, unlike traditional brands that hide behind complex labels.

✅ Clean, Honest Ingredients – No preservatives, additives, artificial sweeteners, or hidden chemicals—just whole, natural food.

✅ No Industry Lies – Unlike mass-market "healthy" snacks that mislead consumers (e.g., ‘sugar-free’ with hidden syrups), TWT calls out industry loopholes and educates consumers.

✅ Balancing Health & Taste – A lot of "healthy" snacks taste bland. TWT ensures great taste without compromising on nutrition.

✅ Conscious Consumption – Customers feel in control of their diet and lifestyle choices, knowing exactly what they’re eating.

Understanding ICP

🎯Core Consumer Insights from User Calls

1. Trust & Transparency Are Key Decision Drivers

• Multiple users lack trust in nutrition brands and seek transparency in ingredients.
• Consumers feel that TWT bars "hide" ingredients behind chocolate, which affects trust despite clean-label claims.
• Competitor Yoga Bar is perceived as "less premium" but more visually transparent due to visible ingredient composition.

🛠️ Improvement Idea:

• Introduce semi-transparent or window packaging to showcase real ingredients, increasing credibility.
• Consider an alternative to chocolate coating (e.g., nut-butter base or granola-textured bars).

2. Price Sensitivity Is a Barrier to Repeat Purchases

• Every respondent mentioned that the bars are expensive.
• Some perceive it as a premium product but not necessarily worth the price.
• Frequent users (gym-goers, active individuals) want better cost efficiency for long-term use.

3. High Sweetness Perception Affects Health Image

• Consumers who actively seek protein sources find the bars too sweet, making them feel less healthy.
• Some users compare it to peanut chikki (a natural snack) and prefer visibly simple ingredients over chocolate-heavy bars.

🛠️ Improvement Idea:

• Introduce lower-sweetness variants for serious fitness users.
• Provide a "visible ingredient" texture similar to nut bars or granola bars.
• Educate consumers through marketing that the sweetness comes from natural sources (dates, honey, etc.) and not artificial sugars.

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🚀ICP prioritization table

ICP Prioritisation Framework

It is based on 5 parameters.

✅Adoption curve :

Adoption curve is the rate at which user accepts a new product or technology. Example whats app adoption curve was fast in teenagers where as it was slower in old people

✅Frequency of use case:

Example - A person who uses Uber for outstation will have lower frequency compared to someone who uses uber for office commute.

More frequency = more use = more retention = more revenue

✅Appetite to pay:

Have an appetite to pay (aukaat filter)

✅TAM (Total addressable market):

Should have a sizeable TAM. Example - Calendly

Sales team will have a higher TAM compared to CXO. Prioritize customer with a sizeable TAM.

✅Distribution potential:

Build a sustainable distribution to these ideal customers. How quickly, easily and sustainably can you spread the product.

Example - Calendly

For sales and hr customers it has high distribution potential. But for appointment led services like doctors it doesn't have a high distribution potential.

User Reviews

Competitor Analysis Table

Step 1: Define TAM (Total Addressable Market)

We’ll calculate TAM using urban population and income brackets for Tier 1/2 and Tier 3 cities.

TAM Population

• TAM Population = 70M (Tier 1/2) + 25M (Tier 3) = 95 million.

TAM Revenue

• Annual Spend per Customer: 12 bars × ₹100 = ₹1,200.
• TAM Revenue = 95M × ₹1,200 = ₹1,14,000 crore ($13.7 billion).

TAM = ₹1,14,000 crore ($13.7 billion).

Step 2: Define SAM (Serviceable Available Market)

We’ll apply the age filter (18–50 years) and health-consciousness filter to the TAM population.

SAM Population

• SAM Population = 4.2M (Tier 1/2) + 0.75M (Tier 3) = 4.95 million.

SAM Revenue

• SAM Revenue = 4.95M × ₹1,200 = ₹5,940 crore ($713 million).

SAM = ₹5,940 crore ($713 million).

Step 3: Calculate SOM (Serviceable Obtainable Market)

1. Market Share: TWT can capture 10% of SAM.
2. SOM Revenue = 10% of ₹5,940 crore = ₹594 crore ($71 million).

SOM = ₹594 crore ($71 million).

Summary Table

TWT is in the early scaling phase because it has:

✅ A clear PMF with fitness-conscious consumers.
✅ Strong brand differentiation & recall.
✅ Growing distribution across multiple channels.
✅ Challenges in pricing & taste adaptation, which are typical of early-scale brands.

To move into full-scale growth, TWT needs to:
📌 Refine pricing strategy & address taste concerns.
📌 Expand further into traditional retail & institutional sales.
📌 Diversify marketing channels to reach a mass audience.

Acquisition Channel

🤯Content Game

TWT has mastered content marketing by blending authentic storytelling, educational value, and sharp humor—something very few brands in the F&B space have done well. Their approach works because:

✅ Radical Transparency – They don’t just sell a product; they sell trust. Their “No Secrets” approach makes people feel informed rather than marketed to.

✅ Edutainment – Their content isn’t just educational; it’s fun. From witty social media posts to breakdowns of “healthy” snacks, they make learning engaging.

✅ Consumer-First Approach – Instead of aggressively selling, they focus on empowering the consumer with knowledge—so when people choose TWT, it’s an informed decision, not a marketing gimmick.

✅ Strong Brand Personality – They’ve built a voice that’s bold, witty, and relatable, helping them stand out in a crowded market.

✅ Multi-Platform Strategy – They’re everywhere—Instagram, YouTube, LinkedIn, and newsletters—tailoring content for each platform while maintaining a consistent voice.

This blend of education + storytelling has helped them build a community, not just a customer base—and that’s the real win. 🔥

One Good Thing About Each of TWT's Content Initiatives

1️⃣ Truth Be Told (Newsletter) – Deep dives into food and fitness myths in a concise, no-nonsense format that makes knowledge super digestible.

2️⃣ Truth GPT – A fun and interactive way to instantly decode food ingredients, giving users real-time awareness about what they consume.

3️⃣ Chemical X Dictionary – Simplifies complex ingredient names, making it easier for consumers to decode food labels and make informed choices.

4️⃣ The Whole Truth Academy (YouTube) – Engaging, high-quality educational videos that are both entertaining and insightful, bridging the gap between science and everyday fitness.

5️⃣ The Whole Truth Project (Podcast) – Brings industry experts and thought leaders to discuss health, nutrition, and lifestyle with depth, offering more than just surface-level knowledge.

New Content Ideas Inspired by These Initiatives

🍫 "Truth IRL" (In Real Life) – A series where people take on 7-day challenges based on TWT’s principles (e.g., "No Added Sugar Challenge"). Creates high engagement & shareability.

🍫 "Food Court Face-Off” – Instead of packaged foods, compare restaurant meals by breaking down their real calorie and ingredient count. This shifts the focus to broader eating habits.

🍫 "Healthy but Tasty" Series – Featuring chefs/nutritionists creating TWT-style meals (clean but indulgent), solving the "healthy food is boring" problem.

🍫 "Truth Hacks" (Short-form YouTube Shorts/IG Reels) – Quick, 30-60 second myth-busting or hacks to eat healthier, optimized for virality.

🍫 "The Real Fitness Diaries" – Featuring real people’s health transformations, focusing on honest struggles & wins, making it more relatable than polished fitness influencers.

🍫 "Fuel for the Journey" Series – A content series where TWT breaks down the best travel-friendly foods for different types of trips—long flights, treks, road trips, or backpacking adventures.

🍫 "Truth Uncovered" (Event/Community Meetups) – Offline experiences where people decode their own eating habits with TWT experts, building deeper trust.

Content Loop Table (Hook → Generator → Distributor)

Paid Advertising Strategy for The Whole Truth (TWT)

TWT has been actively running ads on Instagram with promising results, but as they are in the early scaling stage, they should experiment further with their channels and strategies. Here’s a structured approach to refining their paid ad efforts:

Current Observations & Opportunities

✅ Instagram Ads Are Performing Well

• Instagram is working as a primary paid acquisition channel.
• Engaging creatives and brand storytelling are driving good results.

❌ Limited Presence on Quick Commerce Apps

• When searching for "protein bars" on platforms like Blinkit, Zepto, and Swiggy Instamart, TWT is not appearing at the top.
• Competitors like Max Protein and Yoga Bar dominate search rankings.
• Quick commerce is a key GTM strategy for snacking, and missing out here limits impulse purchases.

📌 Keyword Optimization & Visibility on Quick Commerce

• When users search for "protein," Max Protein appears first in search suggestions.
• TWT should invest in sponsored listings or banners within these apps to boost discoverability.

Given TWT’s strong content-driven approach and trust-building ethos, encouraging loyal users to spread the word will not only reduce customer acquisition costs (CAC) but also drive higher retention.

TWT has built a brand on trust and transparency, and what better way to grow than through the people who already love it? By integrating exclusive rewards like free TWT merch, personalized nutrition consultations, and milestone-based perks, the program will incentivize engagement while deepening brand affinity. 🚀​

TWT currently doesn't have a referral program; they only offer loyalty points that can be redeemed on purchases. We will design a new referral program to tap into word-of-mouth growth and turn loyal customers into brand advocates.

You can track your loyalty points on website

On a purchase of INR 1000, you get 20 loyalty points. 1 loyalty point = Rs 1

TWT Referral Program – “Spread the Truth” 🚀

1️⃣ Who will you ask for a referral?

✅ Happy moments to validate before asking:

• After a repeat purchase (loyalty indicator).
• 4/5-star reviews on taste or delivery.
• After loyalty points redemption (indicating high engagement).
• High engagement with Truth BeTold, Truth GPT, or TWT Academy (content-driven referrals).

2️⃣ How will they discover it?

🚫 Not on checkout. Instead, show it:

• Thank You Page after a successful purchase.
• Order confirmation emails with a friendly nudge.
• Pop-up or banner after a review submission.
• TWT YouTube descriptions to engage knowledge-seekers.
• Merchandise packaging (QR code leading to referral).

3️⃣ Why and how will they share?

✅ Motivation (Platform Currency):

• Freebies & Discounts: “Refer a friend & get a free bar; they get 10% off.”
• Social Signaling: Unlock new flavors & limited-edition TWT merch (T-shirts, gym bottles, tote bags).
• Dopamine Boost: Leaderboard for top referrers (gamification).
• Personalized Benefits: Earn a free nutrition consultation & diet plan after 15 referrals.

📲 How they share:

• One-tap referral via WhatsApp, Instagram Stories, Email, SMS or Linkedin.
• QR code on TWT Merch & Packaging for easy sharing.
• Unique referral link generated instantly.

4️⃣ How will they track?

• A personalized referral dashboard inside TWT accounts.
• Monthly updates via email/SMS on referral count & rewards.
• Push notifications when a referred friend makes a purchase.

5️⃣ How will they keep referring? (Milestones & Retention)

🎯 Milestone-based rewards:

• Refer 1 friend → Free TWT bar
• Refer 5 friends → 15% discount on next purchase
• Refer 10 friends → Free TWT merch, tote bag or gym bottle
• Refer 15 friends → Personalized nutrition consultation + 4-week diet plan
• Refer 25 friends → A month’s worth of protein bars
• Refer 50 friends → Invite to exclusive ‘Truth Tasting’ event with the founders

🎁 Bonus Surprise:

• Top referrer of the month wins additional discounts or gift vouchers or 1 month gym membership.