The Whole Truth

Who says quality food has to be complex and bleh? Not us! We, at The Whole Truth craft food that will make you wonder, what’s our secret ingredient? Well, there are NONE :) Made from simple ingredients (all of which can be seen on our packs upfront👀) and with the right blend, we offer you a taste of only what you can see (no secrets, remember?). From chocolates, bars, peanut butters to even whey protein for those gains, we have it all!

Trust us, go ahead and grab your favorite food without any guilt :)

Ideal Customer Profiles

​

ICP Prioritization

From the above table it would be ideal to target ICP 1 and ICP 2.

Core Value Proposition of The Whole Truth

With simple, minimal and quality ingredients, The Whole Truth offers products that have no "secret" or hidden ingredients. Crafted for young adults to golden agers, everyone is entitled to consume foods free from preservatives, additives and chemicals.

The Healthy Food Industry in India:

With an estimated market size of USD 10 Billion, the health & wellness f&b industry is expected to touch 30 Billion by 2026. The current health - conscious consumers in India are around 176 million (CY26). 70% of Indians say they will focus on their health post-covid (Report by Avendus Capital in Nov 2023). This has been proven by the fact of rising awareness among individuals regarding their health & wellness. Consulting Dieticians/Nutritionists, joining fitness centers, fitness clubs, spending habits gravitating towards dietary supplements, healthy food alternatives, etc. confirms the trend of people shifting towards an overall healthy lifestyle.

This demand stems from millennials - and India has a large millennial population with high disposable incomes who are willing to spend on health. There are 440 million plus millennials in India today, a huge market, already almost convinced and ready to be tapped. Plus this is spreading to other interested age groups at a rapid rate. For example, parents looking to feed healthy food to their children, the elderly focusing on improving their life quality, and the well-traveled, affluent two-tier city population to name a few.

This has been facilitated by high disposable income and increase in purchasing power post-covid.

Now, taking the case of only Tier 1 cities, the average population of these cities is currently around 8 million (Worldometer). Around 5.6-6 million of these people are Active Lifestyle seekers (Gym-goers, Athletes, Busy professionals pursuing a sport or an activity).

Therefore a TAM for a health food brand in India can be:

Total no. of Potential customers = 176 million / 17.6 Crores

Average Order Value per Customer (through brand websites/e-com/offline stores) = 250-300 (India CSR)

Frequency of Order = Average 1.5 times per month

Thus, Average Revenue per customer = 250 x 1.5 x 12 = Rs. 4500 per year (Overall fit food category)

TAM = 17.6 Cr x Rs. 4,500 = 79,200 crores approx.

Now, for Serviceable Addressable Market we will take the population of Tier-1 cities

SAM = 79,200 crores x 0.045 (8 mil / 176 mil, addressing only Tier-1 cities) = 3560 crores (in 1 Tier-1 city)

SOM = 3560 x 7% = 250 crores approx (in 1 Tier-1 city)

Designing Acquisition Channel

​

Organic Channel

Some of the Organic Channels that The Whole Truth uses:

1 - Educational content: Informative and myth-busting content through blogs, articles and videos that can be shared and spreads awareness among consumers.

2 - Labelling ingredients upfront: One of the key USPs is their labelling of ingredients upfront on their packaging. This validates their claim of Transparency and gives the consumer more confidence. "No half-truths, No false claims, and def no * marks."

3 - User Driven content: (i) Giving the consumers a chance to give their feedbacks on "Infinite wall of love" on their web page, it enhances the credibility and authenticity of the brand because of the real reviews. (ii) Consumers making recipes from their protein powder and sharing it on social media helps them reach to a wider audience.

4 - Strong WOM: People talking about their experience with the product over social media, at fitness centers, among their social groups has helped TWT acquire consumers organically.

Organic Channels that The Whole Truth can pursue:

1 - Pop-Up Stores: Pop-Up stores can be arranged with the presence of the founder. The presence of the owner can make the consumers feel special and improve the connections with the brand. Exclusive limited time Pop-up stores can help increase their brand awareness and manage their return from trade as they themselves are selling the products for a limited time.

2 - Having their own activity club: People can join an exclusive invite only TWT clubs that offers the consumers access to events like a half marathons, etc. which will promote a strong WOM culture not just among the existing consumers but will also get the potential customers talking.

Hence, Target audience would be Gym members, Athletes as well as Food enthusiasts.

Here are some of the content loops The Whole Truth can try out;

CONTENT LOOP 1: SHARING RECIPES ON BRAND WEBSITE MADE WITH TWT PRODUCTS

Content Context: The brand can create a different section on the website to enable users to come and share food recipes they have made using The Whole Truth product. This way different users can share their favorite recipes with everyone and help them inculcate The Whole Truth ingredients.

Here, the content creator is the consumer, content distributor is the user and brand website is the channel of distribution.

User makes a recipe using The Whole Truth Product

Shares the recipe on the brand website

Available to multiple users across

CONTENT LOOP 2: COMPREHENSIVE INGREDIENT INFORMATION TOOL

Content Context: Building a comprehensive ingredient information tool under The Whole Truth's brand name that can help users know the nutrition information of various ingredients used in their food/recipes. This will help them promote their USP of Transparency and Clean Label.

Here, the content creator is the brand, content distributor is the user and the brand, website is going to be the channel of distribution.

User comes to the website to search for any ingredient nutrition.

Finds the nutritional value

The process repeats

CONTENT LOOP 3: SHARING

Content Context: The Whole Truth having easy to carry protein bars and energy bars, can encourage people to share their experience and stories through social media platforms like Instagram and Snapchat by uploading and sharing pictures of the bars and how it helped them complete their protein intake or boost their energy levels.

Here, the content creator is the consumer, content distributor is the user and Instagram and Snapchat (Social Media) is the channel of distribution.

User buys a Protein Bar

Clicks a Picture and shares experience on Instagram

Tags The Whole Truth’s Page

Story/Post brings the user’s followers to The Whole Truth’s page

(Understand, where does organic intent for your product begins?)

​

Step 1 → Identify complementary products used by your ICP
Step 2 → Use the selection framework

Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics

​

​Referral Program

• Who will have access to the referral program: Users who order more than twice only from the website. This will ensure prevention of referral fraud and also bring organic traffic since the condition is ordering only from the website.
• Discovery of Referral Program: A pop up message that appears right after the order is confirmed where a unique link is offered that can be copied and shared on multiple platforms. This facilitates the idea of 1:Many users, enabling a wider audience reach.
• Motivation to Share: (i) Redeemable Referral points aka Platform Currency: Points that can be redeemed on the next purchase upon successful referral; (ii) Early access to New Products: Early access to new launches can motivate the primary users to refer. Upon successful referral the new signee can get sign up points which can be redeemed only upon purchasing the product.
• How will they track: Points being credited to their account
• How will they keep sharing: Value unlocking upon no. of successful referrals:

At 2 - 5 Referrals: 100 points for each referral. 1 point = 1 Re.

At 5 - 8 Referrals: 100 points for each referral. 1 point = 1.2 Rs.

At 8 - 10 Referrals: 100 points for each referral. 1 point = 1.5 Rs.

Thus with each successful referral the value of the points can increase gradually.

• Non-user referral experience: A link along with a tagline that subtly challenges the non-user to try out the product. The tagline could be "To uncover the mystery of a healthy gut and lifestyle, go ahead and order and find The Whole Truth". Upon clicking on the link, the user will land on the website of the brand. A pop-up can then appear and entice the non-user to sign up, by offering certain discount on completing the core action.

Partner Program

• Partnering with Sport Athleisure Brands: Products placed at sport athleisure offline stores. For eg. Decathlon. The Whole Truth Protein powders can be placed with their shakers. Protein bars can be placed near checkout points to help refill customers their energy.
• Partnering with Gyms: Offering special privileges to the product in form of special discounts through coupon codes to new members. Offering protein bars and energy bars in the gym canteen.