In a world where health is wealth, a Pune based company, True Elements stands as a beacon of hope, offering wholesome breakfast alternatives and snacks that nourish both body and soul. Founded in 2014 by Puru Gupta and Sreejith Moolayil, True Elements emerged from a shared vision to promote preventive healthcare. What began as an aggregator of health food brands blossomed into a private label and eventually evolved into the True Elements brand we know today.
In an exclusive interview with the SnackFax team, Puru Gupta shared the insights behind True Elements’ remarkable journey and its mission to promote preventive healthcare while empowering individuals to prioritize their well-being.
Gupta shared that True Elements’ journey began with a simple yet profound realization: people often prioritize health only when faced with adversity. Determined to change this narrative, Puru and Sreejith embarked on a mission to redefine the breakfast and snack landscape in India.
“Personal challenges motivated Sreejith and me to pursue preventative healthcare. We saw a common pattern: people prioritise their health only when it’s too late or someone close to them becomes unwell. This is how we founded Healthy World, which was originally an aggregator of healthy food companies. It eventually evolved into a private label called True Elements. Today, True Elements is a nutritious breakfast and snack brand that produces Food That Does Not Lie,” he explained.
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True Elements emerged as a healthy breakfast and snacks brand, aiming to offer ‘Food That Does Not Lie’. While recognizing the sensitivity of taste preferences in the country, the brand is focused on developing breakfast and snack options that prioritize health without compromising on flavor, shared Gupta.
“The goal was to motivate people to eat clean, healthy breakfasts and snacks from 8 a.m. to 5 p.m. The name True Elements implies that we are true to what we stand for. Being transparent and sustainable is in the brand’s DNA, so what you see in the ingredient list on the package is precisely what’s inside. For example, if there is sugar in the product, we name it explicitly without disguising it or using jargons to make it complicated.”
Gupta highlighted that quick commerce has emerged as one of their fastest-growing channel clusters. Additionally, their Seeds and Seed Mixes, alongside trail mixes, have been instrumental in acquiring a significant number of customers for the brand. Reflecting on the past year, Gupta shared that 2023 was a journey marked by both challenges and triumphs for True Elements, shaping its trajectory. “Our work in millets got recognition,” Gupta emphasized.
True Elements began 2023 by representing India at The Saveurs & Métiers Expo in Belgium, hosted by APEDA where Sreejith raised awareness about indigenous millets. This was followed by numerous national and state level trade events. They were featured in the President’s coffee table book on Millets. The brand got award as the runner up for Best Millet Startup Award by FICCI for innovating – Cereal Biscuit Jowar (an upcycled cereal biscuit made from Jowar, without sugar, jaggery or honey).
“We wrapped up 2023 with another international Millet event: ASEAN-India Millet Festival in Indonesia. This is just the start; we have a long way to go in turning our ‘Har Din Millet’ dream into a reality,” he said.
However, amidst the accolades, True Elements faced two key challenges: navigating a crowded market saturated with health-focused brands and managing escalating channel costs. “Firstly, clutter of numerous brands joining the bandwagon, it can be difficult to ensure that consumers are not misled by false information. Secondly, with similar businesses entering the market, channel costs become burdensome. As a result, a low-margin category experiences additional cost pressure from greater channel margins,” he told us.
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Despite these hurdles, the brand persevered, launching a diverse range of products—from millet-based innovations to clean peanut butter and flavored dry fruits—that resonated with health-conscious consumers nationwide.
“Recently, we have launched a super oats and oats pro range. In the Year of Millets, we’ve developed new millet products such as Jowar Poha, Ragi Huri Hittu, Cornflakes Pro, Millet & Pulse health mix, and Millet Shake. We have also entered the spread category. Our clean peanut butter is manufactured from 100% slow-roasted peanuts and has no palm oil, emulsifiers, or artificial preservatives. We introduced a new line of flavored dry fruits and nuts, Baked Cashews and Almonds, in four delicious flavors to meet the growing demand for nutritious snacks. We launched Panch Ratna Trail Mix, a blend of 5 premium dry fruits suitable for snacking, yoghurt topping, and baking,” informed Gupta.
As demand for nutritious breakfast options rises, driven by increased health-consciousness and busy lifestyles, the global breakfast food market is projected to grow substantially. Between 2022 and 2027, it is expected to increase by USD 125 billion, with a CAGR of 5.31%. Notably, the US dominated the market in 2017, generating an estimated annual revenue of USD 83.60 billion.
While witnessing the shift in a dynamic health food industry, True Elements remains at the forefront of innovation, constantly adapting to changing market trends and consumer preferences. Leveraging data insights and consumer feedback, the brand pioneer’s new product offerings that cater to diverse needs and tastes.
“We use Amazon Pi to provide a holistic view of our brand’s data into category trends, search patterns, and our competitive positioning. This enables us to introduce new products and combinations based on consumer purchasing patterns, identify trends, and to improve the brand. Many of our innovative product ideas stem from direct interactions with consumers,” he said.
True Elements launched peanut butter driven by feedback from Rolled Oats consumers seeking a clean peanut butter option. This feedback, coupled with the observed protein deficiency in the market, led them to develop the product. Similarly, consumer interactions at gyms highlighted a lack of easily accessible vegetarian, plant-based protein options for everyday use. This insight inspired the launch of Super Oats and Super Muesli.
Similarly, recognizing regional preferences, they introduced Oats Pro range, featuring flavors like Desi Masala, tailored for markets like Kerala and Tamil Nadu, who find plain oats boring. The approach with millets follows a similar strategy, incorporating nutritious grains into regional delicacies like Jowar Poha, Ragi Huri Hittu, and Mysore Millet Dosa Mix to cater to the diverse Indian palate.
In 2024, True Elements is set to launch exciting new products as an extension of their Oats range. This includes Oats Pro Chilla, a quick, protein-packed breakfast option. Other additions to their Oats-based products include Oats biscuits and Oats chocolate shakes made with clean, gluten-free ingredients.
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Furthermore, True Elements will expand its muesli portfolio with Muesli Fruity Delight, featuring nuts, dried fruits, oats, and millets, sweetened naturally with jaggery powder and beetroot powder.
Highlighting the company’s dedication to sustainability, Gupta emphasized that sustainability extends beyond its product offerings to its operations, packaging, and sourcing practices. Through initiatives such as contract farming, plastic upcycling, and advocating indigenous millets, the brand champions environmental stewardship and social responsibility. By empowering farmers, minimizing plastic waste, and promoting eco-friendly ingredients, True Elements demonstrates an approach to sustainability that benefits both people and the planet.
“Direct sourcing, contract farming with farmers in rural Maharashtra, we eliminated middlemen, resulting in excellent raw materials and a 20% increase in income for farmers. Additionally, we collect empty packets from clients and recycle them in our facility to produce biofuel for communities in Maharashtra. We have recycled approximately 40,000 kgs of plastic thus far,” Gupta explained.
Looking ahead, True Elements remains steadfast in its vision to become the preferred brand for nutritious and transparent food choices in every household. In the short term, the brand aims to establish leadership in key product categories and consolidate its market share. In the long term, True Elements seeks to embody authenticity, integrity, and wellness, becoming a trusted companion on every individual’s journey to better health.
“In the short term, we would like to build leadership in the Seeds / Dried Fruits and Nuts aisle in the store, along with commanding share from the leader brands in Oats. In the long term, we aspire to be the brand in every household for any of their 8am-11am-5pm food needs with a solution that is True to them. Whenever a customer thinks of eating food that does not lie, they should think of True Elements,” he pointed out.
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