HomeEntrepreneurshipStory of True Elements: The Startup serving fibre and protein-rich foods

Story of True Elements: The Startup serving fibre and protein-rich foods


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Today the world has changed a lot and a lot of startups are emerging. Startups are coming up with such frequency that they will soon be taking over the market from the big firms which are already established. There are many such stories about startups capturing the market because of their innovative ideas. One such story is about the company of True Elements.

True Elements, as a company, focuses on preserving the proper balance of excellent health by providing high-quality, benefit-packed products. The company offers a variety of products in the categories of muesli, seeds mixes, oats, nutritious seeds, roasted seeds, and oatmeal. Their products are high in fibre, critical vitamins, proteins, minerals, healthy fats, and antioxidants, making them an excellent choice for health-conscious consumers. The majority of their goods include no cholesterol or trans fat. These items are available in a variety of sizes and flavours. They can be purchased on the True Elements website HealthyWorld.in as well as other online marketplaces such as Amazon and Flipkart.

The legal name of the Company is HW Wellness Solutions Pvt Ltd. It is headquartered in Pune, Maharashtra, India. True Elements encountered logistical difficulties due to the city’s significant impact during the second wave of coronavirus. The company was founded in the year of 2015 and currently has a size of about 250 to 500 employees. The core team of the company consists of Puru Gupta (Co-founder & CEO), Sreejith Moolayil (Co-founder & COO), and Shahnawaz Alam (Chief Technology Officer). A major investor of the company is SIDBI Venture Capital. The company has total funding of about $3.2M.

When Puru Gupta, a former Procter & Gamble executive, launched Healthy World, an eCommerce website that mostly provided healthy food options, around a decade ago, just a small percentage of the country’s population was aware of what they were eating. However, by 2016, Indians had developed a taste for better dining and were willing to spend a little more on such options.

Puru concentrated on launching the product at ordinary trade stores instead of their competitors, who focused on modern trade stores.

True Elements is currently available in roughly 12,000 stores and plans to be in 20,000 stores by the end of FY22, according to HW Wellness Solutions Pvt Ltd. In addition, the brand will expand from 13 to six to seven new categories in the breakfast and snack area.

True Elements presently competes with The Whole Truth, which is supported by Sequoia Capital India, Yogabar, which is backed by Elevation Capital, and Mumbai-based Snackible, among a plethora of other health food businesses. According to Crunchbase, the Pune-based firm has raised Rs 150 million thus far.

True Elements focuses on brand promotion and recognition to differentiate oneself in a congested market. Puru demonstrates to his customers where each product is sourced. To that goal, the company has hired Ved Agarwal, a former Amazon category head who joined the team in July and is tasked with creating brand uniqueness for True Elements.

It was a long journey to come this far, but True Elements has come a long way. But it feels like the best is still yet to come and it’s just the beginning of a future where we will be seeing a lot of products of True Element.

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