Mumbai, 28th December 2021: True Elements, India’s only food brand to be certified as both ‘Clean Label’ & ‘100% Wholegrain, ventures into Contract Farming’. True Elements, amongst India’s leading healthy breakfast & snacks start-up brand, rests on 4 pillars of True – True to our Food (Nutrition), True to our Word (Transparency), True to our Planet (Recycle), and True to our Families (People). By outsourcing sustainable and clean food directly from people who grow it, the brand takes a big step ahead in their constant efforts to contribute meaningfully to society at large.
Through this initiative, the D2C start-up will be working with cooperative societies across Pune and Solapur districts with both formally registered farming communities and informal groups. True Elements will be sourcing raw materials and indigenous grains such as Jowar, Flax, Wheat and Chia through these communities.
Elaborating on the initiative, Sreejith Moolayil, Co-Founder & COO at True Elements said “Understanding the challenges faced by the farmers, this initiative will look at sharing investments and fare pricing to create a collaborative system. We want to collectively empower farmers and the private sector to increase agricultural productivity and profitability, while ensuring both parties benefit from this association. This initiative is driven by a pricing philosophy that aims to get at least 10% more earnings to the farmers than their current earnings in the short run. Over a 2 years horizon, True Elements aims to increase this to 20% and it further aims to have at least 50% its raw material sourced via this route by 2023.”
Anchored on the promise of providing ‘Food that DOES NOT lie to you,’ this initiative will further strengthen the brands pillar of being True to our Word (Transparency) and sharpen the brand’s edge on ingredient traceability. The consumer will now be able to see the journey of True Elements products and ingredients from seed – sowing – harvesting – process to finished good.
About the brand:
True Elements is a D2C brand of healthy breakfast & snacks, co-founded by Puru Gupta and Sreejith Moolayil. It is India’s only food brand to be certified as both ‘Clean Label’ & ‘100% wholegrain’ by leading US-based non-profit organizations. True Elements is driven by providing True Nutrition with True Transparency & True Sustainability. The brand is anchored on the promise of providing ‘Food that DOES NOT lie to you’ and creating a world where promises are 100% True and where 100% Taste is delivered with 0% jargons, 0% chemicals, 0% preservatives and 0% added sugar.
True Elements is currently present across 13 categories, across 65 products & 200+ SKUs, with hero products like Gluten Free Rolled Oats, Dark Chocolate Granola, Whole Oatmeal, Rolled Oats Shake, Fruit & Nut Muesli, Bajra & Jowar Flakes, Multigrain Dosa Mix, Rolled Oats Kanda Poha, Chia Seeds, Fitness Dry Fruit Mix, Protein Crunchy Minis, Chocolate Pancake Mix etc and in categories of Western & Regional breakfast, Seeds and their mixes, OTG (On-the-go), RTC (Ready-to-Cook), RTE (Ready-to-Eat) snacks and RTD (Ready-to-Drink) amongst others.
True Elements is a digital first brand with over 75% revenue generated via online channels. With an ARR (Annualized Run Rate) of Rs. 70 crore (updated as of June21) and one of the first brands to effectively reduce the carbon footprint of their products, True Elements is re-charting the ethos of home-grown food businesses and of being a responsible, sustainable, and conscious start-up. With a robust product innovation pipeline, rapidly increasing offline distribution in both domestic & international geographies, increasing brand awareness & salience & high repeat rates of over 65%- True Elements has its sight on achieving 300 Cr ARR in the next 18-24 months.
