True Elements, a healthy snacking brand | Fusion - WeRIndia

True Elements, a healthy snacking brand

True Elements, a healthy snacking brand

True Elements, a 100% grain-certified food brand, is a healthy snacking brand. While assuring complete taste with zero per cent added chemicals, preservatives, or sugar, the brand has garnered a loyal customer base.

CEO Puru Gupta founded True Elements after losing his father to cancer. He is one of the co-founders of the brand. Gupta identified a market gap where consumers were unaware of food constituents. 

His brand emphasizes honesty and quality, earning a high repeat purchase rate. Gupta asserts that their products are true to their core elements, which helps gain consumer trust.

True Elements maintains strict quality standards, rejecting subpar raw materials. 

The startup follows stringent guidelines for onboarding new products, ensuring uncompromised quality.

Gupta believes healthy snacking is here to stay. He emphasizes that products must fit existing taste palettes and appeal to consumers.

Regional taste differences also play a significant role in acceptance.

Post-Covid, there is increased health consciousness. Gupta comments that offering what customers need without compromising on quality or ethics is crucial. 

Building good brand memory and experience, coupled with a strong market presence, allows True Elements to scale rapidly.

True Elements leverages technology to drive scale. The brand developed in-house systems, including ERP and their website. 

A key differentiator is traceability; product packaging features barcodes linking to detailed sourcing information. 

This system allows customers to trace ingredients to the farm, ensuring transparency.

True Elements offers a wide range of breakfast and snack products, including seed mixes, granolas, oatmeals, and regional breakfasts like Upma.

They recently launched a specialized atta range and plan to expand into 5-6 new categories in the next two quarters.

Experiencing 100% year-on-year growth over the past five years, True Elements expects faster growth in 2023. 

True Elements is present in over 6,000 stores and online. It follows an omnichannel marketing strategy. 

They aim to increase store presence by 50% in the next five years, with a stronger offline market focus.

Currently serving 3-4 countries, True Elements aims to expand geographically and grow fivefold without compromising ethics. 

Image Credit: True elements Website Screenshot

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