SUMMARY
TruNativ is upgrading everyday sweeteners, fibre and protein with science-led formulations and habit-friendly taste
Walk down any grocery aisle and ‘health’ claims jump off the pack — but labels don’t always match what households actually consume. Often dazzled by marketing, many buy into the health hype. But there’s often a gap between what households think they’re consuming and what the label actually delivers.
India’s nutrition and supplement market is projected to reach $68.4 Bn by 2030. Within nutraceuticals, functional foods and beverages held the largest share in 2024 (49.2%), pushing brands to match on-pack claims with full ingredient disclosure.
With such significant spending, brands now need to ensure authenticity and full disclosure about their products. Simply put, what’s promised on the box should match reality.
When mother-son duo Mamta and Pranav Malhotra, along with Eeshaan Merchant, set up TruNativ in 2019, they moved away from the usual marketing playbook based on this principle. Instead, they chose a science-backed, ingredient-first approach built around everyday ‘add-on’ products — sweeteners, fibre and protein.
The founding team also realised that the key to family health isn’t a gym-goer or influencer, but the mother who actively monitors the family’s wellness. So, they created an all-natural, non-GMO, clear-label product line that helps reduce sugar while boosting protein and fibre intake. This allows people to eat healthy without changing their daily food habits or sacrificing taste. Plus, all components are clearly labelled to build consumer trust.
The Formulation Moat Behind Clean Labels
TruNativ’s strength lies in its science-backed formulations, which help households easily make meaningful nutritional upgrades. Its flagship products — Everyday Sweet, Everyday Fiber, Everyday Protein, Whey Protein Pro Blend and Advanced Collagen Peptides — aim to fill everyday nutritional gaps and promote repeat use.
The brand has opted for a partner-led, asset-light manufacturing model, collaborating with specialists at various stages of production. For instance, it works with Fermentis Life Sciences for protein formulations and with Manisha Pharmo Plast for precision dry blending and packaging.
Even within this distributed framework, TruNativ
retains ownership of all its formulations and sets both internal and external benchmarks in line with industry best practices.
Repeat Consumption Powers The Growth Flywheel
Repeat users anchor TruNativ’s growth, contributing 47% of annual D2C website revenue. TruNativ’s revenue grew 2.3x in FY25, rising from INR 16.59 Cr in FY24 to INR 37.73 Cr.
By November 2025 (FY26), TruNativ had crossed INR 65 Cr in revenue and is targeting INR 115-120 Cr for the full year.
This momentum is being driven by distribution across D2C, online marketplaces, offline retail and corporate partnerships, alongside tighter contribution margins and a focus on EBITDA.
Taking Clean Nutrition Beyond Indian Homes
In the next 12-18 months, TruNativ plans to expand its offline retail distribution and enhance its quick-commerce presence for impulse purchases. It will also introduce new science-backed products and strengthen its institutional business through enterprise partnerships.
By FY28, it aims to become the first choice for Indian households in sweeteners, proteins and fibres. The ultimate goal is to build a globally relevant clean-nutrition brand rooted in Indian formulations and enter new markets where label clarity is essential.
[Authored By Vandana Batra]
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