Introducing Truth Be Told (TBT) - a weekly publication cum newsletter. Also, our attempt at setting health journalism right. Also, my life’s mission. A thread. thewholetruthfoods.com/learn…

The war seems distant. But it’s gotten very real very fast.

Well done, @twitellectual! I've ordered the entire @wholetruthfood line-up for the eight-year-old.

I have been a Wholetruth consumer from day 1 and would have gotten at least 100 people to try their products. Even switched whey from ON and MB when they launched Today got this as I am part of their community of most loyal users What I love is they are building a brand and business by doing exactly opposite of the playbook used by FMCG giants to build large F&B brands People keep saying community don’t matter and people don’t share these things. But try and do things worth sharing, you will be surprised how many people actually share Keep it up @twitellectual and team. You are building a beautiful brand and business thinking from first principles. The sky is the limit

Protein ke peeche kya hai? AKA Why are protein powders a black box? Let's change that. Let's take the protein conversation out of gyms and into our living rooms. And let's have a bit of a laugh as we do it ;)

Wife sent me this text today (I had requested her to tell me about this a couple of days back) and I think everyone can see it: The Founder’s Wife — by someone who lives the role, silently and fully When I married him, I knew I wasn’t signing up for a conventional life. He wasn’t the 9-to-5 kind. He was a dreamer. A doer. An entrepreneur with stars in his eyes and a mission in his heart. I was drawn to his fire — the way he spoke about solving problems, building for the future, changing the world. And I knew, in my gut, that loving him would be anything but ordinary. But what I didn’t fully grasp was how invisible I might feel in the process. Being married to a founder isn’t like any other marriage. It’s being constantly surrounded by uncertainty, silent tension, and the ever-present hum of a startup in motion. Wins were celebrated publicly — by investors, the team, the world. Losses, however, came home. And they lived with us. On the dining table. In the late-night silences. In the furrowed brows and distracted nods. I became an uncredited co-traveller on his journey. I carried the weight of his setbacks, absorbed the stress he couldn’t voice, and learned to find pride in a kind of sacrifice that no one really talks about. My emotions, my worries, my longings — they always felt smaller compared to what he was building. So, I minimized them. Quietly. We never really planned holidays. Life didn’t work like that. Dates became strategy calls. Long drives turned into brainstorming sessions. I’d sit next to him, craving connection — and he’d drift off mid-conversation, lost in thought, deep in the world he was building. And yet, I stayed. Not out of obligation, but out of belief — in him, in us, in the dream that wasn’t mine but somehow became part of my identity. There’s a constant tug-of-war inside me — to be seen more, heard more — but also to give him the space he needs to fly. I may not be on the cap table or the pitch deck. But I’m always there — in the quiet corners, the late-night meals, the missed anniversaries, the reassuring nods, the held-back tears. I am his sounding board, his safe space, and his loudest cheerleader. Because sometimes, love means finding comfort in the background, knowing you’re part of a story far greater than just you.

The Whole Truth 🙏

Jai Sriram

Masterclass in Marketing by two of my favourites @twitellectual and @beastoftraal🔥 From what goes into making a good ad, the unilever way vs the cred ad of making ads, the evolution of marketing, the science of personal branding, to the strategy behind influencer marketing—breaking down pseudo rate cards and the difference between credible influencers & visibility multipliers. 1 hr 25 mins of pure joy truly!🤍❤️ A must-watch! 📷❤️ youtube.com/watch?v=WuffyJLZ…

❤️❤️

The 2 best brands to have been built in last 5-6 years are undoubtedly WholeTruth and Minimalist. Clearly defined, stuck to the core promise and can easily extend to adjacent categories No wonder they are valued at 7-8x of revenue, often higher than peers

The one thing you need to read today

Not a promotion, just my experience with @wholetruthfood. As someone obsessed with health, I’ve seen brands misuse terms like 'organic,' 'chemical-free,' or 'ayurvedic' to market harmful products. Fancy words & fake ingredients can mess with your health – I learned this the hard way. A friend suggested @wholetruthfood. No fake ingredients, no sugar, and genuinely healthy. Their whey feels light, not heavy or fake, and the protein bars are my go-to for cravings without guilt. Even when I travel, I pack their energy bars & peanut butter. Kudos to @twitellectual & @wholetruthfood team for building real, trustworthy products for Indians. 👏 Everyone should try them!

As mentioned. Tried it with a @wholetruthfood before and the energy is released in a much more sustained manner through the workout, no dip. @UltrahumanHQ Better fuelling than the chocolate @contliving

the only brand I’ve endorsed so far has been @wholetruthfood love their Whey because it’s the only one I describe as “not heavy or fake dairy-like” the flavour is muted, it legit feels like water with some flavour As for their protein bars, I treat it like a dessert/sweet craving replacement. I cannot afford to blow so many calories on a protein bar… but it does the job when it comes to cravings.

Ok Elon. On it :)

Sawal toh acha hai :)