In an era where health and wellness trends are constantly evolving, True Elements aims to emerge as a brand that values authenticity and sustainability - one committed to providing "food that does not lie." This proposition resonates with consumers seeking genuine products that align with their values. In a recent episode of Pitch BrandTalk, Akhil Menon, AVP for Brand and Growth at True Elements, discusses the brand's journey, its collaboration with Rohit Sharma, its vision for the future, plans for the festive season, and more.
The Rohit Sharma Collaboration
Menon shared insights into the creative process behind their latest campaign, stating, "It was important as a brand that towards the next year, we grow our penetration and footprint, both in terms of distribution as well as growing the number of customers we have acquired." He emphasized the need for a recognizable face for the brand but at the same time had significant synergies with it as well.
With Rohit Sharma on board, the campaign transcended mere celebrity endorsement. Menon noted, "We were sure that wherever we get right, it cannot be just a mouthpiece; they also have to have some level of skin in the game." The partnership aimed at enhancing brand visibility and credibility while reaching a wider audience through multiple teaser videos featuring the skipper. He further explained, "We wanted to associate with someone who embodies our values of honesty and authenticity. Rohit's image aligns perfectly with our brand ethos." This collaboration has not only helped True Elements gain exposure among Rohit Sharma's massive fan base but has also strengthened the brand's association with health and wellness.
Prioritizing Transparency and Sustainability
True Elements has built its reputation on the foundation of transparency and quality. The brand's commitment to "food that does not lie" resonates with increasingly discerning consumers in terms of the ingredients in their food. Menon emphasized, "We believe in being honest about our ingredients and processes. Our consumers can trust that what they see on the label is exactly what's inside the product." By prioritizing real ingredients and avoiding artificial additives, True Elements has differentiated itself from competitors and gained the trust of health-conscious consumers.
Further discussing the distinctive black packaging of True Elements, Menon explained, "When consumers see our products, they can immediately distinguish our brand and make out that this belongs to a different brand altogether." This bold choice has sparked both admiration and criticism, but Akhil confidently asserts that it gets the brand noticed.
True Elements also approaches sustainability as a way of operating rather than just a keyword. The brand has prioritized eco-friendly practices, from packaging to sourcing, as highlighted by Menon in terms of the brand's efforts in upcycling and recycling, along with its commitment to transparency in the supply chain.
Product Innovation & Festive Season Aspirations
According to Menon, product innovation is at the heart of True Elements’ mission to redefine health and wellness in the food industry. The brand consistently seeks to introduce new offerings that align with its commitment to transparency and authenticity. Menon explains, “We will not possibly go into categories no matter what the TAM, no matter what the size of price out there, if it is asking us to compromise our values.” As the brand explores categories such as breakfast, seed mixes, and healthy snacks, it aims to innovate in ways that elevate traditional foods while eliminating harmful additives, strengthening True Elements’ position in a competitive market where authenticity is increasingly valued.
As the festive season approaches, Menon expressed enthusiasm for the upcoming opportunities it presents. Highlighting the importance of this period in shaping consumer behaviour, he added, "The next few months are going to be extremely crucial in terms of understanding how the campaign goes forward." With the festive season often synonymous with heightened consumer engagement, the aspiration is not just to promote products but to foster a deeper connection with consumers by encouraging them to make informed choices.
How Will India See Health In The Future?
The conversation shifted to the future of health in India. Menon observed, "While we speak of health, our actions don't line up with our wishful thinking of being healthy and staying healthy." He anticipates a shift where consumers will progressively seek to minimize excessively processed foods and opt instead for items that are least processed or as close to food as possible. This transition will likely begin with simple ingredient replacements, such as switching oils or sweeteners for healthier alternatives.
As awareness grows, he envisions a willingness among consumers to pay a premium for better quality food and ingredients. Menon hopes that True Elements could be a catalyst for this change, stating, "We hope that we would be one of the reasons that this change would happen," encouraging consumers to scrutinize product packaging and make informed choices. Looking ahead, the speaker acknowledged that the brand has a ‘One in a billion’ opportunity to change the way India eats, asserting that the coming months will be crucial for both the campaign's trajectory and the brand's innovation pipeline.
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