How This Daily Nutrition Brand Is Winning By Making Health Effortless

by · Inc42

SUMMARY

  • TruNativ is upgrading everyday sweeteners, fibre and protein with science-led formulations and habit-friendly taste
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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.