Shashank Mehta

solving food @wholetruthfood

[Shashank Mehta @twitellectual]

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.

https://t.co/lZW1hEfgpn

[Shashank Mehta @twitellectual]

@ShivAroor @wholetruthfood Thank you for having me Shiv. And for telling our story. I know a lot of founders who are going through the same. Feels good to be seen 🙏

[Shashank Mehta @twitellectual]

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

[Shiv Aroor @ShivAroor]

With supply of pistas, dates & protein powder from Iran & the Gulf hit by the war, popular Indian protein bar-maker @wholetruthfood is very much feeling the heat.

Their founder @twitellectual joined me tonight to share more:

[Shashank Mehta @twitellectual]

@chetan_dalal @wholetruthfood Cocoa is back. Pista will be back in a week. 🙏

[Abhishek Baxi @baxiabhishek]

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

[Shashank Mehta @twitellectual]

@baxiabhishek @wholetruthfood Wow. Now biting nails to hear the review 🙏

[Shashank Mehta @twitellectual]

@imgeeksonfeet @wholetruthfood On it sir. Duly noted and accepted.

[Shashank Mehta @twitellectual]

@swapnil140496 @benedictgershom Heavy!

[Shashank Mehta @twitellectual]

@amitbhawani @wholetruthfood Check bottom side of the brown box the bars came in :)

[Arindam Paul @arindam___paul]

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

[Shashank Mehta @twitellectual]

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 ;)

[Sanket Shah @_sankyy]

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.

[Shashank Mehta @twitellectual]

The Whole Truth 🙏

[TheLiverDoc™ @theliverdoc]

Here we go. Results of Citizens Protein Project 2. Please read, share max. We have to bring in change. Thank you for your contributions. Huge thanks to @arifhussaintm who led clinical research division on behalf of Mission for Ethics and Science in Healthcare to do this...1/15

[Shashank Mehta @twitellectual]

@bantofu @wholetruthfood Great team ;)

[Shashank Mehta @twitellectual]

Building brands is hard. Scaling them is harder. This one is a masterclass on how - straight from the master’s mouth.

If you are aspiring marketeer - you don’t want to miss this.

https://t.co/TPMLr57ndw

[Shashank Mehta @twitellectual]

How to scale new-age brands? In conversation with @arindam___paul - the best First Principles marketeer I know.

[Shashank Mehta @twitellectual]

- What all is housed inside the ‘Marketing’ department - you’ll be surprised at his answer
- Effective media planning - especially in the valley between small scale and mass media
- Brand Building Vs Performance Marketing - the age-old debate

[Shashank Mehta @twitellectual]

@DivyaMangotra @wholetruthfood It is permanent :)

[Shashank Mehta @twitellectual]

@bhavyaroar Hahaha - I have to agree - better bod though :)

[Shashank Mehta @twitellectual]

Jai Sriram

[Ami Palan @markmeyourze]

Just came across this LinkedIn designation and found my new career aspiration.