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The Whole Truth gives out free protein bars close to 'best before' date: 'Help us not waste this food'

The Whole Truth is winning over customers and social media by giving away products for free to fight waste. See why their transparent communication and smart marketing are a hit.

Food brand The Whole Truth raises $15 million in series C led by Sofina

The funding will be used to fuel the brand’s in-house manufacturing expansion, talent acquisition, and category growth

The Whole Truth | Ovarian Cancer Awareness Month: The emperor’s new hopes

September is Ovarian Cancer Awareness Month and is the same month when India and the US have agreed to join hands on the war on cancer. What does this tie-up mean?

The Whole Truth | In search of longevity with Dan Buettner

In a new Netflix show, 'Live To 100: Secrets of the Blue Zones', the world’s most experienced longevity researcher finds the world’s 'blue zones'. But are these zones replicable everywhere there is human civilisation?

The Whole Truth | Yasmin Karachiwala breaks down our fitness ‘wants’

In her new book, Mumbai’s most famous fitness guru, coach to Bollywood aristocracy, has a name for your fitness personality. Which one are you?

The Whole Truth | The protein fix

This year, cottage cheese (chhena), close to the Indian paneer in taste not texture, has been hailed as the perfect dairy protein.

The Whole Truth | The rise of social wellness through community-driven healing events

Niche, community-specific spaces, events, retreats and virtual rooms are bringing communities together to galvanize collective wholesomeness. Here's where to find them in India.

The Whole Truth | Why loneliness is worse than smoking

Several new studies point to its hazardous effects. In overpopulated and over-familial India, it’s worse because of the taboos around being single.

The Whole Truth | Why we need the woo-woo

Wellness influencers drive the idea of an active, positive pursuit organised around the self — a luxury in the strictest sense.

The Whole Truth | The secret to success is in small wins every day, Luke Coutinho attests

What a new book of Indian holistic nutrition by lifestyle guru Luke Coutinho and the world’s most anticipated wellness trends report have in common.

The Whole Truth | ChatGPT is collecting my work, but it's got me entirely wrong

Do not AI: In the AI-bolstered world, digital wellness would have to be more about protecting intellectual and creative property rights.

The Whole Truth | Take the moral science out of wellness

The world is suddenly so obsessed with individual wellness that if you choose not to “fix” yourself, you’re an irresponsible nihilist.

Who needs Vitamin D3 and Magnesium tablets, and how to pick the right supplements for you?

Does a healthy adult or child need supplements to maintain or boost health? The functional medicine pros have some solid answers

The Whole Truth: Are millets really good for you?

Right now, the food retail market has a flood of products made with processed millets. Can the brouhaha around this wonder grain take us to a health and agricultural utopia?

The Whole Truth | Big machines in wellness centres, a new draw for the health-conscious

The new glow and heal menu in Indian cities is a high-pressure oxygen chamber and nutrient concoctions pumped into the body.

Food brand The Whole Truth raises $15 million in Series B led by Sequoia Capital

TWT, which was founded in 2019 by Shashank Mehta, an ex-Unilever marketeer, makes educational content that helps consumers understand and decode their food choices. Its offerings include chocolates, protein bars, peanut butters, and muesli.

Storyboard18 | When founders become content creators

They double as models, photographers, copywriters and insight miners. Meet early-stage startup founders who are weaving their brands’ stories.