Shashank Mehta
Founder, The Whole Truth Foods. On 1 show, 1 appearance. The Shows tab opens the full record on each.
Shashank Mehta is the founder of The Whole Truth Foods. Prior to starting the direct-to-consumer brand, he worked in marketing at Hindustan Unilever.
1shows
1appearances
13statements
2resolved
0supported
1contradicted
0%fully supported
2said about them ↓ Everything Shashank Mehta said on any show that made the record, most notable first. Each card names its show and opens the statement there.
Mehta: Brands can move from premium to mass, but never mass to premium
“That's the third immutable law of brand building that you can only build a premium brand and make it go mass. You can never build a mass brand and make it go premium. There is not even one example in the world where someone built a brand, which was first adopt…”
Mehta: D2C is a sales channel, not a brand category
“D to C is actually direct to consumer is a channel. It's a way of selling to your consumers. Of course, a lot of brands nowadays are using either using that as their primary channel and in only a very few cases, by the way, as their only channel. So a, the def…”
Mehta: Food D2C has weaker online economics than personal care
“The personal care D to C market still has some depth. Whereas the food market is really shallow. And the reason for that is consumer behavior. The way we purchase personal care and the way we purchase foods are very different. And you know, the simple way to u…”
Mehta: Young MBAs in VC and consulting must spend years in FMCG sales
“HUL learning toh book se nahi milegi. I keep telling all the young kids that I meet and that tells you, I see myself as an old guy in, you know the analysts in, in our, in the VCs who invested in us or any other kids in consulting, et cetera. Whoever I meet wh…”
Mehta: HUL spent over ₹200 crore on Ayush for ₹90-100 crore ARR
“And the biggest learning on Ayush, we spent upwards of 200 crores in two years of marketing money to build barely a 90 to hundred crore ARR brand, which is very bad return on money.”
Mehta: Brands require time rather than billions in capital to scale
“Actually, brands don't need, like, Billions of dollars to be bid. Brand need time. That is brick by brick. If you try to make it quickly by throwing money at the problem, you will just burn your hands.”
Mehta: International Travel Experience Defines The Whole Truth's Core Customer
“And the biggest check mark which makes someone a consumer of old truth is, has traveled outside the country at least once.”
Mehta: Indian Supermarket Shelves Lag Decades Behind Urban Lifestyles
“The life of an Indian in Delhi, Bombay, Bangalore is exactly like the life of a San Francisco or a London guy. But the options we get on our supermarket shelf are stuck in the eighties.”
Mehta: The Whole Truth maintains D2C repeat rates upwards of 50%
“Our repeat rates, if I talk pure data, till today, on BTC, our repeat rates are upwards of 50%. It is unheard of in the industry. When we started, we had a 75% repeat rates.”
Mehta: The Whole Truth aims to hit 100 crore INR ARR by year-end 2022
“And hopefully by the exit of this year, we will be at a hundred crore ARR.”
Mehta: Startups must invest in brand from day one, not just performance
“Invest in brand as little as possible, but invest in brand, not just performance from day one. Because performance marketing is a commodity. It becomes very quickly.”
Mehta: Patanjali's success pressured HUL to build an Ayurvedic brand
“Because Patanjali was doing so well, we had a lot of pressure to create a Ayurveda brand of our own. And this team was just being set up.”
Mehta: 18-20% of US CPG is online versus 7-8% in India
“In terms of market size, if you look at a country like the US, for example, has about, broadly speaking, 18 to 20% of their CPG commerce, and CPG is consumer products, or FMCG as we call it in India, fast moving consumer goods commerce. In the US, 18 to 20% ha…”
The other half of the tape: Shashank Mehta's own voice is left out of every number here. Other people bring the name up 2 times in 1 episode across the shows. every mention, with the transcript →
Who brings them up most Ayyappan Rajagopal 2
Every mention by year
tap a year for its mentions
the Neon Show 2
One line per show, most statements first. The link opens Shashank's full record on that show: the calibration, argument clarity, speaking style and every statement made there.
| Show | Role there | Eps | Statements | Record | |
|---|---|---|---|---|---|
| NEON SHOWLEDGER | Founder, The Whole Truth Foods | 1 | 13 | 0% 0/2 | full record on the Neon Show → |