To Be Honest (TBH) is part of the Sanjay Ghodawat Group (SGG) FMCG division. It is known for its vacuum-cooked vegetable and fruit snacks.
The brand is riding the high wave of consumer demand for natural, low-calorie, and nutrient-dense snack alternatives.
Now in its 10th year of operation, the brand recently marked its anniversary with the announcement of an ambitious revenue goal or Rs50 crore (US$5.8m) by 2028.
“As we celebrate a decade of innovation and inclusivity in the healthy snacks market, our ambitious goal of reaching 50 crore in revenue by 2028 reflects our commitment to enhancing the snacking experience for all,” said Salloni Ghodawat, CEO of Ghodawat Consumer Limited (GCL), the FMCG arm of Sanjay Ghodhawat Group.
GCL acquired TBH in 2023 as part of its mission to develop a portfolio of healthy, unique snacks that do not compromise on taste. GCL aims to position TBH as the leading brand in the global healthy snacking market.
Since becoming part of the group, TBH has expanded its offerings and increased its distribution reach, now spanning over 30 cities in India and exports to more than 13 countries.
Strategic alignment with changing habits
GCL’s investment in TBH aligns with India’s fast-growing health-focused snacking segment.
The sector was valued at US$2.67 billion in FY2024 and is projected to reach US$4.95 billion by FY2032, growing at a compound annual growth rate (CAGR) of 8.03%, according to Markets & Data.
TBH’s model – centered on nutrient-preserving vacuum cooking and snacks made from 100% real vegetables – has resonated with Indian consumers seeking convenient options with functional benefits.
“Our customer-focused strategy has been crucial in adapting to shifting consumer preferences and needs,” said Ghodawat, underscoring the firm’s efforts to balance fun, taste, and health in one offering.
From direct-to-consumer (D2C) to multi-channel
TBH’s evolution post-acquisition reflects how impulse-driven products are being integrated into omnichannel strategies.
The brand is present on platforms such as Blinkit, Amazon, and Swiggy Instamart, while also stocked at offline retailers including Reliance Fresh, Nature’s Basket, and Foodhall.
This expansion has boosted TBH’s visibility beyond metro areas, allowing GCL to tap a broader consumer base with its low-calorie, nutrient-retentive snack portfolio.
Looking ahead
The TBH acquisition forms part of GCL’s wider growth strategy. The company is targeting INR 2,500 crore (US$299m) in revenue over the next three years, backed by a broader portfolio that includes Star and Coolberg.
Star spans categories including refined oils, atta (wheat flour), rice, beverages, and savoury snacks. Coolberg, meanwhile, is one of India’s best-known non-alcoholic beer brands.
“By focusing on customer satisfaction and adapting to market trends, GCL has enhanced TBH’s position in the industry,” the firm said in a press release. Its strategy blends product innovation, affordability, and premium positioning – elements that are increasingly essential in India’s evolving FMCG landscape.
