Indian cricket captain Rohit Sharma is entering the food industry by partnering with True Elements to launch "RS by True Elements," a new brand offering healthy breakfast options and snacks. As the brand ambassador, Sharma will play a vital role in product development and marketing, with RISE Worldwide managing the collaboration. True Elements, known for its commitment to transparency and healthy foods, aims to provide nutritious, easy-to-understand products. Co-Founder and CEO Puru Gupta emphasized that this is the first time a cricketer has licensed a health food brand in India. The RS line will be available by August 2024, with a marketing campaign to follow. This partnership highlights the growing trend toward health-conscious eating in India.
Rohit Sharma, the celebrated captain of the Indian cricket team, is stepping off the field to make a mark in the food industry. He has partnered with True Elements to launch a new licensed brand called RS by True Elements. This collaboration aims to create a unique line of healthy breakfast options and snacks, catering to the growing demand for nutritious food among Indian consumers.
True Elements, a homegrown brand, specialises in healthy foods, including oats, muesli, and various snack options. With this partnership, Sharma will serve as the brand ambassador and play a key role in developing and marketing products under the RS name. RISE Worldwide, which manages Sharma's endorsements, will oversee this collaboration. The mission of True Elements is to provide "Food That Does NOT Lie." This means that consumers can easily read the ingredients on their products and be informed about what they are eating.
Rohit Sharma expressed his enthusiasm for this partnership, stating, "This is a good time and opportunity to launch RS by True Elements, where, today, the focus for consumers is to know what they are eating. I have been a fan of True Elements, as they have stayed committed to their values and business philosophy. The partnership is aimed at building an alternative product line for consumers to make their preferred choice and be more aware of what is being offered to them."
Founded in 2016 by Puru Gupta and Sreejith Moolayil, True Elements has experienced significant growth over the past eight years. The brand's products are now available on major e-commerce platforms like Amazon, Flipkart, and Swiggy, and can be found in over 25,000 offline stores across India. This includes well-known retail chains such as Lulu, Metro, and Nature's Basket. The brand has also been recognized for its contributions to the food industry, winning the Best Startup award in 2022 from the Indian Institute of Millets Research.
Puru Gupta, the Co-Founder and CEO of True Elements, highlighted the significance of this partnership, saying, "This is the first time a cricketer is licensing a health food brand in India - a first for the ecosystem. Given the authenticity that Rohit has in cricket, we believe it would help us reinforce our commitment to being 'True' and honest with our customers, and help us scale rapidly. With Rohit starting a brand with us, it reiterates his confidence in us as a brand and our principles, which is a big motivation for the entire team. I am sure the joint effort will be a good benchmark for the rest of the industry."
The products from RS by True Elements are expected to be available in the market by the end of August 2024. This innovative move aims to simplify packaged food options for consumers and promote healthier eating habits among young people in India. In the coming months, a marketing campaign featuring Rohit Sharma will be launched, including a brand film and product-led videos.
Overall, the partnership between Rohit Sharma and True Elements marks a significant milestone in the Indian food industry. It reflects a growing trend towards health-conscious eating and the importance of transparency in food products. As consumers become more aware of their dietary choices, initiatives like RS by True Elements may play a crucial role in shaping the future of healthy eating in India.
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