India-based healthy snacking brand To Be Honest (TBH), now part of the Sanjay Ghodawat Group (SGG), is gearing up for international expansion, riding the rising wave of snackification and wellness across Asia and beyond.
Founded as a clean-label, better-for-you alternative to traditional snacks, TBH offers fruit- and vegetable-based crunchies made using vacuum-cooking technology. The method helps retain the natural color, fiber, and nutrients of raw vegetables while using 50% less oil compared to conventional deep-fried chips.
Operated under SGG’s FMCG arm, Ghodawat Consumer Limited (GCL), the brand is aiming for a global footprint. “GCL already exports to over 17 countries and regularly participates in global expos like Gulfood,” said Salloni Ghodawat, CEO of GCL. “We see TBH’s 100% real fruit- and vegetable-based snacks as ideally positioned for today’s health-conscious consumer.”
The company’s expansion comes at a time when snackification — the shift from full meals to smaller, frequent snacking — is gaining global momentum. According to Euromonitor International, this shift is particularly driven by younger consumers seeking convenient, nutritious, and single-serve options that align with their lifestyle goals.
“Consumers today are making more mindful choices,” Ghodawat said. TBH’s rise in popularity stems from its unique formats that offer guilt-free indulgence without compromising on taste or nutrition. We’ve seen strong visibility in modern retail as shoppers increasingly opt for clean-label, plant-based alternatives.”
TBH’s growing portfolio includes Mix Veggie Chips, Tangy Chickpeas, and Taro Bites, all of which are free from artificial additives, gluten, and excess oil. Many of the products double as ingredients in 10-minute healthy recipes, which the brand promotes via social platforms like Instagram to boost engagement.
Examples include TBH Tangy Chickpea paired with chopped onions and chillis for a quick chaat-style snack or Taro Bites baked with cheese and vegetables for a nutritious twist. The company is also exploring functional food innovations by adding specific health benefits to its upcoming offerings.
“By merging taste, health, and convenience, TBH is carving a space for itself in the global snacking landscape,” Ghodawat added. “This is more than just a trend — it’s a lifestyle shift we’re ready to lead.”
With its clean ingredients, innovative tech, and recipe versatility, TBH is betting big on becoming a global ambassador for India’s better-for-you snack movement.