As India’s healthy snacking market continues to evolve, Ghodawat Consumer Limited’s ‘To Be Honest’ (TBH) Foods is strengthening its position in the real vegetable snacks category through a decade of innovation, consumer-centric product development, and a commitment to mindful consumption. The brand’s journey, rooted in Indian entrepreneurial spirit since 2017, has now ignited a nationwide snack revolution as Desi Bhindi gets a dazzling Gen Z makeover and explodes across social media feeds. TBH Okra Chips, already a favourite among health-conscious snackers, have catapulted into a full-blown digital sensation, powered not by traditional media spends, but by the unstoppable force of user-generated content and authentic, shareable moments.
Over the past month, TBH Okra Chips have gained significant momentum among young Indian consumers, with social media abuzz with reels and snack-inspired content. These, videos have collectively garnered more than 50 to 60 million organic views. From college dorm rooms and workplace breaks to midnight snacking, India’s Gen Z and millennial consumers are enthusiastically showing off their love for the crispy, clean-label snack, transforming okra into the season’s most coveted foodie flex.
Salloni Ghodawat, CEO, Ghodawat Consumer Limited, said, “The response to TBH Okra Chips demonstrates that consumers are increasingly open to healthier snack formats that do not compromise on taste. What is particularly encouraging is that much of this momentum has been driven organically by consumers themselves. This is a story of how Indian flavours, combined with innovation and authenticity, can truly capture the imagination of the new generation. Our consumers, especially Gen Z, want to connect with brands that are real, responsible, and relatable. Social media hasn’t just spread our message; it’s shaped it, making TBH Okra Chips the face of mindful, modern snacking.”
Retailers and e-commerce partners have reported record-breaking demand, with TBH Okra Chips flying off shelves and quick-commerce apps logging unprecedented search volumes and repeat purchases. It’s not just about the numbers; it’s about the community spirit. Consumers are pouring their creativity and love into every reel, review, and snack hack, turning TBH into a genuine cultural phenomenon.
What truly sets TBH apart is its pioneering role in the 100% real vegetable and fruit chips category. Beyond okra, TBH offers a vibrant array of snacks, including sweet potato, arbi (colocasia/taro root), beetroot, golden banana, purple sweet potato, mixed vegetable, and other innovative chips, crafted through a unique vacuum-cooking process. This method retains natural colours, fibre, and nutrients while using 50% less oil than regular chips, making the snacks vegan, gluten-free, and bursting with real flavour.
Since joining the Ghodawat Consumer Limited family in 2023, TBH has rapidly expanded its reach, now available across 30+ cities, exporting to over 13 countries, and widely accessible via leading retail and quick-commerce platforms. The brand’s commitment to clean-label snacking and purpose-driven branding resonates with digital natives seeking both health and hype.
By reinventing classic Indian vegetables and fruits in trendy, Instagram-worthy avatars, TBH has bridged the gap between nostalgia and novelty. The viral buzz has not only boosted brand visibility but also set a new benchmark for digital-first FMCG brand-building in India. As the healthy snacking space heats up, TBH’s vegetable and fruit chips stand as a testament to the power of social media, consumer advocacy, and culinary creativity. This is the snack revolution, crunchy, colourful, and unapologetically Gen Z.
About Ghodawat Consumer Limited (GCL):
Ghodawat Consumer Limited, the FMCG arm of Sanjay Ghodawat Group, has been a trailblazer in the consumer goods sector since 2003. The company operates under the umbrella brand ‘Star’, offering a diverse range of products that include refined oils, atta (wheat flour), rice, beverages, and rawa, maida, besan and suji (all catering to various everyday consumer needs). Its portfolio also includes premium, value-added brands like TBH (100% real fruits and vegetable snacks brand) and Coolberg (India’s leading non-alcoholic beer brand). GCL’s offerings are available in more than 250,000 outlets across 120 cities and on all e-commerce and quick commerce platforms in India. The company also exports its products to over 17 countries across the globe.
