Food Pharmer To Launch A Health-Focused Brand OWN - Only What's Needed
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Revant Himatsingka will be first sold online through his website, quick commerce platforms and major e-commerce sites like Amazon and Flipkart.
Revant Himatsingka aka Food Pharmer, is a popular social media influencer who is known for calling out misleading food labels and unhealthy ingredients hidden in everyday products. Now, he is stepping into the business himself with a clean-label brand built with help from the same followers who made him famous. In a recent interview, the influencer explained that he wants to shift from just highlighting problems to actually offering solutions.
'One of the biggest concerns my followers point out is that my content is more problem-focused. Nine out of my 10 videos will probably say that a particular product has a problem or is being advertised incorrectly. I want to go from being problem-oriented to solution-oriented, giving more alternatives to people, telling what they can potentially eat," Revant told Moneycontrol.
Revant is now launching his range of clean-label foods. He said the idea came directly from his community. His first product launch is a whey protein for which a soft launch is planned for June followed by a full launch in July.
According to Revant, this wasn't a random decision. 'It was people who decided what product I should launch. They are also suggesting the ingredients," he told the outlet.
The product will be sold under the brand name Only What's Needed (OWN), a title chosen based on suggestions from his online community. Revant had initially considered naming it Take Charge, but his followers weren't on board with the idea.
'Most companies add unnecessary and often harmful ingredients. We're doing the opposite — including only what's truly needed. That way, you're taking ownership of your health because you're making a conscious choice — it's your product," he explained.
For production, Revant has partnered with a manufacturing unit in Tirupati. 'They're also investing some funds, which should cover our needs for at least the first six months. After that, we'll assess the response and consider raising more capital if needed," he said.
The product will first be sold online through his website, quick commerce platforms and major e-commerce sites like Amazon and Flipkart. There are no offline plans right now. He said offline retail needs a different kind of expertise, which he and his team don't have at the moment.
Revant further admitted that the product won't be cheap because of the quality of the ingredients that will be used. But he wants to keep it reasonably priced by cutting down on ad expenses.
'Most companies spend insane amounts on ads. If I can cut down the advertising budget by 20–30 per cent and pass that on to customers, then we can be cheaper," he explained.
Even as he starts his business, the influencer said that most of his earnings still come from public talks, which he does occasionally.
'Monetisation from the food brand is a long-term thing. You don't get money even in the first three years," he said about food businesses.
In addition to launching OWN, he is introducing something called 'Food Pharmer Approved.'
'I will approve brands which I think are authentic. This can potentially expand beyond packaged foods, like approving a healthy restaurant. 'Food Pharmer Approved' will be like a symbol or a certification," he said.
Although he initially wanted to go for lab-tested certification, the cost and time made it difficult. For now, the approval will be based on reviewing ingredients. He also plans to add a disclaimer saying the products haven't been lab-tested.
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