The Clean Label Guys' Mission
We're the Clean Label Guys—two young marketing enthusiasts who fell in love with the food and beverage world. For two years, we ran a small agency, working with various clients and learning the ins and outs of the industry. But along the way, we noticed something that didn't sit right with us.
In India, most of us—ourselves included—rarely glance at the ingredient list or nutrition label before tossing a product into our shopping carts. We often assume that if it's on the shelf and looks good, it must be good for us, right?
As we dug deeper into our work, we began to see a disconnect. Some of the most clever marketing in the world was being used to present ultra-processed foods as healthy, everyday options. We found ourselves at a crossroads: continue down the agency path, make great money & grow, or pivot towards making a positive impact.
This choice came at a cost—dropping our clients, and starting from zero (again). There's a real chance the content might never gain traction, leaving us without a backup plan. At the ages of 21 and 24. We're putting aside everything we love to focus solely on this, hoping things work out.
We chose impact. We decided to shift our focus to educating our fellow Indians about what's really in their food. Because at the end of the day, India becomes what India eats. We believe our country is at a crucial juncture to decide which nutritional path we're going to take.
Our journey as the Clean Label Guys isn't happening in isolation. We've been deeply inspired by trailblazers like Foodbabe in the US, Foodpharmer, and Shashank from The Whole Truth in India. These pioneers have shown us the power of informed food choices. But in a country as vast and diverse as India, we believe there's room—and need—for more voices in this space. We're excited to add our own flavor to this important conversation.
Our goal as the Clean Label Guys is simple but crucial: we want to review packaged foods and break down how healthy or unhealthy they really are. Think about it—tech products, beauty items, and countless other categories are scrutinized by reviewers who tell us what's good, what's bad, and what's just marketing jargon. So why isn't food, something we literally put into our bodies, treated with the same level of critical analysis?
We're tackling this problem head-on: If Indians don't typically read nutrition labels, we'll do it for them. Our plan is to review major packaged food labels, one social media post at a time. We'll break down the complex information into easy-to-understand language, helping people grasp how healthy or unhealthy these products truly are.
But here's the kicker: we're not here to bore you with dry facts and figures. Our content is designed to be simple, accessible to everyone, and—most importantly—humorous and entertaining. We believe that learning about food should be as fun as eating it!
As the Clean Label Guys, we're just starting out on this path, and we know we have a lot to learn. We're not here to point fingers or claim we have all the answers. Instead, we're on a journey to uncover the truth about our food, and we invite you to join us.
Our promise is simple: we'll be honest, we'll be clear, and we'll always strive to provide information that helps you make better choices for your health. And we'll do it with a smile and maybe a few food puns along the way.
Because when it comes to food, knowledge isn't just power—it's the key to a healthier (and tastier) future for all of us. So, are you ready to join the Clean Label Guys on this delicious adventure?