From deinfluencer to founder: Foodpharmer launches whey protein label Only What’s Needed

If there’s one influencer with a huge fan following that most of the Indian food brands would rather avoid, it’s Foodpharmer. With 2.9 million followers on Instagram and growing, Revant Himatsingka has become the internet’s go-to label decoder, unafraid to call out misleading health claims on products lining supermarket shelves. He has built a kind of credibility most wellness influencers chase: trust. That trust has now taken a new shape.

He is now launching his own health-focused whey protein brand, Only What’s Needed (OWN), set to officially unveil on July 24. 

Speaking to afaqs!, Himatsingka introduced the philosophy behind OWN. “I’m not just launching a brand—I’m building a democratic food platform,” he said. “From the name to the ingredients, everything has been decided by public voting.” 

The original name, Take Charge, was scrapped when followers rejected it in favour of Only What's Needed. Even the product formulation was finalised based on user polls—a radical shift from the conventional boardroom-driven branding model.

But launching a brand in a market he’s long challenged doesn’t come without baggage. The new name itself is a challenge to how most food companies operate: filling products with additives, sugar, stabilisers and artificial flavours for the sake of shelf life or profit margins.

The Bournvita backlash that started it all

Going back to 2023, Himatsingka rose to fame when he posted a viral Instagram reel breaking down the high sugar content in Bournvita, a popular health drink for children. Mondelez, the parent company of the brand, ultimately applied legal pressure to remove the video, sparking a widespread public debate. The incident sparked Label Padhega India, his campaign encouraging Indians to read nutritional labels more carefully and question health claims made by food companies.

Since then, he has publicly called out over 100 brands for misleading packaging and marketing tactics—from “greenwashing” using herbal cues to celebrity endorsements that target lower-income consumers with low-quality products.

Legal heat and relentless scrutiny

The consequences have been significant. He revealed at the Indian Healthy Snacking Summit 2025 that he has received eight legal notices, including two Rs 2 crore defamation suits and even one six-month imprisonment charge. 

In the early stages of his advocacy, he admits he erred by removing videos and agreeing to court undertakings that restricted him from discussing certain companies. This led to the realisation that many large corporations own a multitude of products, effectively stifling his ability to comment on a wide range of packaged goods.

Yet, Himatsingka appears undeterred. Showing up at the event in a bold “Talk to My Lawyer” T-shirt, he announced, “If you send me a legal notice, I’ll get you publicly noticed because you don’t start a health revolution without making a few enemies.”

“I don’t look like someone who makes whey protein”

Himatsingka also acknowledged the risk of turning from critic to creator: “People kept asking me—what’s actually good? You make it yourself. So here I am. But now, I know the scrutiny I’ll face is 10x. If I make even a single mistake, people will come at me hard.”

A month ago, he admitted in a LinkedIn post that he was not a bodybuilder. I don’t have big muscles. I’m a relatively skinny guy.” He questioned whether people would take him seriously—or trust a guy without bulging biceps to make a product usually associated with ripped athletes. But that’s exactly the stereotype he set out to dismantle.

He isn’t building this company to serve only gym-goers. His mission is to educate India that protein isn’t just for those who “lift heavy”—it’s for everyone. For parents. For grandparents. This programme is specifically tailored for children who grow up in households where protein is lacking in their diet. It also caters to individuals who may not fit the typical athletic stereotype yet still do not consume sufficient protein in their diets.

Audience feedback at every step

Since the product was softly launched before, thousands placed orders even before he revealed the label. The aim was to get feedback, and he figured out that some are finding the pricing too high.

Acknowledging the concern, he said, “In the next few days, I’ll be doing something most brands never do: a transparent, open profit and loss breakdown. I’ll show you the raw material costs, receipts from the suppliers, product-level economics calculations… everything. I will openly brainstorm with all of you on how to lower the price for our protein powder and take a collective decision on what next steps we should take.”
He recently conducted polls to ask his followers which flavour of protein they would like next. He wants their participation in everything. 

Are clean labels affordable? What to do after label reading?

While Label Padhega India encouraged many consumers to check ingredients before buying packaged food, Himatsingka acknowledged that it’s not always useful advice. “Many people ask, If everything is bad, what do we eat? And they’re right,” he said. “Even if you want to make better choices, there often aren’t good alternatives available.”

That’s beginning to change, slowly. “Compared to five years ago, there are way more clean startups today. We’re still a long way off, but by 2030 I think people will have more affordable, better options—and labels will actually help them choose.”

As someone who has analysed the food market closely, he says clean-label products are not just a passing trend—but with nuance. “100% clean food is still too expensive for most Indians,” he said. “But better-for-you options—like replacing chips with makhana—are going to stick. That’s not a fad.”

The road ahead

He’s stayed away from paid partnerships with food brands, despite receiving offers rivalling the endorsement fees of top Indian cricketers. “At one point, I was being offered more than what cricket captains get,” he said. “And I still said no.”

He’s not completely averse to advertising, though. Recently, he collaborated with boAt, the audio & wearables brand, where he turned up at boAt’s Noida factory, and the consumer electronics brand’s chief product officer, Shyam Vedantam, tested a few features of the Prime 701 ANC with him.

Himatsingka is now exploring non-food collaborations, provided they align with his larger mission of transparency and public awareness.

But as OWN hits the market, his dual identity—as watchdog and now wellness entrepreneur—means big brands will be watching him closely. The pressure is enormous. “It’s much easier to criticise than to create,” he admitted. “But it’s time I walk the talk.”