Food Influencer Revant Himatsingka to launch clean label brand 'OWN'

New Delhi: Revant Himatsingka, widely recognised on social media as Food Pharmer, is set to enter the consumer goods market with the launch of his clean-label food brand, Only What’s Needed (OWN). The brand's first product, a whey protein supplement, is expected to soft launch in June, with a wider rollout planned for July.

In an interview with Moneycontrol, Himatsingka, who has built a digital following by critiquing misleading advertising and dissecting food labels, said the move is part of a broader shift in his content strategy. “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.”

Community input and brand ideation

The creation of OWN has reportedly been shaped through extensive engagement with his online community. Himatsingka said the audience was involved in selecting the product category, ingredients, and even the brand name. While he had initially considered naming the brand Take Charge, he said the final name Only What’s Needed—was suggested and voted in by followers.

“It was people who decided what product I should launch. They are also suggesting the ingredients,” he said.

The core philosophy of the brand, he explained, is to strip away unnecessary and potentially harmful additives. “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.”

Price vs Quality trade offs

On the issue of affordability, Himatsingka acknowledged that OWN’s products would not be low-cost, but he hopes to offset expenses by cutting back on advertising. “Most companies spend insane amounts on ads. If I can cut down the advertising budget by 20-30% and pass that on to customers, then we can be cheaper,” he noted.

The distribution strategy for now will be limited to online platforms, including the brand’s own website, Amazon, Flipkart, and quick-commerce platforms. Offline retail, he said, is not currently a consideration. “It needs a different kind of expertise, which we don’t have at the moment.”

Manufacturing and funding

OWN’s initial rollout is backed by a manufacturing partner based in Tirupati, which has also invested in the brand. Himatsingka said this investment will support operations for the first six months. Depending on consumer response, the team may consider raising additional capital thereafter.

“I will approve brands which I think are authentic. This can potentially expand beyond packaged foods, like approving a healthy restaurant,” he said. He also clarified that the label would include a disclaimer stating that the products have not been lab-tested.

Although he is transitioning into business, Himatsingka remains cautious about the financial aspects. “Monetisation from the food brand is a long-term thing. You don’t get money even in the first three years,” he added, noting that most of his current income still comes from public talks.