A family that had been vegetarian for generations discovered that the “vinegar” in their pickle was industrial acetic acid — and the pink yogurt their children loved was coloured with crushed insects. Nobody had lied, exactly. Nobody had told the truth, either. TrulyVeg exists so that no family has to discover this by accident again.
A third of India is vegetarian — hundreds of millions of people — and the global number grows every year. Yet the modern supply chain quietly works against them: E-codes nobody can decode, “enzymes” with no source, synthetic substances wearing food names, imports with no veg marking at all.
Our mission is simple to say and endless to do: for every product a vegetarian family buys, make the truly-veg choice obvious, available and affordable. A guide first. A store next. A standard, eventually.
Our founding belief sits in our name: Truly Veg — and for everything that isn’t, there is always a pure alternative.
Brands cannot buy a recommendation, a badge, or a kind adjective. When the store launches, directory and store editorial stay firewalled.
We tell you carmine is insects because it is — not to scare you, but so you can choose. Where something is fine, we say it’s fine.
Health statements stay within what research supports. Scripture is cited, not invented. When we’re unsure, the badge says “Check Label”, not “Trust us”.
Vegetarianism is a journey of choice. We serve the curious and the committed alike — wherever you are on the path.
Three gates, in order. Failing any gate means “⚠️ Check Label” at best.
Every ingredient and E-code traced to source. Nothing animal-derived; ambiguous codes (E471, E631…) must be resolved by the maker in writing or by certification.
Processing aids that never appear on labels — clarifying agents, filtration media, capsule shells, glazing — checked against our hidden-ingredient database. This is where bone char, isinglass and shellac get caught.
Was this made from actual food by a recognisable process? Synthetic acetic acid, analogue paneer and dyed “kesar” fail here even though they contain no animal ingredients. Veg is the floor; food is the standard.
Formulations change. Listings carry a “last verified” date and get re-checked on a rolling cycle; reader reports fast-track a re-check.
Found a mis-labelled product? Want us to verify something? Are you a traditional maker of truly-veg goods? Write to namaste@trulyveg.com — every mail is read.
For launch updates, join the store waitlist: