Aashish Jhunjhunwala’s Post

7 Emails. 1 Reply. 1 Lab Report. What I found shocked me. I’m currently working on a small study to understand what “healthy” really means in the kids’ nutrition space and how these brands are ensuring product quality, transparency, and safety. So I did something simple. I emailed a few of the most popular milk mix brands. The ones we all grew up with. The ones that promise height, energy, stamina. The ones that dominate supermarket shelves. I asked questions like- “How do you ensure the product consistently matches what’s on the label both in terms of nutrition and safety? Is each batch tested for heavy metals and other contaminants, and how is consistency maintained across batches?” I didn’t expect much. Maybe the emails got buried. Maybe they didn’t have time. But one startup replied. Not a giant. Little Joys. And they didn’t just acknowledge the question. They shared a detailed third-party lab report explaining ingredient sourcing & how every batch is tested for heavy metals and nutritional consistency, with exact protein levels and metal traces, all within safe limits. I bought their Nutrimix myself to verify the experience. Turns out, every pack includes a QR code linking to that batch’s lab test report. It genuinely changed how I think about brand accountability. Because in a world where every brand says “trust us,” very few actually earn it. In a category where mothers constantly second-guess what’s safe, clean, or true this kind of transparency is powerful. I’m still hoping the other brands reply. Their inputs would strengthen the case study. But either way, I’ll be sharing everything I learn. So more people can look beyond marketing, and into what really matters. Little Joys