Every brand is a story, a story we wrap our products in. A story that makes us us.

Ours began long before ItsMoong, with I Am Love. Back then, we held on to a simple belief: what we eat affects how we feel, and how we look. Clean eating wasn’t just a trend to us, it was our motto. And that’s what led us, quite naturally, to ItsMoong.

It all started with plant protein. We realised that all plant proteins carried a stigma. People didn’t trust them and honestly, with good reason. They were looking for something clean and complete. So while most brands were busy experimenting with flavours, we went on a deeper search. For something vegan. Soluble. Light. Gut-friendly. Familiar. Something every Indian had grown up with. Something our bodies were already used to. Something protein-rich and complete in amino acids.

That’s when the proverbial apple (or a bowl of moong beans in our case) fell on our heads. It had always been right in front of us.

The protein was an instant hit. People loved how it tasted, how easy it was to digest, how smoothly it mixed in. But most of all, they loved the idea of moong. ItsMoong. We knew we had to honour it. Do right by the idea. And right by our audience. So we leaned in, all the way, becoming India’s only moong-based superfoods and supplements brand.

Today, we’ve got Plant Protein, Dal Pani Soups, High-Protein Cereals, and a lot more on the way.
Because just like you, we believe in moong.
ItsMoong.