Two-time Olympic medalist and Indian badminton star PV Sindhu has invested an undisclosed amount in Better Nutrition, a biofortified staples brand from Greenday, and become brand ambassador for the D2C brand.
Per an official release, the collaboration aims to “combat micronutrient deficiencies in India through innovative biofortified foods, enhancing both consumer health and farmer livelihoods”.
Prateek Rastogi, founder and CEO of Greenday, said, “With Sindhu on board, we strive to raise awareness about the importance of nutrition-dense staples and make them affordable and accessible to everyone across the country, while also improving the livelihoods of our farmers and their families, who are an intrinsic part of our supply chain.”
Founded in 2017 by Rastogi and Aishwarya Bhatnagar, agritech startup Greenday is increasing the nutritional value of staple crops, allowing consumers to access essential vitamins and minerals through their everyday meals.
Using biofortification, Better Nutrition aims to increase crop nutritional value starting at the seed stage. Its product line includes biofortified ragi, rice, atta, bajra, and makka enhanced with calcium, zinc, iron, protein, and pro-vitamin A.
Rastogi highlighted the pressing concern of nutrition deficiency in India and expressed gratitude for Sindhu’s support. With about 75 agri-input stores and procurement centres nationwide, Greenday collaborates with 15,000 farmers and aims for significant expansion.
Expressing her excitement, Sindhu emphasized the brand’s dedication to addressing nutrition deficiency and supporting farmers. Greenday’s agritech division partners with industry leaders to develop advanced biofortified produce.
