Badminton star PV Sindhu joins Greenday's Better Nutrition as an investor and brand ambassador

Indian badminton star PV Sindhu, a two-time Olympic medallist and World Champion, has invested in Greenday's 'Better Nutrition' brand.

While the financial terms of the investment is not disclosed, Sindhu is also joining the startup as the brand ambassador.

The collaboration aims to tackle micronutrient deficiencies in India through innovative biofortified foods, thereby improving both consumer health and farmer livelihoods.

What does Greenday do?

Greenday, founded by IIM Ahmedabad alumni Prateek Rastogi and Aishwarya Bhatnagar, is focused on increasing the nutritional value of staple crops.

The company works with farmers, educating, empowering, and incentivizing them to grow nutrient-dense crop varieties enriched with essential micronutrients like Iron, Zinc, Pro-Vitamin A, Calcium, and Protein.

Raising awareness about nutrition-dense staples

The partnership with PV Sindhu is geared towards raising awareness about the importance of nutrition-dense staples and making them affordable and accessible to everyone across India.

Greenday's mission is not only to improve health through better nutrition but also to enhance the livelihoods of farmers who play a crucial role in their supply chain.

The company claims that its 'Better Nutrition' brand uses biofortification, a method that enhances the nutritional value of crops from the seed stage.

Prateek Rastogi, Founder and CEO of Greenday, stated, "Nutrition deficiency in India is a pressing concern, with more than 50% of the population suffering from deficiencies in essential nutrients such as zinc, iron, and protein. At Greenday, we are working to help alleviate these problems by promoting nutrition-dense farming practices and making biofortified foods accessible and affordable."

Operating about 75 agri-input stores

Greenday currently operates about 75 agri-input stores and procurement centres across India under the brand name 'Kisan ki Dukan'.

The product range of 'Better Nutrition' includes biofortified Atta, Rice, Bajra, Ragi, and Makka, all enriched with essential minerals and vitamins. These biofortified crops are designed to address the ongoing decline in nutrient content in staple crops over the past decades.

Rastogi mentioned, "Currently, we are collaborating with 15,000 farmers and have plans to scale up our operations significantly. Our goal is to expand across various geographies and crops. With our revenue already surpassing INR 10 Crores, we project the nutrition-dense farming and staples market to grow to about INR 2000 Crores by 2030, and Greenday to be at the forefront of this growth."

What are PV Sindhu’s views on this partnership?

Expressing her excitement about the collaboration, PV Sindhu said, "I am thrilled to collaborate with a brand that is addressing the critical issue of nutrition deficiency in our country. I deeply appreciate the dedication and innovation that Prateek and his team have put into Better Nutrition products. The positive impact they have on our health, and Greenday's mission to not just help make nutrition-dense food accessible to everyone in India, but at the same time to educate and support the farmers who are an integral part of this initiative. I believe in Better Nutrition and in the vision of the company and this is why I chose to become their brand ambassador."