Badminton Star PV Sindhu Invests in Greenday’s Better Nutrition Brand

GreenDay ft PV Sindhu
Preeti Bali / 7:35 am / June 4, 2024

Indian badminton champion PV Sindhu has joined forces with agritech startup Greenday as an investor and brand ambassador for their direct-to-consumer (D2C) brand, Better Nutrition. This collaboration focuses on addressing the widespread issue of micronutrient deficiencies in India through innovative biofortified foods.

Championing Nutrition Through Biofortification

Greenday, founded by Prateek Rastogi and Aishwarya Bhatnagar, is on a mission to enhance the nutritional value of staple crops. Their approach involves biofortification, a technique that enriches crops with essential vitamins and minerals like zinc, iron, protein, pro-vitamin A, and calcium right from the seed stage. This allows consumers to get these vital nutrients simply by incorporating Better Nutrition’s biofortified staples like atta, rice, bajra, ragi, and makka into their daily meals.

Empowering Farmers, Improving Lives

Greenday goes beyond providing nutritious food. The company actively works with farmers, providing them with education, resources, and incentives to cultivate these nutrient-dense crops. They currently operate a network of around 75 agri-input stores and procurement centers across the country under their “Greenday Kisan Ki Dukan” brand, further supporting the farming community.

Sindhu’s Multifaceted Endorsements

PV Sindhu’s partnership with Better Nutrition adds to her impressive portfolio of brand endorsements, which includes Spinny, Bank of Baroda, Asian Paints, and Bridgestone India. This collaboration leverages her influence to promote healthier food choices and empower Indian consumers to make a positive impact on their well-being.


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