PV Sindhu Invests in and Becomes Brand Ambassador for Greenday's 'Better Nutrition'
In a significant move, PV Sindhu, the two-time Olympic medallist and World Champion in badminton, has invested in Greenday’s ‘Better Nutrition’ brand. Sindhu has also joined the startup as its brand ambassador, further solidifying her commitment to the cause of tackling micronutrient deficiencies in India.
This collaboration aims to address the pressing issue of micronutrient deficiencies in India through innovative biofortified foods. By promoting these nutrient-dense staples, the partnership seeks to improve consumer health while simultaneously enhancing the livelihoods of farmers involved in the supply chain.
Greenday, founded by IIM Ahmedabad alumni Prateek Rastogi and Aishwarya Bhatnagar, is at the forefront of efforts to increase the nutritional value of staple crops. The company works closely with farmers, educating, empowering, and incentivizing them to grow crop varieties enriched with essential micronutrients like Iron, Zinc, Pro-Vitamin A, Calcium, and Protein.
Greenday’s ‘Better Nutrition’ brand utilizes biofortification, a method that enhances the nutritional value of crops from the seed stage. This innovative approach aims to address the ongoing decline in nutrient content in staple crops over the past decades.
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 extends beyond improving health through better nutrition; it also aims to enhance the livelihoods of farmers who play a crucial role in their supply chain.
Greenday currently operates about 75 agri-input stores and procurement centres across India under the brand name ‘Kisan ki Dukan’. The ‘Better Nutrition’ product range includes biofortified Atta, Rice, Bajra, Ragi, and Makka, all enriched with essential minerals and vitamins.
Prateek Rastogi, Founder and CEO of Greenday, highlighted the company’s ambitious plans, stating, “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.”
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.”
With a shared vision of a healthier and more nourished India, this partnership between PV Sindhu and Greenday’s ‘Better Nutrition’ holds immense potential to drive positive change and address the pressing issue of micronutrient deficiencies in the country.
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