Indian badminton star PV Sindhu has invested an undisclosed amount in Better Nutrition, a biofortified staples brand by Greenday. This brand offers various agri-input services, including biofortified seeds, fertilizers, and agronomic practices.
What is Biofortification? – Biofortification is a process that enriches crops with essential micronutrients, enhancing the nutritional value of the yield. This method helps improve the quality of food and addresses nutritional deficiencies, making it a key tool in fighting malnutrition.
Founded in 2017 by IIM-Ahmedabad alumnus Prateek Rastogi, Greenday aims to make nutrition affordable and accessible for everyone.
The company seeks to bridge the gap between rural agricultural excellence and urban nutritional needs through biofortification.
Greenday educates and incentivizes farmers to grow nutrient-rich crops, contributing to a healthier population. It works closely with farmers to promote the cultivation of crops enriched with micronutrients like iron, zinc, pro-vitamin A, calcium, and protein.
“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,” Rastogi said.
Sindhu’s investment is part of a Rs 4 crore funding round that includes other angel investors.
The company plans to raise an additional Rs 4 crore and then seek a venture capital round of $3 million to expand further.
In 2022, Greenday raised Rs 3.2 crore from investors led by IIMA Ventures, formerly known as CIIE.CO.
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Greenday operates about 75 agri-input stores and procurement centers across the country under the brand ‘kisan ki dukan.’ Better Nutrition’s product range includes biofortified wheat, rice, pearl millet, finger millet, and maize. Currently, the company partners with 15,000 farmers and plans to expand its operations further.
With Sindhu’s support, Better Nutrition and Greenday are set to make a significant impact on the agricultural and nutritional landscape in India. By promoting biofortified crops and supporting farmers, the company aims to create a healthier, more sustainable future.
