Indian badminton star PV Sindhu has made a strategic investment in Greenday’s ‘Better Nutrition’ brand and has taken on the role of brand ambassador for the direct-to-consumer (D2C) company. This partnership is geared towards addressing micronutrient deficiencies in India by leveraging innovative biofortified foods, a move aimed at improving consumer health and enhancing farmer livelihoods.
Founded by Prateek Rastogi and Aishwarya Bhatnagar, Greenday is dedicated to enhancing the nutritional value of staple crops. This initiative allows consumers to obtain essential vitamins and minerals through their daily meals. The company collaborates closely with farmers, providing education, empowerment, and incentives to grow nutrient-rich crop varieties.
Greenday operates approximately 75 agri-input stores and procurement centres nationwide under its ‘Kisan ki Dukan’ brand. Its FMCG brand, ‘Better Nutrition,’ employs biofortification, a revolutionary process that enriches crops with vital nutrients from the seed stage. The product line includes biofortified Atta, Rice, Bajra, Ragi, and Makka, which are enriched with essential minerals and vitamins such as Zinc, Iron, Protein, Pro-Vitamin A, and Calcium.
In addition to her role with Greenday, PV Sindhu endorses several other prominent brands, including Spinny, Bank of Baroda, Asian Paints, and Bridgestone India. Her involvement with ‘Better Nutrition’ underscores her commitment to promoting health and well-being in India, aligning with Greenday’s mission to provide nutritionally superior food options and support the agricultural community.
