The two-time Olympic medallist and world champion shuttler, PV Sindhu has partnered with Greenday’s Better Nutrition in a dual role as an investor and brand ambassador.
This collaboration has signified a commitment to tackling micronutrient deficiencies in India through innovative biofortified food products.
Commenting on the partnership, Prateek Rastogi, Founder and CEO of Greenday, said, “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. Recent studies have also highlighted a continuous drop in the nutrient content of staple crops like wheat and rice over the past 50 years. At Greenday, we are working to help alleviate these problems by promoting nutrition-dense farming practices and making biofortified foods accessible and affordable. We are thrilled and proud to have Ms. PV Sindhu’s support in this phase of our journey and our mission. Her endorsement and trust are validation of our efforts and goals. 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.
“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 enthusiasm for the partnership, PV Sindhu, said, “I’m 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.”
Ravinder Grover, Global Business Manager at Harvest Plus Solutions, stated, “We are proud to support Greenday’s biofortification efforts. Their smart approach tackles key issues in the value chain, making a real difference in fighting micronutrient deficiencies and boosting food security.”
Sindhu, known for her exceptional athletic prowess on the badminton court, joins forces with Greenday, a company dedicated to enhancing the nutritional value of crops through biofortification. The brand’s “Better Nutrition” line features staples like wheat flour, rice, and millet varieties enriched with essential vitamins and minerals such as zinc, iron, protein, and calcium.
Greenday, which also operates under the brand name “Kisan ki Dukan,” maintains a network of agri-input stores and procurement centres across the country.