Indian badminton star PV Sindhu, a two-time Olympic medallist and World Champion, has invested in Greenday’s ‘Better Nutrition’ brand. While the financial details of her investment have not been disclosed, Sindhu will also serve as the startup’s brand ambassador. This partnership aims to address micronutrient deficiencies in India through innovative biofortified foods, thereby improving consumer health and farmer livelihoods.
About Greenday
Greenday was founded by IIM Ahmedabad alumni Prateek Rastogi and Aishwarya Bhatnagar. The company focuses on increasing the nutritional value of staple crops. Greenday works with farmers to educate, empower, and incentivize them to grow crops enriched with essential micronutrients like Iron, Zinc, Pro-Vitamin A, Calcium, and Protein.
Raising Awareness
The collaboration with PV Sindhu aims to raise awareness about the importance of nutrition-dense staples and make them affordable and accessible across India. Greenday’s mission is to improve health through better nutrition while enhancing the livelihoods of farmers who are vital to their supply chain. The company uses biofortification, a method that enhances the nutritional value of crops from the seed stage.
Prateek Rastogi, Founder and CEO of Greenday, stated, “Nutrition deficiency in India is a pressing concern, with more than 50% of the population suffering from deficiencies in essential nutrients like zinc, iron, and protein. At Greenday, we are working to alleviate these problems by promoting nutrition-dense farming practices and making biofortified foods accessible and affordable.”
Current Operations
Greenday currently operates about 75 agri-input stores and procurement centers across India under the brand name ‘Kisan ki Dukan’. Their product range includes biofortified Atta, Rice, Bajra, Ragi, and Makka, all enriched with essential minerals and vitamins. These biofortified crops address the ongoing decline in nutrient content in staple crops over the past decades.
Rastogi mentioned, “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, with Greenday at the forefront of this growth.”
PV Sindhu’s Views
Expressing her excitement about the partnership, 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 make nutrition-dense food accessible to everyone in India, while also educating and supporting the farmers who are integral to this initiative, is truly commendable. I believe in Better Nutrition and in the vision of the company, which is why I chose to become their brand ambassador.”
With Sindhu’s support, Greenday aims to make a significant impact on improving nutrition and supporting farmers in India.
