PV Sindhu Partners with Greenday as Brand Ambassador for 'Better Nutrition’
PV Sindhu Partners with Greenday as Brand Ambassador for 'Better Nutrition’

Indian badminton star and two-time Olympic medallist, PV Sindhu, has announced her investment in Greenday's brand 'Better Nutrition and has joined them as their brand ambassador. This partnership is focused on addressing micronutrient deficiencies in India through the development of biofortified foods, aiming to improve both consumer health and farmer livelihoods.

Founded by IIM Ahmedabad alumni Prateek Rastogi and Aishwarya Bhatnagar, Greenday is committed to enhancing the nutritional value of staple crops, enabling consumers to obtain essential vitamins and minerals from their daily diets. The company collaborates closely with farmers, providing education, empowerment, and incentives to grow nutrient-dense crop varieties. These biofortified crops, enriched with vital micronutrients like Iron, Zinc, Pro-Vitamin A, Calcium, and Protein, support comprehensive human growth and development. Farmers are rewarded with premium prices for their efforts in cultivating these nutrient-rich crops.

Prateek Rastogi, Founder and CEO of Greenday said, "Nutrition deficiency in India is a pressing concern, with more than 50 percent 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."

Expressing her views on the partnership PV Sindhu stated, “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."

Greenday operates approximately 75 agri-input stores and procurement centers nationwide under the 'Greenday Kisan ki Dukan' brand. Its FMCG brand, 'Better Nutrition,' employs 'Biofortification' to boost the nutritional content of crops right from the seed stage, transforming them into rich sources of essential vitamins and minerals. The product lineup includes biofortified Atta, Rice, Bajra, Ragi, and Makka, all enhanced with nutrients such as Zinc, Iron, Protein, Pro-Vitamin A, and Calcium.

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."

Greenday, the agritech arm of Better Nutrition, collaborates with prominent industry leaders such as Harvest Plus Solutions and Yara Fertilisers to create advanced biofortified crops.

 
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