This initiative focuses on enriching crops with essential micronutrients through biofortification

PV Sindhu, the renowned Indian badminton player and Two-time Olympic medallist, has recently invested in Better Nutrition, a biofortified staples brand under Greenday, according to the reports.

This initiative focuses on enriching food crops with essential micronutrients through biofortification, offering Agri-input services like biofortified seeds, fertilizers, and agronomic practices. Greenday, founded in 2017 by Prateek Rastogi, an IIM-Ahmedabad alumnus, aims to enhance the nutritional value of staple crops.

It was by collaborating with farmers and promoting nutrient-dense crop varieties, that they enriched crops with vital micronutrients such as iron, zinc, pro-vitamin A, calcium, and protein.

The brand Better Nutrition’s product range includes biofortified wheat, rice, pearl millet, finger millet, and maize. While currently available online at a premium of about 160%, the company plans to reduce this premium to 40% over time. With revenue already exceeding Rs 10 crore, they anticipate the nutrition-dense farming and staples market to reach Rs 2,000 crore by 2030.

The World champion shuttler Sindhu’s involvement aims to raise awareness about nutrition-dense staples and make them affordable nationwide while improving farmers’ livelihoods. Greenday operates numerous Agri-input stores and procurement centres across India under its Greenday ‘kisan ki dukan’ brand, partnering with over 15,000 farmers with plans for further expansion.