Lucknow-based agritech startup Greenday has announced badminton champion PV Sindhu as both an investor and brand ambassador for its FMCG brand, Better Nutrition.
This strategic collaboration aims to address micronutrient deficiencies in India by offering innovative biofortified foods, thereby enhancing both consumer health and farmer livelihoods.
Better Nutrition enhances the nutritional value of crops from the seed stage, producing a range of biofortified staples including atta, rice, bajra, ragi, and makka enriched with essential minerals and vitamins such as zinc, iron, protein, pro-vitamin A, and calcium.
With PV Sindhu on board, Greenday aims to raise awareness about the importance of nutrition-dense staples, making them affordable and accessible to everyone across the country.
This initiative also focuses on improving the livelihoods of farmers and their families who play a crucial role in the company’s supply chain.
The startup operates around 75 agri-input stores and procurement centres across India under its Greenday ‘Kisan ki Dukan’ brand and currently collaborates with 15,000 farmers.
Greenday plans to significantly scale up its operations to enhance both its reach and impact.
Having surpassed Rs 10 crore in revenue, the company is poised for expansion across various geographies and crop varieties.
Greenday projects the nutrition-dense farming and staples market to grow to approximately Rs 2,000 crore by 2030, with aspirations to lead this growth.
Greenday’s agritech division of Better Nutrition partners with industry players like Harvest Plus Solutions and Yara Fertilisers to develop advanced biofortified produce.
This collaboration underscores the company’s innovative approach to tackling malnutrition and supporting sustainable agriculture. PV Sindhu’s involvement as both an investor and brand ambassador is expected to amplify the impact of Better Nutrition’s mission and accelerate its growth trajectory.
