Campaign India Team
Jun 04, 2024

Shuttler PV Sindhu invests in and becomes brand ambassador for Greenday’s ‘Better Nutrition’

With Sindhu on board, the company will try to make nutrition-dense staples more affordable and accessible to everyone, while improving the livelihoods of farmers.

Olympic medallist PV Sindhu (middle) with Greenday’s co-founders Prateek Rastogi and Aishwarya Bhatnagar.
Olympic medallist PV Sindhu (middle) with Greenday’s co-founders Prateek Rastogi and Aishwarya Bhatnagar.

Indian badminton star, two-time Olympic medallist and World Champion PV Sindhu has invested in Greenday's ‘Better Nutrition’ brand. She will also act as the company’s brand ambassadorship in a collaboration that aims to combat micronutrient deficiencies in India through biofortified foods, enhancing both consumer health and farmer livelihoods.

According to Prateek Rastogi, founder and CEO of Greenday, nutrition deficiency is a pressing concern in India, with more than 50% of the population suffering from deficiencies in essential nutrients such as zinc, iron, and protein. He cited various studies that highlighted a continuous drop in the nutrient content of staple crops like wheat and rice over the past 50 years.

“We are working to help alleviate these problems by promoting nutrition-dense farming practices and making bio-fortified foods accessible and affordable. We are thrilled to have Sindhu’s support in this phase of our journey and our mission. Her endorsement and trust are validation of our efforts and goals,” he added.

Expressing her enthusiasm for the partnership, 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 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."

Founded by the Indian Institute of Management Ahmedabad alumnus Rastogi and Aishwarya Bhatnagar, Greenday is focused on increasing the nutritional value of staple crops, allowing consumers to access essential vitamins and minerals through their everyday meals. It works closely with farmers, educating, empowering, and incentivising them to cultivate nutrient-dense crop varieties. Farmers are rewarded with premium prices for their efforts in growing these bio-fortified crops, which are enriched with essential micronutrients such as iron, zinc, pro-Vitamin A, calcium and protein.

Greenday currently operates about 75 agri-input stores and procurement centres across the country under its Greenday 'Kisan ki Dukan' brand. Its FMCG brand 'Better Nutrition' uses the biofortification transformative method to enhance the nutritional value of crops from the seed stage, turning them into powerhouses of essential vitamins and minerals.  

Rastogi continued, "Currently, we are collaborating with 15,000 farmers and plan to scale up our operations significantly. Our goal is to expand across various geographies and crops. With our revenue already surpassing Rs 10 crore, we project the nutrition-dense farming and staples market to grow to about Rs 2000 crores by 2030.”

Source:
Campaign India

Related Articles

Just Published

1 hour ago

Moves and wins roundup: Week of 15 July

The latest appointments and account wins from Adbuffs and more in our weekly news roundup.

3 hours ago

Zaid Al-Qassab is on a mission to change how ‘the ...

The new CEO tells Campaign why the agency group must become a solutions-based business, look beyond traditional advertising, and embrace learnings from markets including Singapore and Sydney.

3 hours ago

17 business leaders react to Trump assassination ...

CEOs rushed to social media to condemn the shooting after staying quiet about politics for most of this election cycle.

1 day ago

Union budget 2024: Ad industry experts share their ...

SOUNDING BOARD: With the Union budget 2024 approaching, Campaign speaks to industry experts about their hopes for increased government support to drive growth and innovation in the advertising and marketing sector.