Olympic medalist PV Sindhu joins forces with Greenday's 'Better Nutrition' as brand ambassador and investor

P V Sindhu, the acclaimed Indian badminton champion and two-time Olympic medalist, has ventured into a new arena outside the sports world. In an exciting announcement on Monday, Sindhu unveiled her collaboration with Greenday's 'Better Nutrition' brand, assuming both the role of brand ambassador and investor.

Greenday's 'Better Nutrition' endeavors to combat widespread micronutrient deficiencies prevailing in India through the promotion of biofortified foods. This strategic partnership with Sindhu aims to not only bolster consumer health but also uplift farmer prosperity by enriching the nutritional content of staple crops.

Expressing her enthusiasm for this novel venture, Sindhu remarked, "I am thrilled to collaborate with a brand that is addressing the critical issue of nutrition deficiency in our country."

While the exact figure of Sindhu's investment remains undisclosed by the startup, Greenday's commitment to its cause is undeniable. Founded by Indian Institute of Management Ahmedabad alumni Rastogi and Aishwarya Bhatnagar, Greenday collaborates closely with farmers to cultivate crop varieties infused with essential micronutrients such as iron, zinc, pro-vitamin A, calcium, and protein.

According to Rastogi, CEO of Greenday, "Nutrition deficiency in India is a pressing concern, with more than 50 per cent of the population suffering from deficiencies in essential nutrients such as zinc, iron, and protein."

Currently, Greenday operates approximately 75 agri-input stores and procurement centers nationwide under its brand 'Greenday Kisan ki Dukan'. Their FMCG brand 'Better Nutrition' offers a range of biofortified staples including atta, rice, bajra, ragi, and makka.

With a network of 15,000 farmers already onboard, Greenday has ambitious plans for expansion. The company foresees substantial growth in the nutrition-dense farming and staples market, projecting it to reach approximately Rs 2,000 crore by 2030, with current revenues already surpassing Rs 10 crore.

Greenday's collaborations with industry leaders such as Harvest Plus Solutions and Yara Fertilisers reflect its commitment to developing advanced biofortified produce, ensuring a sustainable approach towards addressing India's nutrition challenges.

(With inputs from PTI)

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