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Two-time Olympic medallist and Indian badminton star PV Sindhu has invested in Green Day’s ‘Better Nutrition’ brand and become the brand ambassador for the D2C brand.
According to an official statement, the collaboration aims to combat micronutrient deficiencies in India through innovative biofortified foods, improving consumer health and farmers’ livelihoods.
“By adding Sindhu to our team, we aim to raise awareness about the importance of nutritious staple foods and make them affordable and available to everyone across the country, while improving the livelihoods of farmers and their families, who are an integral part of our supply chain,” said Prateek Rastogi, founder and CEO of Green Day.
Founded in 2017 by Prateek Rastogi and Aishwarya Bhatnagar, agritech startup GreenDay enhances the nutritional value of staple crops, helping consumers get essential vitamins and minerals through their daily diet.
Its FMCG brand Better Nutrition aims to enhance the nutritional value of crops right from the seed stage using bio-fortification techniques.The company’s product line includes bio-fortified ragi, rice, atta, bajra and makkah that are enriched with calcium, zinc, iron, protein and provitamin A.
“I believe in Better Nutrition and its vision, which is why I chose to become the company’s brand ambassador,” Sindhu said.
Lucknow-based Green Day currently operates around 75 agri-supply stores and procurement centres across the country under the Green Day ‘Kisan Ki Dukan’ brand.
“Currently, we have partnered with 15,000 farmers and have plans to expand significantly. Our aim is to expand across different regions and crops. Our revenue has already crossed Rs 100 crore and we estimate that the nutritious agriculture and staples market will grow to around Rs 2,000 crore by 2030 and Green Day will be at the forefront of this growth,” Rastogi added.
Additionally, PV Sindhu is also an endorser of brands like Asian Paints, Bridgestone India, Bank of Baroda and Spinny.
