Funding Alerts
- byStartup Stories | June 3, 2024
Indian badminton star and two-time Olympic medalist PV Sindhu has announced her investment in Green Day’s Better Nutrition brand and her new role as brand ambassador. The collaboration aims to address micronutrient deficiencies in India through biofortified foods, improving public health and farmer livelihoods.
Greenday is committed to enriching staple crops with essential vitamins and minerals such as Iron, Zinc, Pro-Vitamin A, Calcium and Protein to enhance the nutritional value of everyday meals. In partnership with Harvest Plus Solutions, Greenday’s Nutrifarms initiative helps farmers produce nutrient-rich crops such as fortified atta and rice. These efforts not only promote better health but also provide farmers with premium prices for their fortified produce.
Prateek Rastogi, founder and CEO of Green Day, emphasised the urgency of the mission: “Maturity is a major issue in India, with over 50% of the population lacking essential nutrients. Research shows that over the last 50 years, the nutritional content of staple foods like wheat and rice has declined. Green Day is tackling this issue by promoting nutritious agriculture and making bio-fortified foods affordable and accessible. PV Sindhu’s support is a validation of our mission. Together, we aim to raise awareness about nutritious staple foods and improve the livelihoods of farmers.”
PV Sindhu expressed her enthusiasm about the collaboration: “We are deeply grateful for the dedication and innovation behind Better Nutrition products, which will enhance our health and educate and support the farmers who are essential to this effort.”
Lauding the sustainable approach, Ravinder Grover, Global Business Manager, HarvestPlus Solutions, said, “Biofortification sustainably increases the nutritional value of crops. There is a huge need for fortified foods in India with millions of people at risk of nutritional deficiencies. The adoption of biofortified crops is growing, delivering significant benefits to farmers. PV Sindhu’s endorsement will help eradicate micronutrient deficiencies, improve food security and expand the market for fortified foods in India.”
This partnership marks an important step towards leveraging Sindhu’s influence to promote health and sustainability, improving nutritional security and farmer welfare in India.
