Two-time Olympic medalist and world champion shuttler PV Sindhu has announced her investment in and brand ambassadorship with Greenday’s ‘Better Nutrition’ brand. This initiative aims to combat micronutrient deficiencies in India through biofortified foods, targeting both consumer health and farmer prosperity by enhancing the nutritional value of staple crops.
“I am thrilled to collaborate with a brand that is addressing the critical issue of nutrition deficiency in our country,” Sindhu said in a statement. The start-up, however, did not disclose the investment figure.
Founded by Indian Institute of Management Ahmedabad alumni Rastogi and Aishwarya Bhatnagar, Greenday works with farmers to cultivate nutrient-dense crop varieties enriched with micronutrients such as iron, zinc, pro-vitamin A, calcium, and protein.
“Nutrition deficiency in India is a pressing concern, with more than 50 percent of the population suffering from deficiencies in essential nutrients such as zinc, iron, and protein,” said Rastogi, CEO of Greenday.
The startup currently operates around 75 agri-input stores and procurement centres across the country under its Greenday ‘Kisan ki Dukan’ brand. Its FMCG brand ‘Better Nutrition’ offers biofortified atta, rice, bajra, ragi, and makka.
Greenday collaborates with 15,000 farmers and plans significant scaling of its operations. With revenue already surpassing Rs. 10 crores, the company projects the nutrition-dense farming and staples market to grow to about Rs. 2,000 crore by 2030. Greenday partners with industry leaders like Harvest Plus Solutions and Yara Fertilisers to develop advanced biofortified produce.