PV Sindhu becomes Investor & Brand Ambassador of IIM alumni-led Startup Greenday
A prominent Indian badminton player and a holder of double Olympic medals, PV Sindhu has declared her investment and new role as a brand representative for Greenday’s ‘Better Sustenance’ brand.
This coordinated effort plans to handle micronutrient lacks in India through bio fortified food sources, consequently upgrading both general wellbeing and farmer livelihoods. Greenday is devoted to enhancing staple harvests with fundamental nutrients and minerals, for example, Iron, Zinc, Pro - Vitamin A, Calcium, and Protein, consequently working on the healthy benefit of daily meals.
By banding together with Harvest Plus Solutions, Greenday’s Nutrifarms initiative assists farmers with creating supplement thick harvests like strengthened Atta and rice. These endeavors advance better health and wellbeing as well as present farmers’ premium costs for their improved produce.
Emphasizing on their mission, Prateek Rastogi, the Founder and CEO of Greenday says, “Nutrition deficiency is a major issue in India, with over 50% of the population lacking essential nutrients. Studies show a decline in the nutrient content of staples like wheat and rice over the past 50 years. Greenday addresses this by promoting nutrition-dense farming and making biofortified foods both accessible and affordable. PV Sindhu’s support validates our mission. Together, we aim to raise awareness about nutrition-rich staples and improve farmer livelihoods.”
Articulating her passion as an investor and brand ambassador, PV Sindhu states, “I deeply appreciate the dedication and innovation behind Better Nutrition products. This initiative enhances our health and educates and supports the farmers who are crucial to this effort”.
Similarly, praising the company’s sustainable approach, Ravinder Grover, Global Business Manager, HarvestPlus Solutions shares, “Biofortification enhances the nutritional value of crops sustainably. The need for biofortified foods in India is critical, with millions at risk of deficiencies. The adoption of biofortified crops is growing, benefiting farming households significantly. PV Sindhu’s endorsement will help combat micronutrient deficiencies, boost food security, and grow the bio fortified food market in India.”
