PV Sindhu invests in Greenday, also becomes brand ambassador

Two-time Olympic medallist and world champion shuttler PV Sindhu has announced an investment into Greenday’s “Better Nutrition” brand, which aims to combat micronutrient deficiencies in India through biofortified foods, having also become its brand ambassador.

Sindhu’s partnership with Greenday will target both consumer health and farmer prosperity by enhancing the staple crops’ nutritional value.

Greenday, founded by Indian Institute of Management Ahmedabad alumni Rastogi and Aishwarya Bhatnagar, works with farmers to cultivate nutrient-dense crop varieties. These biofortified crops are enriched with micronutrients such as iron, zinc, provitamin A, calcium, and protein.

The startup currently operates about 75 agri-input stores and procurement centres across the country under its “Kisan ki Dukan” brand. Its FMCG brand “Better Nutrition” offers biofortified atta, rice, bajra, ragi, and makka.

Greenday is also collaborating with 15,000 farmers and plans to scale up operations significantly. With revenue already surpassing ?10 crore, it projects the nutrition-dense farming and staples market to grow to about ?2,000 crore by 2030.

The Lucknow-based start-up also partners with industry leaders like Harvest Plus Solutions and Yara Fertilisers to develop advanced biofortified produce.

Also read: PV Sindhu’s endorsements and investments

Talking about her association with Greenday, PV Sindhu said: 

“I am thrilled to collaborate with a brand that is addressing the critical issue of nutrition deficiency in our country.”

Rastogi Bhatnagar, Chief Executive Officer, Greenday, said: 

“Currently, we are collaborating with 15,000 farmers and have plans to scale up our operations significantly. Our goal is to expand across various geographies and crops. With our revenue already surpassing INR 10 Crores, we project the nutrition-dense farming and staples market to grow to about INR 2000 Crores by 2030, and Greenday to be at the forefront of this growth.”