Indian badminton player PV Sindhu has bought an undisclosed equity stake in Greenday’s biofortified staples brand called Better Nutrition. This particular strategy encapsulates the vision and mission of Sindhu on the nutrition and welfare of farmers in the country.
Biofortification Revolution
Biofortification is one of the strategies that seek to enhance crops by enhancing the concentration of pro-vitamins in crops. The goal is to achieve a high-quality protein that people can incorporate into their diets through their meals in their everyday activities. Greenday is among the pioneers in this revolution having been started in 2017.
Approach for Better Nutrition
Better Nutrition is already involved with biofortified crops including wheat, rice, pearl millet, finger millet, and maize. Some of these crops are rich in micronutrient compounds such as iron, zinc, pro-vitamin A, calcium, and protein. Through working with roughly 15,000 farmers, Greenday motivates and rewards them to grow nutrient-packed breeds.
Investment by PV Sindhu
PV Sindhu bought Better Nutrition as part of the Rs 4 crore round of funding with other Angels. It also needs to bring an additional Rs 4 crore and then it will look at a venture capital round of $3 million. This capital infusion was useful for the brand’s development and proliferation.
The effect of Better Nutrition is magnified when PV Sindhu invests in it. This is because as a renowned athlete, her endorsement creates awareness of the necessity to embrace healthy nutrition. Sindhu’s connection to the brand helps people to pay attention to health and contribute to the development of environmentally friendly products.
Greenday’s Mission
PV Sindhu’s vision reflects Greenday’s mission based on providing everyone in India with affordable and nutritional staples. To this end, PV Sindhu will invest her resources in Better Nutrition to educate people on the benefits of proper nutrition while empowering farmers and their families.
Future Prospects
Currently earning annual revenue of over Rs 10 crore, Greenday experiences a significant increase in the nutrition-dense farming and staples segment. It is anticipated that this market will reach approximately Rs 2,000 crore by the year 2030. With its superior goods, Better Nutrition intends to be part of this change process.
Greenday Empowering Farmers
Greenday works with roughly 15,000 farmers to grow more nutritious strains. Better Nutrition empowers farmers economically and environmentally by embracing biofortification. It fosters conservation agriculture and provides multiple streams of income in rural areas.
Conclusion
PV Sindhu’s investment also complements her partnership with Greenday besides showing her commitment to health, nutritional, and soil health solutions. PV Sindhu, as the Better Nutrition brand ambassador, will significantly impact the company’s growth.
Image Source: BW DISRUPT
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