Greenday, an agritech startup, has announced badminton player PV Sindhu as an investor and brand ambassador for its FMCG brand Better Nutrition. Founded in 2017 by Prateek Rastogi and Aishwarya Bhatnagar, Greenday incentivizes farmers to cultivate nutrition-dense crops high in essential micronutrients such as iron, zinc, vitamin A, and vitamin D.
With the new funding, Greenday aims to expand its NutriFarms initiative and enhance its biofortification technology. The Lucknow-based company also plans to bolster its distribution network and broaden its presence across various crops. Earlier in 2022, Greenday secured funding from IIMA Ventures and a group of angel investors. The company endeavors to combat vitamin deficiencies in India through biofortification, a mission underscored by its collaboration with Sindhu.
Greenday currently operates approximately 75 agri-input outlets and procurement centers nationwide under the Greenday ‘Kisan Ki Dukan Brand’. Its FMCG brand Better Nutrition utilizes biofortification to enhance crop nutritional content from the seed stage, offering a diverse range of products including biofortified Atta, Rice, Bajra, Ragi, and Makka.
Prateek Rastogi expressed the company’s ambitious goals, stating, “We currently collaborate with 15,000 farmers and want to dramatically expand our activities. Our goal is to expand across multiple locations and crops. With our revenue currently above INR 10 crore, we expect the nutrition-dense farming and staples sector to grow to around INR 2000 crore by 2030, with Greenday at the forefront of this expansion.”
Greenday not only provides biofortified seeds to farmers but also purchases produce directly from them at a premium price. The company has forged partnerships with FMCG brands, mill owners, and government agencies to establish a supply chain for advanced biofortified agricultural produce.
Greenday competes with companies like Bengaluru-based Agrizy and Gurgaon-based Agrowave. With PV Sindhu’s endorsement and investment, Greenday is poised to accelerate its mission of promoting nutrition-dense farming and addressing vitamin deficiencies in India.