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PV Sindhu-backed Better Nutrition nets Rs 10 Cr in seed round

EntrackrEntrackr · 4m ago
PV Sindhu-backed Better Nutrition nets Rs 10 Cr in seed round
Medial

Biofortified food brand Better Nutrition has raised Rs 10 crore in a seed funding round from family offices, high-net-worth individuals (HNIs), and angel investors such as Namita Thapar, Shantanu Deshpande, PV Sindhu, Aclr8.vc, Apurva Chamaria, Karan Jindal, and Akshay Ghulati. This round saw reaffirmation from early investors, with nearly 30% of the total funding coming from existing backers. Greenday, the parent company of Better Nutrition, had raised Rs 3.1 crore in 2022 in a round led by IIM Ahmedabad Ventures. The fresh funds will be deployed to expand product offerings in biofortified food categories, strengthen distribution across quick commerce, offline retail, and direct-to-consumer (D2C) channels, scale farmer training programs and sustainable sourcing initiatives, and invest in R&D, Better Nutrition said in a press release. Co-founded in 2023 by Prateek Rastogi and Aishwarya Bhatnagar, Better Nutrition aims to address the nation's nutritional challenges by offering biofortified grains that are naturally enriched with essential nutrients such as zinc, iron, protein, and calcium. The Lucknow-based company collaborates with over 15,000 farmers and, by fostering a growing network of rural micro-entrepreneurs, strives to make nutrient-rich grains accessible to every Indian household, thereby enhancing energy, immunity, and overall health without necessitating significant dietary changes. The company plans to scale its products across pulses, oilseeds, and other foundational crops. Its next line of products will be foods made from its own crops, retaining their nutrient density, low-GI profile, and pesticide-free integrity. Better Nutrition states that it has witnessed a 3X growth in both revenue and valuation. It was also featured on Shark Tank India and achieved a 5X increase in revenue, a 10X surge in website traffic, fulfilled over 25,000 orders, and expanded across major quick commerce platforms, including Blinkit, Zepto, Swiggy Instamart, and BigBasket.

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PV Sindhu invests in Greenday’s Better Nutrition

EntrackrEntrackr · 1y ago
PV Sindhu invests in Greenday’s Better Nutrition
Medial

Indian badminton players PV Sindhu has invested in Greenday’s ‘Better Nutrition’ brand and become brand ambassador of the D2C brand. This collaboration aims to combat micronutrient deficiencies in India through innovative biofortified foods, enhancing both consumer health and farmer livelihoods, the company said in a press release. Founded by Prateek Rastogi and Aishwarya Bhatnagar, Greenday is increasing the nutritional value of staple crops, allowing consumers to access essential vitamins and minerals through their everyday meals. The firm works closely with farmers, educating, empowering, and incentivizing them to cultivate nutrient-dense crop varieties. The startup currently operates about 75 agri-input stores and procurement centres across the country under its Greenday ‘Kisan ki Dukan’ brand. Its FMCG brand ‘Better Nutrition’, uses biofortification, a transformative method that enhances the nutritional value of crops from the seed stage. The product range includes biofortified Atta, Rice, Bajra, Ragi, and Makka, enriched with minerals and vitamins such as Zinc, Iron, Protein, Pro-Vitamin A, and Calcium. PV Sindhu also endorses brands such as Spinny, Bank of Baroda, Asian Paints, and Bridgestone India.

PV Sindhu joins KiranaPro as investor and brand ambassador

EntrackrEntrackr · 5m ago
PV Sindhu joins KiranaPro as investor and brand ambassador
Medial

Quick commerce platform KiranaPro has roped in PV Sindhu, India’s badminton player, as both an investor and brand ambassador. The company didn’t reveal the financial details of the deal but confirmed that Sindhu’s investment is the first commitment in its seed funding round. PV Sindhu’s role will extend beyond just being the face of KiranaPro. According to the company, she will actively contribute to the brand’s vision of bridging the digital divide for small retailers. Her role as the brand’s official ambassador during IPL 2025 will further amplify KiranaPro’s presence on a national scale. Founded by Deepak Ravindran and Dipankar Sarkar, KiranaPro empowers local Kirana stores and supermarkets with its technology. By enabling 10-minute deliveries and providing flexible revenue models, KiranaPro ensures Kirana stores stay competitive in the retail landscape. Recently, KiranaPro acquired Joper.app, a hyperlocal grocery delivery service that connects small Kirana stores with customers, for an undisclosed amount. After this partnership, PV Sindhu will feature in multiple digital and traditional media campaigns, and wear the logo of KiranaPro on her jersey.

PV Sindhu invests in wellness brand Hoop

EntrackrEntrackr · 1y ago
PV Sindhu invests in wellness brand Hoop
Medial

Wellness brand Hoop has secured an undisclosed sum of investment from Olympic medalist PV Sindhu. This looks like an equity against brand promotion as the badminton champion has also joined as an ambassador of Hoop. The Gurgram-based company had previously raised $100,000 back in January 2023 from a grant round. Hoop has been a part of the Peak XV’s Spark Program and is backed by notable angel investors like Rohit Kapoor, Abhinav Sinha, Naiyya Saggi, Suhail Sameer, Shantanu Deshpande, among others. Founded in 2022 by Twinkle Uppal and Saharsh Agarwal, Hoop offers a range of natural products for topical pain relief, muscle recovery, and sleep support. Its relief and recovery products are available on its website as well as on marketplaces. Hoop didn’t disclose numbers such as monthly transactions and revenue but it claims to have customers in more than 1,000 cities in India. In January, Sindhu had invested an undisclosed amount in Better Nutrition, a biofortified staples brand from Greenday. She has invested in more than 12 brands including used car unicorn Spinny and manufacturing company Bridgestone. According to market reports, consumer wellness products are currently a market of approximately $20 billion in India today, rapidly growing at over 15% each year.

Gladful raises Rs 8 Cr led by Eternal Capital

EntrackrEntrackr · 2d ago
Gladful raises Rs 8 Cr led by Eternal Capital
Medial

Protein-focused kids’ nutrition brand Gladful has raised Rs 8 crore in fresh funding led by Eternal Capital, a fund launched by former BharatPe Chief Operating Officer Dhruv Dhanraj Bahl. The round also saw participation from Antler India, Venture Catalysts, and other investors. The new funding comes after its earlier Rs 7 crore seed round in 2023. Founded by siblings Parul and Manu Sharma in 2022, Gladful focuses on clean-label, protein-rich nutrition, offering products like chilla, dosa, and pancake mixes designed for kids. It recently entered the Rs 12,000 Cr kids’ milk mix category with NutraMilk. The brand’s products are claimed to be made with plant-based ingredients, free from refined sugar and additives, and target a quick 10-minute preparation time. The proceeds will be used to expand its team, boost R&D, and strengthen its presence across tier I and tier II cities through digital and quick-commerce platforms. Gladful plans to reach Rs 60 crore in revenue in the next three years, continuing to scale its breakfast and milk mix categories.

FitFeast raises Rs 5.5 Cr from IPV, ropes in Shane Watson and Axar Patel as investors

EntrackrEntrackr · 1m ago
FitFeast raises Rs 5.5 Cr from IPV, ropes in Shane Watson and Axar Patel as investors
Medial

Gurugram-based protein-focused nutrition brand FitFeast has raised Rs 5.5 crore ($642K) in a seed funding round led by Inflection Point Ventures (IPV). The round also included participation from notable investors such as Raghav Singhal (Swasthum Wellness), Santosh Govindaraju, and Aabhas Khanna. The fresh capital will be used to expand FitFeast’s digital presence through D2C, marketplaces, and quick commerce platforms, grow its leadership and marketing capabilities, strengthen distribution in metro and tier-I cities, and launch new products. Founded in 2021 by Aditya Poddar, FitFeast is a nutrition-first brand offering high-protein, flavour-rich snacks like protein chips, Malai Kulfi protein shakes, dessert-inspired bars, and nut butters. Its business model is primarily direct-to-consumer (D2C), supported by availability on platforms like Zepto, Amazon, Flipkart, and others, with deliveries made across 20,000 pin codes in India. The brand has gained significant visibility after being featured on Shark Tank India Season 4, and claims to have already sold over 10 million grams of protein. FitFeast is now backed by cricketing legends Shane Watson and Axar Patel, both of whom have joined as investors and brand ambassadors. With monthly revenues crossing Rs 50 lakh and recent 5x growth in four months, the company is scaling quickly through a combination of flavour innovation, digital presence, and strategic endorsements.

Zerodha’s Rainmatter backs Bosan and TruNativ

EntrackrEntrackr · 11m ago
Zerodha’s Rainmatter backs Bosan and TruNativ
Medial

Zerodha-backed early-stage venture firm Rainmatter has backed water recycling startup Boson Whitewater and nutrition-focused brand TruNativ with Rs 10 crore each in an equity round. Founded in 2011 by Vikas Brahmavar and Gowthaman Desingh, Boson Whitewater makes water softeners, industrial water treatment systems and recently laucnhed Water Recovery Boson Whitewater system with the vision to emerge as the 3rd source of water after municipal water. The startup is working with IT parks, malls, industries and apartment complexes to recover potable water from their STP treated water. Founded by Pranav Malhotra and Mamta Malhotra in 2019, Mumbai-based TruNativ brings transparent, nutritionally balanced, and healthy food alternatives for people who care about nature and health. It sells its products through its website and various other ecommerce portals In February 2022, Bengaluru-based Bosan Whitewater had raised Rs 3.45 crore in a funding round led by IAN (Indian Angel Network) and others whereas TruNativ raised an undisclosed amount in seed funding round in April 2021.

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