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PV Sindhu invests in Greenday’s Better Nutrition

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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.