PV Sindhu invests in Rs.4-Cr angel round for biofortified staples brand Better Nutrition

Badminton player PV Sindhu has invested in Lucknow-based Better Nutrition , a biofortified staples brand. Sindhu’s investment is part of an INR 4 crore round including other angel investors.Launched by Greenday, that offers agri-input services such as biofortified seeds, fertilisers and agronomic practice, Better Nutrition had raised INR 3.2 crore in 2022 from investors led by IIMA Ventures (formerly CIIE.CO).Founded in 2017 by Prateek Rastogi, an IIM-Ahmedabad alumnus, Greenday works with farmers, educating and incentivising them to cultivate nutrient-dense crop varieties. These biofortified crops are enriched with micronutrients such as iron, zinc, pro-vitamin A, calcium and protein. The startup operates about 75 agri-input stores and procurement centres across the country under its Greenday 'kisan ki dukan' brand. Better Nutrition’s product range includes biofortified wheat, rice, pearl millet, finger millet and maize. Currently, the company partners with 15,000 farmers and has plans to scale up operations. The company's revenue is already surpassing INR 10 crore.