Better Nutrition, the biofortified food brand under the parent company Greenday, has successfully secured Rs 10 crore in a seed funding round. The company attracted backing from a mix of family offices, high-net-worth individuals (HNIs), and renowned angel investors. Notable names in this round include Namita Thapar, Shantanu Deshpande, PV Sindhu, Aclr8.vc, Apurva Chamaria, Karan Jindal, and Akshay Ghulati. Almost 30% of the total capital came from the brand’s existing investors, reflecting strong confidence in Better Nutrition’s mission and execution.
Founded in 2023 by Prateek Rastogi and Aishwarya Bhatnagar, Better Nutrition aims to tackle India’s persistent nutrition crisis by providing naturally enriched, biofortified foods. The company produces grains fortified with essential nutrients such as zinc, iron, calcium, and protein — all achieved through sustainable agricultural practices rather than artificial enhancements. The startup operates from Lucknow and collaborates with more than 15,000 farmers across the country.
A Mission to Nourish India
The idea behind Better Nutrition roots itself in a simple but powerful belief: healthy eating should not require a complete dietary overhaul. The founders designed their product line to integrate seamlessly into the daily diets of Indian families. They enrich staples like wheat, rice, and millets with essential micronutrients that the Indian population commonly lacks. These biofortified grains support better immunity, energy levels, and overall health.
The company’s product strategy prioritizes accessibility. Better Nutrition works closely with rural communities and supports over 1,000 rural micro-entrepreneurs who assist with last-mile distribution and awareness. Through this approach, the brand not only delivers nutritional benefits but also drives rural employment and empowerment.
Where the Funds Will Go
The freshly raised Rs 10 crore will power the next phase of growth for Better Nutrition. The company will use the funds to:
- Expand its biofortified product line: The founders plan to introduce pulses, oilseeds, and processed foods made from their nutrient-dense, pesticide-free grains. Each product will retain its natural low-glycemic index (GI) and high nutritional value.
- Boost distribution channels: Better Nutrition will strengthen its presence across quick commerce platforms like Zepto, Blinkit, Swiggy Instamart, and BigBasket. It will also increase reach through offline retail stores and direct-to-consumer (D2C) channels via its own website and partner marketplaces.
- Scale farmer training and sourcing initiatives: The company will invest in educating more farmers in sustainable, biofortified farming techniques. These programs focus on improving yield quality while maintaining ecological balance.
- Enhance research and development (R&D): A significant portion of the funds will support the development of next-generation biofortified foods and better agritech tools to monitor nutritional outputs at the crop level.
The Backers and What They See
This round includes investment from influential personalities across business, sports, and venture capital. Namita Thapar, executive director of Emcure Pharmaceuticals and a prominent Shark Tank India investor, brought both capital and strategic insight. Shantanu Deshpande, founder of Bombay Shaving Company, also backed the startup, adding value with his consumer brand expertise.
Olympic medalist PV Sindhu, who already supports brands like Spinny, Bridgestone India, Bank of Baroda, and Asian Paints, joined the investor list too. Her involvement not only amplifies brand trust but also reflects the increasing crossover between sports and health-focused ventures.
Existing investors reaffirmed their belief by contributing nearly a third of the total capital. This follow-on investment signals consistent growth and future potential.
Momentum Built on Execution
Since its inception, Better Nutrition has executed its vision with focus and agility. The company saw 3X growth in both revenue and valuation within a year. It gained national attention after appearing on Shark Tank India, where it won interest and saw a 5X jump in revenue post-telecast. Website traffic surged 10X, and the brand completed over 25,000 orders. With growing demand, Better Nutrition rapidly integrated into India’s top quick commerce networks.
These milestones demonstrate not just consumer interest but a scalable model that balances profit with purpose. The leadership team continues to prioritize operational excellence while remaining rooted in its mission to nourish India — one grain at a time.
Greenday’s Role in the Vision
Greenday, the parent entity of Better Nutrition, laid the groundwork for this success. In 2022, Greenday raised Rs 3.1 crore in a round led by IIM Ahmedabad Ventures. That funding allowed the company to build its initial farmer networks, establish quality protocols for biofortified grains, and test its early D2C models. With a stronger capital base now, Greenday can scale Better Nutrition further while also exploring adjacent innovations in sustainable agriculture.
What’s Next?
Looking ahead, Better Nutrition aims to deepen its reach across urban and rural markets. The company plans to introduce ready-to-cook and ready-to-eat food items, all developed using its proprietary biofortified raw materials. These products will appeal to health-conscious, convenience-seeking consumers — a growing segment in both metros and Tier 2/3 cities.
The team also plans to pilot AI-driven crop monitoring tools that ensure consistent nutrient output. With every bag of grain, Better Nutrition wants to guarantee not just food, but a dose of health — measured, validated, and trusted.
A Brand for the Future
Better Nutrition doesn’t just sell grains — it promotes a vision of wellness grounded in simplicity, science, and sustainability. The company avoids gimmicks and focuses instead on quality, transparency, and collaboration with farmers. By embedding nutrition into daily staples, it allows consumers to make better choices without changing their lifestyles.
In a market crowded with health fads and synthetic supplements, Better Nutrition offers a refreshing alternative: real food, naturally better. The new funding and the credibility of its investors set the stage for a bold, nutrition-first transformation in India’s food landscape.
As Better Nutrition scales operations, adds products, and reaches more families, it continues to ask — what if the answer to better health was already on our plates?