By Inc42 Media
Greenday’s ‘Better Nutrition’ brand has brought in MasterChef Pankaj Bhadouria as an investor and culinary advisor
Bhadouria will lead new product development, focusing on creating innovative biofortified food products
This partnership follows PV Sindhu’s recent investment in the brand.
Agritech startup Greenday’s FMCG brand Better Nutrition has roped in MasterChef Pankaj Bhadouria as an investor and culinary advisor. This comes only a month after the company secured an investment from PV Sindhu.
While the Lucknow-based company did not disclose the funding amount but said in a statement that it aims to leverage Bhadouria’s culinary expertise to develop innovative biofortified food products catering to health-conscious consumers.
“This collaboration aligns perfectly with my passion for promoting healthy eating habits. Together, we aim to develop products that not only enhance nutrition but also delight the palate,” Bhadouria said.
Founded by Rastogi and Aishwarya Bhatnagar in 2017, Greenday incentivises farmers to grow nutrition-dense crops enriched with essential micronutrients such as Iron, Zinc, Vitamin A, and Vitamin D.
Rastogi said, “Having MasterChef Pankaj Bhadouria on board is a significant milestone for Greenday. His culinary expertise and commitment to healthy living will be invaluable as we continue to develop and promote our range of biofortified products.”
Greenday’s operations span across India, with its ‘Kisan Ki Dukan’ network serving as both agri-input stores and procurement centres. The company’s FMCG arm, Better Nutrition, focuses on biofortified products, including staples like atta, rice, and millets.
To expand its reach, Greenday is adopting an omnichannel approach. This strategy will make its nutrient-enriched offerings more accessible to consumers through both digital and physical retail channels.
(The story will be updated soon)