Better Nutrition
India, IN · Founded 2023 · 30 employees on LinkedIn · 10 known investors
Better Nutrition produces biofortified staple foods including flours, grains, rice, and pulses for Indian consumers seeking nutritional enhancement in everyday foods. The company specializes in biofortified versions of traditional staples grown through agricultural methods rather than chemical mixing.
Also known as GreenDay · Greenday Farmer Solutions Private Limited
Founders & leadership
Board
Investors · 10
Also in the syndicate · 9
Company profile
researched Aug 2026Better Nutrition is an Indian packaged-food brand that sells biofortified staple foods, positioning itself as India's first biofortified food brand with the claim that nutrition is grown into the grain rather than added afterwards. Its catalogue spans flours and grains (wheat atta, bajra/pearl millet flour, ragi/finger millet flour, broken wheat/daliya), rice and cereals (low-GI rice, brown rice, basmati rice), pulses (arhar/toor dal), and wheat pasta in macaroni and fusilli formats, sold in retail pack sizes from 400 g to 10 kg as well as combo packs, starter packs and multi-month subscription bundles.
The brand is owned and operated by Greenday Farmer Solutions Private Limited (CIN U01100UP2017PTC091833), registered at Eldeco Greens, Rafi Ahmed Kidwai Nagar, Lucknow, Uttar Pradesh, and holding FSSAI licence 12723999000368. It was co-founded by husband-and-wife team Prateek Rastogi (Co-founder and CEO) and Aishwarya Bhatnagar, who met through Shaadi.com. Company statements describe an intent to extend its approach beyond staples into pulses, oilseeds and other foundational crops, and into processed foods made from its own crops, stacking traits such as higher iron, zinc and protein alongside low glycaemic index and pesticide-free sourcing.
Founding story
Co-founders Prateek Rastogi and Aishwarya Bhatnagar, a married couple who met on Shaadi.com, built the company around the premise that crop nutritional density has fallen by 60–70% since the Green Revolution, leaving Indian diets simultaneously undernourished and prone to lifestyle disease. Their response was to make staples such as roti, rice and dal carry more micronutrients through biofortified seed and improved soil rather than through supplements.
Business model
Better Nutrition sells branded packaged staples to consumers, working with a contracted farmer base that grows biofortified crops. Products are offered as single SKUs, combination packs and recurring subscription plans (for example a six-month atta-plus-rice bundle). Stated uses of its 2025 funding include expanding product categories, strengthening distribution across quick commerce, offline retail and direct-to-consumer channels, and scaling farmer training and sustainable sourcing programmes.
Revenue comes from the sale of packaged biofortified staples at consumer price points such as ₹720 for 5 kg wheat atta, ₹1,152 for low-GI rice, ₹108–₹128 per kg for millet flours and ₹198 per kg for arhar dal, plus multi-month subscription bundles priced at ₹3,510.
Traction
The website cites over 15,000 farmers growing biofortified grains, more than 100 rural micro-entrepreneurs, and 75 customer reviews. Earlier coverage of the parent company Greenday reported a turnover of ₹10 crore and 15,000 farmers supported. On Shark Tank India Season 4 (Episode 30) the founders sought ₹60 lakh for 1% equity at a ₹60 crore valuation and closed a deal with Namita Thapar. The company stated an ambition to build a ₹1,000 crore brand by the end of the decade.
Latest developments
In April 2025 Better Nutrition announced a ₹10 crore round from family offices, HNIs and angels, with about 30% of the total coming from existing backers and participation from Aclr8.vc (co-led by Apurva Chamaria of Google and Karan Jindal of Meta), Arjun Vaidya of V3 Ventures, Akshay Ghulati of Shiprocket, Shantanu Deshpande's The BarberShop fund, Namita Thapar and PV Sindhu. Proceeds are earmarked for new biofortified categories, distribution across quick commerce, retail and D2C, farmer training and sourcing, and R&D plus consumer-awareness campaigns. The brand has also added MasterChef Pankaj Bhadouria as an investor.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Better Nutrition markets itself as India's first biofortified food brand and frames its category against synthetic supplements and chemically fortified foods, arguing that crop nutritional value has declined substantially since the Green Revolution. It has attracted a cap table of consumer-sector angels and operator investors, and gained visibility through a nationally televised Shark Tank India appearance.
Nutrition is developed agronomically — through seed selection, soil microbiology and whole-grain milling — rather than by blending in additives, with products described as non-GMO, additive-free and traceable, and mineral claims substantiated by XRF laboratory analysis published for download.
Technology
The company's method combines biofortified seed varieties bred to absorb more zinc, iron and protein, soil treatment using zinc-solubilizing bacteria, farmer training in sustainable practices, and full-grain milling intended to preserve iron and zinc. Batches are tested for more than 20 nutrients and screened for over 10 heavy metals, with mineral content verified by XRF analysis; reports are published on the site alongside a "Nutri Scan" tool. The company also describes applying agricultural science together with AI tools to help farmers grow nutrient-dense crops, and refers to proprietary technology being extended to pulses and oilseeds.
Go-to-market
Direct-to-consumer sales through its own online store with subscriptions and combo packs, supplemented by planned expansion into quick commerce and offline retail. Awareness is built through founder-led media interviews, nutritional transparency content (batch test reports, Nutri Scan), consumer education campaigns, and celebrity and personality investors including badminton player PV Sindhu and MasterChef Pankaj Bhadouria, whose association is used in brand merchandising.
Indian households buying everyday staples, including families concerned with iron, zinc and calcium intake; the company describes urban consumers as more receptive to nutrient-enriched staples and semi-urban and rural markets as the next frontier for scale.
Geography
India, with the operating company registered in Lucknow, Uttar Pradesh, and a farmer network cited at over 15,000 growers plus 100-plus rural micro-entrepreneurs.
History
The operating entity, Greenday Farmer Solutions Private Limited, is registered in Uttar Pradesh under a 2017 incorporation-year CIN. Parent company Greenday raised ₹3.1 crore in 2022 in a round led by IIM Ahmedabad Ventures. In February 2025 the founders appeared on Shark Tank India Season 4 and accepted an offer from Namita Thapar. In April 2025 the company announced a ₹10 crore funding round.
Risks & controversies
The company itself identifies the difficulty of shifting farmer behaviour from yield-focused to nutrition-focused cultivation, requiring education, trust and time, and notes that acceptance beyond urban consumers is necessary for scale. On Shark Tank India, shark Kunal Bahl said he had previously considered investing but declined, stating he remained unconvinced by the strategy. Publicly listed company details are inconsistent on the website, which shows two differing CIN numbers.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsBetter Nutrition announced a Rs 10 crore funding round with participation from Namita Thapar, Shantanu Deshpande (via The BarberShop), PV Sindhu, Aclr8.vc (co-led by Apurva Chamaria of Google and Karan Jindal of Meta), Arjun Vaidya (V3 Ventures) and Akshay Ghulati (Shiprocket). About 30% of the total came from existing backers. Funds are for new biofortified product categories, quick-commerce, offline retail and D2C distribution, farmer training and sourcing, and R&D plus consumer awareness campaigns.
Founders Prateek Rastogi and Aishwarya Bhatnagar appeared on Shark Tank India Season 4, Episode 30, asking Rs 60 lakh for 1% equity at a Rs 60 crore valuation. They accepted Rs 60 lakh from Namita Thapar for 1% equity plus 0.5% royalty until the investment was repaid.
Greenday's FMCG brand brought on MasterChef Pankaj Bhadouria as an investor, per Inc42 coverage referenced on the company site.
Greenday, the parent company of Better Nutrition, raised Rs 3.1 crore in 2022 in a round led by IIM Ahmedabad Ventures.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Better Nutritionbetternutrition.in · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Better Nutrition do?
- Indian brand selling biofortified staples — atta, rice, millets, pulses and pasta — grown with nutrient-dense seeds and soil.
- Who are Better Nutrition's investors?
- Better Nutrition's investors include Hyderabad Angels.
- Where is Better Nutrition headquartered?
- Better Nutrition is headquartered in India, IN.