Greenday’s Investor Face, PV Sindhu

Lucknow’s Agritech Startup and PV Sindhu to better health

• In 2017, Prateek Rastogi and Aishwarya Bhatnagar founded Greenday with a focus to infuse nutrients in everyday meals by increasing the nutrient quotient of crops.
• The Badminton World Champion, PV Sindhu collaborated with Greenday to tackle the serious concern of micronutrient deficiencies and consciously work towards better health and livelihoods.
• The fresh capital will be used to expand its NutriFarms project, inflate the distribution network across multiple crops and essentially nourish its biofortification technology.
• It collaborates with 15,000 farmers currently and plans to scale up operations significantly.
• Prior to this, in 2022, Greenday raised an undisclosed amount of funding from IIMA Ventures (formerly known as CIIE), a startup incubator established in IIM-Ahmedabad, along with a clutch of angel investors.
• Operating around 75 Agri-input stores and procurement centers across India under the brand ‘Kisan ki Dukan’ Greenday incentivizes farmers to grow nutrition dense crops enriched with Vitamin D, Iron, Zinc and Vitamin A.
• 'Better Nutrition', uses 'Biofortification,' a transformative method that enhances the nutritional value of crops from the seed stage, turning them into powerhouses of essential vitamins and minerals. The product range includes biofortified atta, rice, bajra, ragi, and makka, all enriched with minerals and vitamins such as zinc, iron, protein, pro-vitamin A, and calcium, which promote holistic human growth and development.
• Prateek Rastogi, the Founder remains steadfast that Greenday will be at the forefront of the nutrition dense farming and staples market slated to stand at about INR 2000 crore by 2030.

Highest-paid woman athlete powering economy too!

• Inspired by her father who played Volley ball, PV Sindhu started playing badminton at 8 years.
• Sindhu has been a health champion not only because of badminton, also that she believes in nutrition to be infused internally. She had quit on sugar consumption before the Olympics and her everyday meal is packed with high protein breakfast, grilled chicken while her go to snack is a banana.
• Sindhu went on to become the first Indian woman to win an Olympic silver medal and been the recipient of India’s fourth highest civilian honor, Padmashri. The award corner in her house gets to host the Arjuna Award, and the Rajiv Gandhi Khel Ratna among others.

Editor’s Note

India’s Agritech market might be standing at USD 25 billion by 2030. The country is blessed with vast Argo ecological diversity and the emerging Agritech startups is about to ride the next revolution. Brands like Greenday will be one of the forerunners in this space.