Greenday’s FMCG Brand Ropes In MasterChef Pankaj Bhadouria As Investor

Agritech startup Greenday’s FMCG brand Better Nutrition has roped in MasterChef x 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. Her 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.

The company claims that it has already surpassed INR 10 Cr in revenue and that it works with about 15,000 farmers across India. 

The development comes at a time when homegrown agritech startups are drawing significant amounts of funding from investors. As per Inc42 data, the Indian agritech sector bagged more than $2.4 Bn in funding in 285 deals between 2014 and February 2024.

Earlier this month, Bengaluru-based B2B agritech startup Agrizy raised $9.8 Mn (INR 82 Cr) in a Series A funding round co-led by Accion and Omnivore.

In May, New Delhi-based agritech startup Poshn raised $4 Mn in a mix of equity and debt in its pre-Series A funding round co-led by Prime Venture Partners and Zephyr Peacock India.

Similarly, FarMart bagged INR 24 Cr as part of a funding round from Swiss asset manager ResponsAbility Investments.