Bussiness Ideas

At Greenday and Better Nutrition, we are on a mission to revolutionize the way India consumes food. In a country where over 70% of people suffer from micronutrient deficiencies, we are addressing the root cause—our staple grains. Instead of relying on artificial fortification or supplements, we focus on biofortification, an innovative method of enhancing the nutrient profile of crops at the seed level. Our journey started with Greenday, working directly with farmers to cultivate high-zinc, high-iron, and high-protein crops. Seeing the impact at the source, we knew we had to bridge the gap between farm and consumer. That’s how Better Nutrition was born—bringing biofortified atta, rice, and other staples to Indian households, ensuring people get the nutrition they need through their daily meals. With PV Sindhu, MasterChef Pankaj Bhadouria, and support from Shark Tank India’s Namita Thapar, our movement is gaining momentum. We are already available on Blinkit, Swiggy Instamart, BigBasket, and Zepto, and scaling rapidly in the D2C space. This is more than a business; it’s a national movement for better health. We envision a future where every meal nourishes, every farmer prospers, and every Indian thrives. 2?? Incentivizing Farmers for Nutrition, Not Just Yield Agriculture has always been incentivized for high yield, not high nutrition. We flip this model by ensuring that farmers growing biofortified crops earn a premium price. This not only increases farmer incomes but also shifts the industry toward nutrient-dense farming, making better nutrition scalable. 3?? Quick Commerce & D2C: Bypassing the Middlemen We directly reach consumers through Blinkit, Swiggy Instamart, BigBasket, and Zepto, ensuring that fresh, high-nutrition staples reach urban households faster and fresher. This removes inefficiencies, reduces costs, and allows us to own the relationship with the consumer—a major shift from traditional FMCG models. 4?? Building a New Category: Biofortified Staples Consumers already understand organic and multigrain, but biofortified is a new category. We are educating the market, building trust with brand ambassadors like PV Sindhu and MasterChef Pankaj Bhadouria, and creating demand for high-nutrition staples—a space no other brand has owned before. 5?? Sustainable Growth through First-Mover Advantage With ICAR-backed research and our exclusive supply chain, we are the first and only brand scaling biofortified foods in India. This gives us a strong competitive moat, ensuring that Better Nutrition remains the category leader.

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Startup Teams

• 1 Prateek Rastogi (Founder)

Incubation Details

Not Incubated