“We aim to collaborate with government nutrition programmes and explore international markets to further our impact”

Following the recent milestone where Shark Tank-funded and PV Sindhu-backed Better Nutrition secured Rs 10 crore in funding from top-tier investors across Google, Meta, and more, NUFFOODS Spectrum took an opportunity to speak with Prateek Rastogi, Co-founder and CEO, Better Nutrition, to dive deeper into the brand’s vision, journey, and future roadmap. In this exclusive interaction, Rastogi shares insights on how the brand is revolutionising smart nutrition in India, the impact of celebrity and investor backing, and what this funding round means for the company’s mission to make evidence-based, science-backed nutrition accessible to every household.

How is the recent investment being used to develop new products? What are the objectives to be achieved in 2025 and beyond?

Better Nutrition has secured Rs 10 crore in funding backed by renowned investors including Namita Thapar, Shantanu Deshpande, Olympic champion PV Sindhu, and MasterChef Pankaj Bhadouria. This round also saw participation from industry leaders at Google, Meta, and Shiprocket via Aclr8.vc. With this, the total funding raised so far stands at approximately Rs 13 crore, which includes a Rs 3 crore seed round raised earlier by parent company Greenday Farmer Solutions.

The recent funding is being deployed across four key areas: expanding product offerings beyond staples into ready-to-cook meals, nutrient-rich snacks, pulses, and oils; strengthening distribution across D2C, quick-commerce, and offline retail; scaling farmer training programmes and sustainable sourcing initiatives; and investing in R&D and national consumer awareness campaigns. Our objective for 2025 and beyond is to establish Better Nutrition as a Rs 1000 crore brand by FY29, extend our

reach across urban and rural India, and scale our proprietary TriNutriMax technology to new crop categories. We also aim to collaborate with government nutrition programmes and explore international markets to further our impact.

What are the major challenges related to micronutrient deficiencies in India? How are you addressing those?

India faces the challenge of micronutrient deficiencies – often referred to as ‘hidden hunger’ due to the widespread consumption of calorie-rich but nutrient-poor staple foods. Key challenges include low awareness among consumers, limited access to nutritious grains in rural areas, and dependence on synthetic fortification methods. Better Nutrition addresses these through agronomic biofortification, a sustainable and natural approach that enhances grains at the seed and soil level. Our

TriNutriMax process uses AI-driven nutrient scheduling, beneficial microbes, and controlled-release fertilisers to naturally increase the iron, zinc, iodine, selenium, and protein content in crops. Additionally, we’re investing in consumer education and Nutri-Scan technology to ensure transparency and informed choices.

How are you deploying new technologies to develop your products/solutions?

We’re combining deep agronomic research with AI-driven models to build solutions that go beyond product formulation—we’re tackling the problem at the seed and soil level. Our most significant development is a patent-pending AI-modelled, controlled-release, microbe-powered nutrient system designed to enhance zinc, iron, and selenium uptake in grains while rebuilding soil health. This system uses data from 5+years of field trials and agronomic inputs to precisely deliver nutrients based on soil type, crop stage, and geography. It is being scaled alongside our biofortified staples like atta, rice, and millet. By embedding deeptech into agriculture itself, we’re not just making fortified food—we are changing how it is grown.

How much revenue has been generated in FY24-25? How much growth are you expecting this fiscal?

Following our Shark Tank appearance and omnichannel expansion, Better Nutrition recorded a 5X increase in revenue in FY24-25, along with a 10X rise in website traffic and over 25,000 fulfilled orders. While the exact revenue numbers remain confidential, our healthy gross margins exceeding 30 per cent reflect our strong unit economics.

Are you planning any collaborations with the government or industry players to strengthen your presence in the market?

We are actively engaging with government nutrition programmes to integrate biofortified foods into public health initiatives. On the industry front, we continue to strengthen R&D partnerships with institutions like IARI, CIMMYT, BISA, and IIWBR to advance biofortification science. We’re also building industry alliances to boost farmer income through sustainable sourcing and to expand market reach via logistics and retail networks.

How is your vision unique or different from other players already established in the Indian market, working towards biofortification and micronutrient deficiencies?

Most players in the space are either working on synthetic fortification post-harvest or on single-nutrient focused interventions. Our approach is fundamentally different: We focus on biofortification at the agronomy level, making the crops nutritionally dense as they grow.

We are working on stacked traits, combining multiple nutritional goals (iron, zinc, protein) along with other consumer-first traits like low glycaemic index, pesticide-free cultivation, and minimal processing. Our long-term moat is built around patented tech and farmer partnerships, not just brand or packaging.

What are your views on sustainable business practices as an environmental responsibility?

Sustainability is not just a value for us, it’s built into our operations. The biofortification model improves soil health, reduces chemical fertilizer dependency, and promotes resource efficiency at the farm level. We also train 20,000+ farmers on sustainable agricultural practices and support them with seed buyback programmes and technical guidance. By enhancing nutrient content naturally and retaining crop biodiversity, we’re offering an environmentally responsible alternative to synthetic food fortification.

Vrushti Kothari

(vrushti.kothari@mmactiv.com)