In an age where health supplements dominate our shelves and nutrition labels are more complex than ever, one crucial fact often goes overlooked: the food we grow today is not as nutritious as it once was. According to Prateek Rastogi, Co-Founder & CEO of Better Nutrition, the nutritional value of crops has declined by 60–70% since the Green Revolution. This startling statistic lies at the heart of his mission — to bring genuine health back to our plates, starting from the soil.
In this exclusive conversation with Indian Startup Times, Prateek discusses the need for nutrient-dense agricultural practices, the power of biofortified seeds, and the importance of consumer education in bridging the gap between malnutrition and modern food habits. With various tools his startup is helping farmers and consumers alike take a smarter, more informed approach to what we grow and what we eat.
A Silent Crisis in Our Soil
“The Green Revolution saved us from hunger — but it also set the stage for a long-term nutritional crisis,” Prateek says, outlining the backdrop for Better Nutrition. The company’s vision stems from a realization: while crop yields have increased over the past decades, their nutritional content has sharply declined. This, combined with growing urban malnutrition and rising overnutrition in the form of lifestyle diseases, has led to a paradox in modern India — people are both undernourished and overweight.
To combat this, Better Nutrition is introducing biofortified seeds that absorb and retain more essential micronutrients like iron, zinc, and protein. “We want our staples — like roti, rice, and dal — to do the heavy lifting of health, not just calories,” Prateek emphasizes.
Tech in the Trenches — From Soil to Software
Central to Better Nutrition’s approach is the fusion of agricultural science and AI. By using these tools ,Better Nutrition is helping farmers to grow crops that are not only bountiful but also nutrient-dense. But technological innovation is only part of the battle.
“The real challenge,” Prateek shares, “Is shifting farmer behavior from yield-oriented cultivation to nutrition-centric farming. This requires education, trust, and time.” He also notes that while urban consumers are increasingly receptive to nutrient-enriched staples, wider acceptance in semi-urban and rural markets will be key to scale.
The Long Game of Consumer Trust
Better Nutrition isn’t just building a product; it’s building a movement. Through partnerships with agricultural research institutions and a growing digital presence, the company is working to replace confusion with clarity in the health and wellness space. Prateek points to the importance of food-based solutions over synthetic supplements. “Nature already gives us what we need. We just need to preserve it better.”
He remains firm on one principle: Health must be earned through habit, not hype. To that end, Better Nutrition is focused on sustainable expansion, consumer awareness campaigns, and further product innovation in biofortified grains and pulses.
Advice to Aspiring Health Tech Founders
Prateek has a clear message for young entrepreneurs in the health tech space: Don’t chase trends — solve real problems. “The market doesn’t need another protein bar unless it truly fills a gap,” he remarks. Instead, he advises founders to listen closely to the consumer, and build education into their business model from day one.
He also underscores the importance of a balanced lifestyle, advocating for a diet rich in whole foods and lean proteins, along with patience in building market awareness. “Health is personal, emotional, and slow-moving. Your business should reflect that.”
Conclusion: A Nutritional Awakening, One Seed at a Time
As India grapples with rising rates of diabetes, heart disease, and nutrient deficiencies, Better Nutrition is quietly sowing the seeds of a new food system — one that’s grounded in science, nurtured by tech, and driven by human well-being. In Prateek Rastogi’s vision, solving the nutrition crisis isn’t about adding more pills to our routines, but about bringing genuine health back to our everyday meals.
At the close of our conversation, I thanked Prateek not just for his insights, but for reminding us of something we often forget — that better health doesn’t start in a pharmacy, but in a field.
By- Priyanka Chatterjee
