Bollywood actor Varun Dhawan has joined Shark Tank-backed biofortified food brand Better Nutrition as an investor and brand ambassador, deepening his association with the company after beginning his own biofortified farming journey.
Varun’s association with Better Nutrition began after he acquired agricultural land and started exploring soil, seeds and the nutritional quality of crops being grown on his farm. His interest eventually led him to Better Nutrition’s approach to biofortification. His farm will now be developed as a biofortified farm in collaboration with the company.
The actor will join existing brand ambassador PV Sindhu as Better Nutrition looks to expand awareness around biofortified food and its role in everyday nutrition.
Building Nutrition From the Source
Founded by Prateek Rastogi and Aishwarya Bhatnagar, Better Nutrition describes itself as India’s first biofortified staples brand, offering atta, dal, chawal and millets that are naturally enriched with up to two times more iron, zinc and other essential micronutrients.
The company’s products are available through leading quick-commerce platforms as well as its website.
Rather than focusing only on nutritional claims at the packaged-food stage, Better Nutrition follows a seed-to-shelf approach. The company works with biofortified seeds, soil science and farm-level testing to grow crops with higher levels of essential nutrients.
It uses X-ray Fluorescence (XRF) technology to measure and validate nutrient levels at the source before the crops are processed into everyday staples such as atta, rice and pulses.
Varun Dhawan’s Biofortified Farming Journey
Varun’s investment follows his personal experience with farming. After acquiring his farm, the actor began learning more about soil, seeds and the food produced on his land.
His involvement with Better Nutrition subsequently developed from exploring the company’s approach to biofortification to investing in the business and becoming its brand ambassador.
Varun said the partnership was personal because his own farm is now being developed as a biofortified farm with Better Nutrition.
The company believes his involvement could also help bring greater consumer awareness to biofortification and encourage more farm owners to explore the model.
Interest Grows in Biofortified Farms
Better Nutrition said interest in its biofortified farming approach has already extended beyond Varun’s farm.
Following videos and announcements around his biofortified farming journey, the company received enquiries from consumers asking whether their own farms could also be converted into biofortified farms.
In response, Better Nutrition has opened applications for its Biofortified Farm programme through its website. Farm owners can submit their details for evaluation and potential participation.
The programme is intended to help the company identify suitable farms where its seed, soil and farm-level testing capabilities can be deployed, while gradually creating a wider network of farms exploring biofortification.
Expanding Everyday Nutrition
Better Nutrition’s proposition is centred on improving the nutritional value of foods that consumers already eat rather than requiring major changes to their everyday diets.
Its portfolio includes biofortified atta, rice and pulses, with distribution spanning quick-commerce, e-commerce and retail channels.
With Varun Dhawan joining as an investor and brand ambassador, the company is looking to combine its seed-to-shelf nutrition model with greater consumer awareness and an expanding network of biofortified farms.
The partnership also marks a deeper shift in Varun’s involvement, moving from his personal interest in biofortified farming to an investment and long-term association with the brand.
By; Arushi Agarwal
