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Actor Varun Dhawan has invested in biofortified staples brand Better Nutrition and joined the company as its brand ambassador, following his personal interest in biofortified farming on his agricultural land, as shared in media reports. As part of the association, Dhawan will also develop his farm into a biofortified farm in collaboration with the company.
The company offers everyday staples, including atta, dal, rice and millets, which it says contain up to twice the levels of iron, zinc and other essential micronutrients. Its products are available through its website and leading quick-commerce platforms.
Better Nutrition uses biofortified seeds, soil science and farm-level testing to grow crops with higher levels of essential nutrients. The company also employs X-ray fluorescence (XRF) technology to measure and validate nutrient levels at the source before processing the crops into consumer products.
Dhawan’s association with the brand began after he acquired agricultural land and started exploring the science behind soil health, seeds and the food grown on his farm. His interest subsequently developed into an investment in Better Nutrition and a brand ambassador role.
“We're working together to make my farm biofortified. And yeah, Better Nutrition is my brand now too. I really like the mission behind it, and I want to be part of that journey. You'll be seeing a lot more of me with my brand. So this is quite personal for me,” Dhawan said.
According to Prateek Rastogi, co-founder and CEO of Better Nutrition, the company aims to enhance the nutritional value of everyday food by improving crops at the seed and soil stages, backed by testing and validation. He said Dhawan’s investment and plans to develop his farm into a biofortified farm reflected his interest in the company’s approach.
The announcement of Dhawan’s biofortified farming initiative, along with videos documenting his farming journey, has prompted enquiries from other farm owners interested in adopting similar practices.
In response, Better Nutrition has opened applications for its Biofortified Farm programme through its website. Interested farm owners can submit their details for evaluation to assess their farms’ suitability for the initiative.
The programme aims to identify farms where the company can deploy its expertise in seeds, soil science and nutrient testing, while expanding its network of farms exploring biofortification.
Founded by Prateek Rastogi and Aishwarya Bhatnagar, Better Nutrition follows a seed-to-shelf model that integrates seeds, soil management, farming, testing, crop validation and processing to develop consumer food products. Its portfolio includes biofortified atta, rice and pulses.
