Soha Ali Khan Invests in Better Nutrition, Joins as Brand Ambassador
- Soha Ali Khan has invested in Better Nutrition and joined as its brand ambassador. The investment amount and equity stake remain undisclosed.
- Nearly 45 acres of Pataudi family farmland have been brought under iron- and zinc-rich wheat cultivation.
- The wheat crop is expected to be harvested in April 2027 and used in Better Nutrition’s atta range.
Actor and author Soha Ali Khan has invested in biofortified food brand Better Nutrition and joined the company as its brand ambassador. The partnership will introduce biofortified farming across the Pataudi family farms in Haryana, beginning with iron- and zinc-rich wheat cultivation.
The first phase covers nearly 45 acres of farmland, where biofortified wheat was sown in November 2026 for the ongoing rabi season. The crop is expected to be harvested in April 2027, with the grain intended for Better Nutrition’s atta range.
The initiative is expected to expand to rice cultivation from the upcoming kharif season. Soha and the company also plan to gradually bring more farmland and neighbouring farmers into the programme through seed supply, agronomy guidance, nutrient testing and buyback arrangements.
The financial terms of Soha’s investment, including the amount and equity stake, have not been disclosed.
Better Nutrition Expands Biofortified Farming
The partnership aims to improve the nutritional quality of everyday staples by introducing crops with higher levels of essential micronutrients.
Unlike conventional food fortification, which involves adding nutrients during food processing, biofortification seeks to increase the nutritional content of crops through specially developed seed varieties and cultivation practices.
Better Nutrition combines biofortified seeds, soil science and farm-level nutrient testing to assess the nutritional quality of harvested crops. The company also uses X-ray fluorescence (XRF) technology under its patent-pending TriNutrimax Protocol to measure nutrient levels.
The Pataudi initiative will initially focus on wheat, with the harvested grain expected to be used in the brand’s atta products. The company plans to extend the programme to rice from the next kharif season.
It is also exploring the adoption of biofortified seeds among farmers in surrounding villages. Participating farmers are expected to receive agronomy support and nutrient testing, along with buyback arrangements for their produce.
Better Nutrition’s Business and Expansion Plans
Better Nutrition is the consumer brand of Lucknow-based Greenday Farmer Solutions, founded in 2017 by Prateek Rastogi and Aishwarya Bhatnagar. The company spent six years on agricultural research and building its farmer, procurement and nutrient-testing network before launching the consumer brand in 2024.
It currently works with more than 24,000 farmers across Uttar Pradesh, Telangana and Maharashtra.
Soha’s association follows actor Varun Dhawan’s investment in Better Nutrition and his appointment as brand ambassador in October 2026. Dhawan has also partnered with the company to develop his farm as a biofortified farm.
Olympic medallist P.V. Sindhu is another investor and brand ambassador associated with the brand, while MasterChef Pankaj Bhadouria serves as its culinary advisor.
Better Nutrition said it has received interest from more than 40 public figures, business families and private landowners seeking to adopt biofortified farming. The company is opening its farming programme to private landowners, offering biofortified seeds, agronomy support, nutrient testing and buyback arrangements.
Through these partnerships, Better Nutrition is looking to expand its farming network and increase the availability of biofortified staple foods in the consumer market.
