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Founders
GreenDay and Better Nutrition were co-founded by Prateek Rastogi and Aishwarya Bhatnagar, a married couple whose unique journey intertwined personal connection with entrepreneurial ambition.
Prateek, with a strong academic background in economics from SRCC and an MBA from IIM Ahmedabad, brought a wealth of knowledge in business and finance to the venture.
He met Aishwarya on Shaadi.com, and in a bold move, convinced her to leave her established life and join him on a transformative experience in a village for over two years.
This immersive period allowed them to deeply study the nuances of the agriculture sector, understand the challenges faced by local farmers, and explore innovative approaches to improve the nutritional value of crops.
Their shared commitment and diverse skill sets formed a strong foundation for their agro-tech brands.
Brand Overview
GreenDay and Better Nutrition are agro-tech brands dedicated to revolutionizing the way people consume nutrients through biofortified foods.
Recognizing the widespread issue of malnutrition and nutrient deficiencies, the company aims to integrate essential nutrients into daily meals through naturally enhanced crops.
Their core initiative, “Better Seeds,” is a collaborative effort with 150 farmers, focusing on seed preservation and quality enhancement.
This initiative not only supports local farming communities but also ensures a sustainable supply of high-quality, nutrient-rich seeds.
By focusing on biofortification, GreenDay, and Better Nutrition aim to provide everyday nutrition by naturally integrating essential nutrients into daily meals, making healthier eating more accessible and affordable for all.
Shark Tank India Appearance and Ask
Prateek and Aishwarya took their vision to Shark Tank India Season 4, where they presented their agro-tech brands GreenDay and Better Nutrition.
They sought an investment of ₹60 lakh in exchange for 1% equity in their business, valuing the company at ₹60 crore.
During their pitch, they highlighted their unique journey, their commitment to working with farmers, and their efforts to address nutritional deficiencies through innovative agricultural practices.
They also emphasized their impressive revenue growth, their existing funding from investors, and their celebrity endorsements, including Olympic medalist PV Sindhu and MasterChef Pankaj Bhadouria.
Season and Episode Air Date
Season: 04
Episode: 30
Episode Air Date: Friday, 14 February 2025
Product Overview
GreenDay and Better Nutrition offer a range of biofortified food products designed to integrate essential nutrients into daily meals.
Their products are made from crops that have been naturally enhanced to contain higher levels of vitamins and minerals, addressing common nutrient deficiencies.
Their “Better Seeds” initiative partners with local farmers to ensure the preservation and quality of these nutrient-rich seeds.
The company’s focus on biofortification not only improves the nutritional value of their products but also promotes sustainable agricultural practices.
Investor Reactions
The Sharks had mixed reactions to GreenDay and Better Nutrition’s pitch. Namita Thapar was impressed by their vision and their commitment to addressing nutritional deficiencies.
She made an offer that included royalties, signaling her belief in the company’s long-term potential.
Kunal Bahl acknowledged Prateek’s capabilities as a founder but expressed concerns about the scalability and profitability of the business.
He suggested a “hard reset,” recommending that they focus on Better Nutrition. Peyush Bansal also expressed reservations about the founders’ approach and chose not to make an offer.
Anupam Mittal, while appreciative of their entrepreneurial spirit, declined to make an offer due to the high valuation. Vineeta Singh showed interest and made a similar offer to Namita but without royalties.
Customer Engagement Philosophy
GreenDay and Better Nutrition are committed to making a real impact on nutrition in India by bringing biofortified foods to every household.
They focus on scalability, impact, and differentiating Better Nutrition.
The founders want to change the consumer perception of nutrition, making it accessible to the masses. The Company focuses on integrating essential nutrients into daily meals.
Product Highlights
Biofortified Food Products: GreenDay and Better Nutrition offer a range of products that have been naturally enhanced to contain higher levels of vitamins and minerals.
“Better Seeds” Initiative: The company partners with local farmers to ensure the preservation and quality of nutrient-rich seeds.
Integration of Essential Nutrients: The company’s products are designed to seamlessly integrate essential nutrients into daily meals, making healthier eating more convenient and accessible.
Celebrity Endorsements: The company has gained the support of Olympic medalist PV Sindhu and MasterChef Pankaj Bhadouria, who serve as brand ambassadors and help promote their products.
Future Vision
The founders of GreenDay and Better Nutrition are determined to make a lasting impact on nutrition in India by making biofortified foods accessible to every household.
They envision expanding their product line, strengthening their partnerships with farmers, and increasing their reach across the country.
By continuing to innovate and adapt their business model based on customer feedback and market trends, they aim to establish GreenDay and Better Nutrition as leaders in the biofortified food industry.
The founders are committed to making a real impact on nutrition in India. Their future vision is driven by a commitment to making a difference.
Deal Finalized or Not
Despite receiving interest from multiple Sharks, Prateek and Aishwarya ultimately accepted Namita Thapar’s offer, even though it included royalties.
Namita’s strong conviction in their business, coupled with her expertise in the healthcare and pharmaceutical sectors, made her the ideal partner to help them scale their operations and expand their reach.
Establish market leadership, explore global expansion
Valuation Growth Strategies
Innovation
Regular product updates
Community Engagement
Focus on sustainability & nutrition awareness
GreenDay Shark Tank India Business Plan
Business Potential in India
Market Size: The Indian agritech market is projected to reach $24 billion by 2025, with only 1% currently captured. This indicates significant growth potential for innovative agritech solutions like GreenDay and Better Nutrition.
Nutritional Needs: With approximately 190 million people in India suffering from micronutrient deficiencies, there is a pressing need for biofortified foods. The nutrition-dense farming and staples market is expected to grow to about ₹2,000 crores by 2030, positioning GreenDay at the forefront of this growth.
Total Addressable Market (TAM)
Target Market Size: The total addressable market for GreenDay includes the entire population facing malnutrition issues, estimated at around 400 million individuals. If GreenDay captures just 1% of this market, it represents a potential customer base of 4 million households.
Growth Segments: The supply chain technology and output markets segments hold the highest potential, valued at approximately $12.1 billion within the overall agritech sector.
Ideal Target Audience and Demographics
Age Group: Targeting health-conscious consumers aged 25-45 years, particularly parents concerned about their children’s nutrition.
Income Level: Middle to upper-middle-class families with a willingness to invest in healthier food options.
Geographic Focus: Urban areas with higher disposable incomes, including cities like Mumbai, Delhi, Bangalore, and Pune.
Marketing Strategy
Content Marketing: Develop educational content focusing on the benefits of biofortified foods and sustainable agriculture practices. This can include blogs, infographics, and videos that resonate with the target audience.
Social Media Campaigns: Utilize platforms like Instagram and Facebook to share success stories, nutritional tips, and engaging visuals of products. Collaborate with influencers in the health and wellness space to broaden reach.
Celebrity Endorsements: Leverage endorsements from PV Sindhu and MasterChef Pankaj Bhadouria to enhance brand credibility and visibility.
Content and Digital Marketing Strategy
SEO Improvement: Currently, GreenDay has an organic traffic count of 681 visitors per month, necessitating a robust SEO strategy to increase visibility. This includes optimizing website content for relevant keywords related to biofortified foods and nutrition.
Email Marketing: Implement targeted email campaigns featuring product launches, health tips, and exclusive offers to engage existing customers and attract new ones.
Distribution Strategy
Franchise Model: Expand the “Greenday Kisan Ki Dukan” initiative by partnering with local farmers and retailers to create a network of distribution points for biofortified products.
E-Commerce Platform: Enhance the existing online platform for seamless ordering and delivery processes, making it easy for consumers to access products directly.
Advantages
Innovative Product Offering: Focus on biofortified foods that address common nutritional deficiencies in a sustainable manner.
Strong Partnerships: Collaborations with farmers ensure a steady supply of high-quality crops while supporting local agriculture.
Challenges
Market Education: The concept of biofortification may be unfamiliar to many consumers; educating the market will be crucial for adoption.
Scalability Concerns: As noted by investors, scaling operations while maintaining product quality could present challenges.
Reasons for Success
Growing Demand for Nutritional Products: Increasing awareness about health and nutrition among consumers creates a favorable environment for biofortified foods.
Sustainability Focus: The emphasis on sustainable agricultural practices aligns with global trends toward environmentally friendly consumption.
Mitigation Strategies
Customer Feedback Loops: Regularly gather feedback from users to refine offerings based on preferences and market demands.
Flexible Pricing Models: Introduce tiered pricing structures to cater to different budget levels while promoting accessibility.
Future Business Roadmap
Short-Term Goals (1 Year):
Enhance SEO performance to significantly increase organic traffic.
Launch targeted marketing campaigns focusing on urban health-conscious consumers.
Mid-Term Goals (2-3 Years):
Expand franchise operations into additional cities across India.
Develop partnerships with schools and educational organizations to promote nutritional education.
Long-Term Goals (4-5 Years):
Establish GreenDay as a leading brand in the biofortified food sector in India.
Explore international expansion opportunities based on domestic success.
Valuation Increase Strategies:
Continuously innovate product offerings based on customer feedback.
Strengthen brand presence through community engagement initiatives focused on sustainability and education.
By focusing on these strategic areas, GreenDay can effectively position itself within the growing Indian agritech market while addressing potential challenges head-on.
Introduction:
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