|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
“Biofortification will redefine how India tackles hidden hunger”
|
|
Monday, 14 July, 2025, 08 : 00 AM [IST]
|
|
|
 Biofortification is fast emerging as a game-changer in India’s fight against hidden hunger, with innovative brands like Better Nutrition leading the way. From seed-level nutrient enrichment to AI-powered soil analysis and farmer-first rural networks, the company is setting new benchmarks in clean and natural nutrition. In this insightful interaction, the spotlight is on how everyday staples like atta and rice can be transformed into powerful health solutions without synthetic additives or pills.In an exclusive email interaction, Prateek Rastogi, co-founder & CEO of Better Nutrition, shares details with Abhitash Singh. Excerpts:
How do you see biofortification shaping India’s nutrition future?
Biofortification will redefine how India tackles hidden hunger. Some 70% of our population lacks daily iron, zinc, protein, and other micronutrients, because high-yield seeds since the Green Revolution have stripped crops of nutrients. Biofortification reverses this loss naturally, at the seed level. We enrich grains at the farm, not in factories, so people get real nutrients in their daily roti or rice. Consumers want tasty, everyday staples that deliver clean nutrition. That’s why biofortified atta and rice will become India’s new nutrition standard, replacing random pills or processed additives for good.
What are the main challenges in making biofortified foods mainstream?
Awareness is still the biggest gap. Many don’t know what biofortification is, or why it’s different from adding synthetic powders later. Second is trust, people must believe natural staples can be more nutritious and tasty. That’s why we run sampling drives and share pamphlets on Blinkit orders to educate customers about the real efficacy. Third, robust supply chains from seed labs to 15,000+ farmers to final packaging need discipline and scale. With Greenday’s rural centres, we bridge this end-to-end. The final push will come from better labelling laws and smart consumer education.
How does your TriNutriMax process stand out from global methods?
Globally, many biofortified crops focus just on better seeds. TriNutriMax goes further; we ensure seeds grow in nutrient-rich environments. It’s a 3-step natural protocol: seed priming for micro-nutrient boost, soil enrichment for better root absorption, and vegetative-stage foliar sprays to maintain plant health. Our farm teams run this under real field conditions, not just labs, so results scale on Indian small farms. XRF testing at collection points checks nutrient levels batch-wise. This blend of seed science and agronomic rigour makes TriNutriMax India’s first scalable, proven field model for natural crop biofortification.
How much do you invest in R&D annually?
We invest around 8–10% of our revenue each year in deep R&D. This covers sourcing global seed lines, testing new biofortified variants, improving TriNutriMax, and real-time XRF testing across our Greenday Centers. Our next milestone is setting up in-house XRF labs and partnering with leading agri-research institutes for pulse and millet trials. We track both nutrient data and taste acceptance, because our promise is not just more iron and zinc, but grains that cook well and taste great. Every rupee spent makes our seed-to-shelf chain sharper and more scalable.
Any new products or categories launching soon?
Yes, we’re extending beyond wheat atta. Biofortified rice and pulses are next, with a focus on zinc-rich rice and protein-rich dals. We’re piloting these in MP, Haryana, and Western UP through new Greenday Centers to source fresh volumes. Our Blinkit sampling campaigns test consumer love and build trust. Another category coming soon: easy-to-use daily mixes for families looking to boost immunity or energy naturally. Every product sticks to our promise — real nutrients from smart seeds, better soil, and zero synthetics — while staying tasty enough for daily use.
How is AI helping you improve soil and crop nutrition?
AI sharpens our TriNutriMax at scale. We feed in soil tests, weather patterns, and crop yields to predict where micronutrient gaps will occur. This helps us guide farmers with exact soil treatments and the best timing for foliar nutrition. It cuts errors, improves consistency, and ensures our biofortified seeds hit their full potential. AI also analyses XRF test data from our centres to keep batches on spec. All this means the atta or rice a family eats is nutritionally stronger, naturally grown, and reliably tasty every time.
Are there plans to expand Greenday Centers to other states?
Absolutely — our Greenday Centers are the backbone of our rural supply chain. They connect local farmers, seeds, and quality checks. We’re expanding beyond UP and Bihar into MP, Haryana, and Western UP this year. These regions have strong farmer communities eager to adopt biofortified seeds. With more centres, we can test more soil and grains at the farm-gate using XRF scanners, ensure TriNutriMax is properly run, and build bigger volumes for our Better Nutrition brand. It’s rural-first growth with clear linkages to urban quick commerce demand.
What’s coming next in terms of consumer awareness and tech tools?
Education and trust are everything. We’re deepening sampling drives on Blinkit — every pack comes with a QR code explaining our seed story and real nutrition promise. Recipe reels, chef collaborations, and on-ground awareness events build local buzz. Tech-wise, we’re upgrading our traceability tools: soon, families can scan a pack and know their atta’s seed source, farm cluster, and nutrient levels. This transparency, plus real reviews, keeps us honest and trusted. For consumers, it’s simple: smart seeds, natural nutrition, super-tasty food — delivered to their door.
How will you grow your D2C and retail reach this year?
We’re already the first biofortified staple brand on Blinkit, scaling in the top 30 cities. Next, we expand with new SKUs like biofortified rice and pulses, plus larger family packs. We’re activating small retail and kirana tie-ups in Tier 2 and 3 cities. Rural supply is secured through new Greenday Centers in MP, Haryana, and Western UP. Our D2C site will offer subscription packs with sampling combos, so customers can test and trust. The whole model is built to prove: clean nutrition can come from daily staples, not just pills.
What policy support is needed to scale biofortified farming in India?
Biofortification needs a clear identity and incentives. We need official seed registration categories for biofortified lines, separate from generic high-yield ones. Labelling must allow brands to display verified nutrition gains. Farmer adoption can rise with training subsidies and lower input taxes for biofortified seeds. Government partnerships for XRF labs will help farm-gate testing scale. Consumer trust grows when they know the nutrition claim is real — policy can anchor that. If India gets this right, we’ll lead the world in everyday natural nutrition grown right at our farms. The government should officially declare a “Year of Biofortified Grains”, just like it did with millets, to put natural nutrition at the forefront of India’s food agenda.
|
|
|
|
|
|
|
|
|
|