Soha Ali Khan Invests In Better Nutrition, Joins As Brand Ambassador
Actor and author Soha Ali Khan has invested in Better Nutrition and joined as its brand ambassador. The partnership starts on the land: biofortified farming is being introduced across the Pataudi family farms in Haryana.
- Brand: Better Nutrition, Greenday Farmer Solutions
- Role: Investor and brand ambassador
- First crop: Biofortified wheat on about 45 acres
- Harvest: April 2027, for the brand's atta range
Soha Ali Khan's Farm Partnership
Khan and farming families on the Pataudi farms planted biofortified wheat across nearly 45 acres in November 2026, during the rabi season. The harvest, due in April 2027, will go into Better Nutrition's atta. The partnership plans to add biofortified rice from the coming kharif season, extend it across more of the family's land, and encourage farmers in nearby villages to switch, with agronomy guidance, nutrient testing and an assured buyback.
"As a mum, that matters enormously," Khan said of food that becomes more nutritious "without changing what we eat."
What Biofortification Means
Unlike fortification, which adds nutrients during processing, biofortification raises the nutritional value of crops through specially bred seeds and farming practices. Better Nutrition uses seeds bred for higher iron, zinc and protein, and tests its crops with X-ray fluorescence under its patent-pending TriNutrimax Protocol. Founder and CEO Prateek Rastogi said better nutrition "should begin at the farm, not at the processing stage."
The Celebrity Line-Up
Khan follows Varun Dhawan, who earlier this year became the first public figure to adopt biofortified farming with the brand. Olympic medallist P.V. Sindhu is an investor and ambassador, and MasterChef Pankaj Bhadouria is culinary advisor. The company says more than 40 public figures, business families and farm owners have since shown interest, and it is opening its farming model to private landowners.
The Context
Better Nutrition is the consumer brand of Lucknow-based Greenday Farmer Solutions, founded in 2017 by Prateek Rastogi and Aishwarya Bhatnagar and launched in 2024. It works with more than 24,000 farmers in Uttar Pradesh, Telangana and Maharashtra, and sells through Blinkit, Zepto, Swiggy Instamart, Amazon and BigBasket. Using celebrity farms as proof of concept gives a low-awareness category a visible story. Investor-ambassador deals are now common, as with KL Rahul and PlayBlue.
More about the brand is on Better Nutrition's website. The size of the investment was not disclosed.
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