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Better Nutrition partners with Soha Ali Khan to promote biofortified farming
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Saturday, 14 November, 2026, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Better Nutrition, has partnered with actor and author Soha Ali Khan to introduce biofortified farming on the Pataudi family farms in Haryana. The initiative aims to promote the cultivation of nutrient-rich staple crops and encourage wider adoption of biofortified agriculture among farmers in the region.
In the first phase, Soha Ali Khan and farming families associated with the Pataudi farms have planted biofortified wheat across nearly 45 acres during the rabi season. Sown in November 2026, the crop is expected to be harvested in April 2027, with the produce earmarked for Better Nutrition's atta range. Soha has also invested in the brand and joined as its brand ambassador.
Commenting on the initiative, Soha Ali Khan said that biofortification offers an opportunity to improve the nutritional value of everyday food without changing existing dietary habits. She added that farming has been an integral part of the Pataudi family's legacy and expressed interest in extending the initiative beyond the family's farmland to neighbouring farmers.
Building on the first harvest, the partners plan to introduce biofortified rice cultivation from the upcoming kharif season and gradually expand the initiative across more farmland. They are also exploring opportunities to involve farmers from surrounding villages by providing biofortified seeds, agronomy guidance, nutrient testing and assured buyback arrangements.
Biofortification improves the nutritional composition of crops through specially bred seeds and farming practices, unlike conventional fortification, which involves adding nutrients during food processing. The approach aims to address widespread iron and zinc deficiencies by enhancing the nutritional value of staple foods such as wheat and rice, which form a regular part of Indian diets. These nutrients are particularly important for children's growth and development.
Better Nutrition develops crops using biofortified seeds designed to deliver higher levels of essential nutrients, including iron, zinc and protein. The company employs scientific nutrient testing, including X-ray fluorescence (XRF) technology, through its patent-pending TriNutrimax Protocol to assess nutritional content.
Prateek Rastogi, founder and CEO, Better Nutrition, said the company's focus is on improving the nutritional quality of everyday staples through better seeds, farming practices and scientific testing. He added that the Pataudi family's decision to adopt biofortified farming and involve neighbouring farmers could encourage wider participation in the movement.
Soha's association follows actor Varun Dhawan, who earlier this year adopted biofortified farming with Better Nutrition on his own farm. The initiative has also received support from Olympic medallist P V Sindhu, who is an investor and brand ambassador, and MasterChef Pankaj Bhadouria, the brand's culinary advisor. According to the company, more than 40 public figures, business families and farm owners have expressed interest in adopting biofortified farming since Varun's initiative began.
To facilitate wider adoption, Better Nutrition is opening its farming model to private landowners. The programme provides biofortified seeds, agronomy support, nutrient testing and buyback arrangements for harvested grain.
Better Nutrition is the consumer brand of Lucknow-based Greenday Farmer Solutions, founded in 2017 by Prateek Rastogi and Aishwarya Bhatnagar. After six years of agricultural research and developing its farmer partnerships, procurement and nutrient-testing infrastructure, the company launched the brand in 2024.
Currently, Greenday Farmer Solutions works with more than 24,000 farmers across Uttar Pradesh, Telangana and Maharashtra, offering better prices for nutrient-rich produce. Better Nutrition's portfolio includes biofortified whole wheat atta, Sonamoti atta, Sona Masoori rice, Kalanamak rice, stone-ground ragi atta, dals and millets.
The products are available through quick-commerce and e-commerce platforms, including Blinkit, Zepto, Swiggy Instamart, Amazon and BigBasket, as well as the company's website.
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