Biography of Prateek Rastogi: Founder & CEO of Greenday and Better Nutrition
Biography of Prateek Rastogi:
Vision for Affordable Nutrition
Prateek Rastogi, an IIM Ahmedabad graduate and entrepreneur,
is on a mission to make nutrition affordable and accessible for all. As the
Founder and CEO of Greenday and Better Nutrition, his journey from corporate
consulting to social entrepreneurship showcases his commitment to solving
India’s nutritional crisis. His work, which started with Greenday, has now
evolved into Better Nutrition, a brand revolutionizing the way people consume
essential nutrients through staple foods.
From IIM Ahmedabad to Entrepreneurship
Prateek’s academic journey took him through Shri Ram College
of Commerce (SRCC) and later, IIM Ahmedabad, where he founded the General
Management & Leadership Club (GMLC). His time at IIM-A was instrumental in
shaping his business acumen, engaging in various projects like
Equipoise-Economics Club, Insight - The Marketing Conclave, and the Forum for
Industry Interaction, where he worked on live consulting projects.
Early Career at Strategy& PwC
Before diving into entrepreneurship, Prateek started his
career as an Associate Consultant at Strategy&, the consulting arm of PwC.
Here, he honed his strategic problem-solving skills and gained deep insights
into business operations. This experience helped him develop a structured
approach to tackling large-scale challenges, which later became useful in his
journey with Greenday and Better Nutrition.
The Birth of Greenday - Kisan Ki Dukan
Recognizing the pressing need for a shift in India’s
agricultural landscape, Prateek launched Greenday in 2017. Through its Kisan Ki
Dukan franchise stores, the initiative aims to empower farmers with education,
sustainable farming techniques, and access to premium agri-input products. The
stores serve as community collaboration hubs, where farmers receive expert
guidance, soil testing, and eco-friendly fertilizers.
Empowering Farmers for a Nutrient-Rich Future
One of Greenday’s major contributions is promoting
biofortified crops, which are naturally enriched with essential nutrients like
Iron, Zinc, and Vitamin A. By shifting the agricultural focus from
quantity-based to quality-based output, Greenday encourages farmers to grow
nutrient-dense varieties, ensuring a healthier population.
Sustainability and Economic Growth
Greenday’s initiative goes beyond farming—it also secures
better prices for farmers by buying back high-quality produce at rates better
than market prices. This not only increases their earnings but also motivates
them to grow more nutritious crops, contributing to a sustainable and
profitable agricultural ecosystem.
Better Nutrition: A Natural Step Forward
In April 2023, Prateek co-founded Better Nutrition, a brand
dedicated to improving everyday meals by incorporating essential micronutrients
into staple foods. The company provides biofortified flour and rice, enriched
with Iron, Zinc, and Protein, helping prevent deficiencies like anemia and
promoting overall well-being.
Biography of Prateek Rastogi: Founder & CEO of Greenday and Better Nutrition#startup#age#net worth#investor#Better Nutrition story#Prateek Rastogi
Reaching Thousands of Farmers and Micro-Entrepreneurs
Better Nutrition collaborates with over 15,000 farmers,
providing them with biofortified seeds and training in sustainable agriculture.
Additionally, it supports 100+ rural micro-entrepreneurs who distribute these
nutrient-rich grains, ensuring that healthier food reaches communities across
India.
Strong Financial Growth and Expansion
Since its inception, Better Nutrition has experienced
remarkable growth. The company generated ₹10.3 crore in revenue in FY 2023-24,
and by November 2024, it had already reached ₹9 crore. With a projected ₹14
crore in sales by the fiscal year-end, the company is rapidly scaling its
impact.
PV Sindhu’s Investment and Brand Endorsement
In June 2024, Olympic medalist PV Sindhu invested an
undisclosed amount in Better Nutrition, endorsing it as her preferred choice
for healthy living. Her support has enabled the company to expand its R&D
efforts, enhance production capacity, and increase awareness about biofortified
foods.
Shark Tank India:
A Game-Changing MomentPrateek and his team took Better
Nutrition to Shark Tank India Season 4, seeking ₹60 lakh for 1% equity. The
judges were impressed by their mission and business potential, leading to
competitive offers from Namita Thapar and Vineeta Singh.
Namita Thapar’s Strategic Investment
After careful negotiations, Better Nutrition secured a deal
with Namita Thapar—₹60 lakh for 1% equity, along with a 0.5% royalty until the
investment was recouped. Namita’s strategic mentorship is now helping Better
Nutrition accelerate its vision and expansion plans.
Lessons from Shark Tank India
Reflecting on the Shark Tank India experience, Prateek
described it as an exhilarating journey that not only refined their pitch but
also strengthened their business strategy. The Sharks’ insightful questions
helped them dive deeper into scalability, impact, and differentiation.
A Renewed Commitment to Nutrition for All
With new investments, strategic mentorship, and an expanding
market presence, Better Nutrition is poised for significant growth. The company
is determined to make biofortified foods a staple in Indian households,
addressing the nation’s nutritional needs naturally and affordably.
The Road Ahead:
A Healthier IndiaAs Better Nutrition continues to scale,
Prateek remains dedicated to his core mission: Making Nutrition Affordable for
Our People. Through innovation, sustainable agriculture, and strong
partnerships, he envisions a future where every Indian has access to essential
nutrients through their daily meals.
Timeline for story
2017 – Prateek launches Greenday (Kisan Ki Dukan).
April 2023 – Co-founds Better Nutrition.
FY 2023-24 – Better Nutrition generates ₹10.3 crore revenue.
June 2024 – PV Sindhu invests in Better Nutrition.
November 2024 – Revenue reaches ₹9 crore.
Shark Tank India Season 4 – Seeks ₹60 lakh for 1% equity.
Secures Deal – Namita Thapar invests ₹60 lakh for 1% equity
+ royalty.
Future Plans – Scaling impact and making nutrition
affordable.
