Varun Dhawan’s recent move into farming has now turned into a startup investment. The actor has invested in biofortified staples brand Better Nutrition, after conversations about soil quality and nutrition led him deeper into how everyday food is grown.
Better Nutrition, which appeared on Shark Tank India Season 4, was founded by Prateek Rastogi and Aishwarya Bhatnagar. The company works with biofortified seeds, improved soil practices and farm-level testing to increase naturally occurring nutrients in staple foods such as atta, rice, dal and millets. The amount invested by Dhawan has not been disclosed.
The partnership is also becoming unusually hands-on. Dhawan plans to work with Better Nutrition to convert his own farm into a biofortified farm, effectively making the property part of the company’s broader mission around nutrient-dense agriculture. He has also joined the brand as an ambassador alongside badminton player PV Sindhu.
Better Nutrition’s model begins before food reaches the factory. The company uses naturally nutrient-rich seed varieties and agronomy practices designed to improve absorption of minerals such as zinc and iron from the soil. It also uses X-ray fluorescence technology to measure mineral levels in crops during the production process.
For Dhawan, that farm-first approach appears to be central to the investment. After buying agricultural land, he had publicly spoken about concerns around soil and crop nutrition. Better Nutrition’s founders subsequently approached him, turning those conversations into both an investment and a practical farming partnership.
The deal stands out from a conventional celebrity endorsement because the brand’s product thesis is now being applied directly to the investor’s own farm. For Better Nutrition, that gives the company both visibility and a real-world showcase for its biofortification model.
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Startup Unplugged
