MUMBAI: Here’s some sweet news that won’t spike your sugar levels. Healthy Mithai Co., the homegrown disruptor in sugar-free indulgence, has roped in actor, fitness icon, and entrepreneur Mandira Bedi as its official brand ambassador but this isn’t your usual celeb flash-in-the-pan. This alliance, driven by BeyondSeed’s BeyondInfluence platform, is less about selling and more about storytelling, one that blends tradition, health, and emotional indulgence.
Mandira Bedi resonated with this cause deeply. “To me, fitness is not merely about the body, it’s about balance,” she states. “I used to celebrate with laddoos and pedas during childhood, but later on, the time came for tough decisions. Healthy Mithai Co. is filling that emotional void for all of us who wish to celebrate without sacrifice. I’m honored to be a part of something so meaningfully delicious.”
That ‘joy minus the regret’ is precisely what the company is built on. Founded by Prabhinder Singh and Deepak Jain, Healthy Mithai Co. uses only plant-based stevia, crafting mithai that is sugar-free, low on the glycaemic index, and high on nostalgia. For India’s 10 crore diabetics and 25 crore pre-diabetics, it promises sweets without the sting.
But this mission isn’t stopping at sentiment. The company has its sights set on becoming one of the top three sugar-free alternative brands in India, eyeing Rs 125 crore in revenue by FY 2027–28. With an omnichannel model from partnerships with Nature’s Basket and Kokilaben Hospital to kiosks and e-commerce, it’s making guilt-free celebration a doorstep affair, with 24-hour delivery in major metros.
This collaboration was made possible through BeyondInfluence, a new platform that enables purpose driven startups to connect with voices that actually believe in their journey. “We started BeyondInfluence because we believe in creating partnerships that go beyond marketing, they’re built on meaning” states Beyondseed CMO Fiza Malhotra. “Mandira and Healthy Mithai Co. align on values that are deeply centered on wellness, impact, and trust. This partnership exemplifies these aligned values and serves as a catalyst for high-impact growth.”
For Healthy Mithai Co., this is not a marketing campaign, it’s a movement. “We’re not here to sell sweets,” explains Healthy Mithai co founder Prabhinder Singh. “We’re here to change daily habits. And habits are not changed by data alone. Habits change when people feel something. With Mandira joining our journey, we are not only adding an ambassador, we are adding a partner who resonates with this mission deeply too.”
So if you’ve ever passed on a peda for fear of sugar guilt, this might just be your cue to bring back the box. Healthy Mithai Co., with Mandira in tow, is writing a new recipe for joy where heritage meets health, and every bite is both mindful and magical.