ITV

Tag: Sustainable Farming

  • Better Nutrition bites big, picks Adgcraft to spice up brand visibility

    Better Nutrition bites big, picks Adgcraft to spice up brand visibility

    MUMBAI: Ever wondered what happens when an Olympic medallist, a Masterchef winner, and Shark Tank India meet for lunch? Well, besides one heck of a meal, you get Better Nutrition—India’s first biofortified food brand that’s now seasoning its success with a new PR partner. Time to cook up something special, folks!

    Better Nutrition, famed for championing healthier eating habits with nutrient-rich biofortified grains, has officially onboarded Adgcraft as its public relations partner. Adgcraft’s role involves masterminding all PR strategies and campaigns, ensuring Better Nutrition’s media presence shines brighter than a Michelin-star kitchen.

    Better Nutrition co-founder Prateek Rastogi enthusiastically explained, “At Better Nutrition, our goal has always been to provide natural solutions to the prevalent nutrition deficiencies in everyday diets. Partnering with Adgcraft allows us to communicate our mission more effectively and reach a broader audience. We are confident that this collaboration will help us to reach our target audience more effectively.”

    Adgcraft founder & MD Abhinay Kumar Singh eagerly echoed Rastogi’s sentiments, stating, “We are delighted to join hands with Better Nutrition, a company that aligns with our values of innovation and positive societal impact. Our team is committed to crafting communication strategies that not only enhance brand perception but also contribute to the greater good. Together, we aim to highlight the importance of natural, nutrient-rich diets and support Better Nutrition’s vision of a healthier India.”

    Already endorsed by household names like Olympic sensation PV Sindhu and culinary wizard Masterchef Pankaj Bhadouria—and famously spotlighted on Shark Tank India season 4—Better Nutrition is clearly not your average pantry item. Their menu is packed with biofortified grains enriched with essential nutrients such as zinc, iron, protein, and calcium, all sustainably sourced from over 15,000 environmentally savvy farmers.

    This partnership expands Adgcraft’s impressive client roster, leveraging their proven expertise within India’s FMCG sector and extensive media connections. Can they sprinkle enough PR magic to make nutrition go viral? Well, grab your popcorn (fortified, of course!) and stay tuned.

  • Madhu Chandan joins Akshayakalpa Organic for new ‘Good Food Talks’ episode

    Madhu Chandan joins Akshayakalpa Organic for new ‘Good Food Talks’ episode

    Mumbai: Akshayakalpa Organic has launched its second episode of ‘Good Food Talks’. This episode aims to educate consumers about the quality of food, its future, and the growing health consciousness in society.

    In this episode, Organic Mandya founder Madhu Chandan discusses the transformation in farming practices. He highlights how traditional, self-sustaining agriculture, once focused on personal and local consumption, has given way to commercial monoculture farming driven by profit. This shift has deeply affected Indian farmers, with 90-92 per cent of them being marginal farmers earning minimal incomes from landholdings under three acres.

    Madhu Chandan said, “Growing up, I saw how the rice my grandparents ate was far healthier than what we have today. This decline in food quality is due to poor soil health and modern farming practices. Embracing organic farming can restore soil health and bring back the nutritious food our ancestors enjoyed.”

    Akshayakalpa Organic co-founder and CEO, Shashi Kumar stated, “This episode talks about the deep relationship between the health of our farmers and the food we consume. Organic farming isn’t just about using no chemicals; it is a way of nourishing the soil, farmers, and the people. Through this podcast we want to empower consumers to question the source of their food through such conversations, further raising awareness around what they consume.”

    The episode focuses on the adverse effects of modern farming on soil health and food contamination. It advocates for organic farming as a way to restore nutrition, sustainability, and food quality.