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.