Better Nutrition, billed as India’s first biofortified food brand, has brought biofortified farming to the Pataudi family farms in Haryana in partnership with actor and author Soha Ali Khan. In the first phase, Soha and several farming families linked to the farms have sown iron- and zinc-rich wheat across nearly 45 acres this rabi season. The crop, planted in November 2026, is expected to be harvested in April 2027 and will go into the brand’s atta range. Soha has also invested in the company and joined as its brand ambassador.

Unlike conventional fortification, where nutrients are added during processing, biofortification improves the crop itself through specially bred seeds and farming practices. Because atta and rice feature in almost every meal, the extra iron and zinc add up without changing how families cook or eat. The company uses nutrient testing, including XRF technology, under its patent-pending TriNutrimax Protocol.

Soha said biofortification makes food more nutritious without changing what people eat, which matters to her as a mother. Plans include extending the approach to rice from the coming kharif season and exploring how farmers in nearby villages can adopt biofortified seeds, backed by agronomy guidance, nutrient testing and assured buyback.

The move builds on actor Varun Dhawan’s earlier biofortified farming effort. Better Nutrition says it has drawn interest from over 40 public figures, business families and farm owners, and is now opening its model to private landowners. It works with more than 24,000 farmers across Uttar Pradesh, Telangana and Maharashtra.