Varun Dhawan is stepping into a different kind of leading role: part investor, part farmer and part brand ambassador. The actor has put money into Better Nutrition, the biofortified food company that appeared on Shark Tank India Season 4, and joins badminton star PV Sindhu as its ambassador.
The announcement has a personal centre. Dhawan recently acquired agricultural land and has been learning about soil, seeds and the food his farm grows. That land will now be developed as a biofortified farm with Better Nutrition, making him a working example of the company’s pitch.
From film set to farm gate
Dhawan said the connection came after Better Nutrition’s founders reached out. In a statement to afaqs, he said, “We’re working together to make my farm biofortified.” He added, “Better Nutrition is my brand now too.” On Instagram, he posted from the farm and wrote that farming was only the beginning of the journey.
For Bollywood watchers, that’s the twist. Instead of a paid endorsement, Dhawan has a stake and a plot of land attached to the brand.
What Better Nutrition actually does
The company sells everyday staples:
- Flour
- Dal
- Rice
- Millets
Its model starts with biofortified seeds and soil science, not with a packaging claim. Better Nutrition says its staples can contain up to twice the iron, zinc and other key micronutrients of standard varieties. The company uses X-ray fluorescence technology at the farm level to measure mineral content and track quality as produce moves through the chain.
This is the practical idea: if the dal, rice and flour already in a kitchen carry more micronutrients, nutrition improves without asking households to change their cooking habits or buy separate supplements.
Why this matters for star-brand deals
Most celebrity associations stop at a photoshoot. Here the brand gets a demonstration farm and a founder-style face. Better Nutrition co-founder and CEO Prateek Rastogi said that meaningful nutrition has to start with “the seed, the soil and the farmer” and that Dhawan’s decision to invest and convert his farm signals a deeper connection to the mission.
PV Sindhu gives the brand fitness-world credibility, while Dhawan brings Bollywood reach. The test now is whether that combination makes biofortified staples a normal shelf choice rather than a niche health product.
What comes next
Dhawan has promised that audiences will see a lot more of him with the brand, so the farm is likely to become the setting for the campaign story. On the film side, he has No Entry 2 up next and is reportedly in talks for a YRF horror feature directed by Abhay Pannu.
Source: Hindustan Times
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