Wholesome Mithai Co., India’s main sugar-free mithai model, is delighted to announce actor, health fanatic, and entrepreneur Mandira Bedi as its official Model Ambassador. This partnership was led by the BeyondInfluence platform, a key model constructing initiative of BeyondSeed, a strategic enterprise agency headquartered in Singapore that helps early stage startups in India scale from Seed to Sequence A. This announcement goals to go far deeper than a star endorsement. It is a couple of widespread objective and a collective perception. Mandira Bedi, revered for her dedication to wellness and dwelling authentically, partnered with Wholesome Mithai Co. to help a heartfelt mission to revive pleasure to indulgence, freed from guilt, freed from sugar, and freed from disconnecting from the cultural soul of mithai. In India, meals is rarely merely meals. It is a reminiscence, a celebration, a heat expertise with family members. However for the ten crore Indians who are suffering from diabetes and one other 25 crore who’re pre-diabetic, these candy moments are extra usually accompanied by hesitation and anxiousness.
Mandira Bedi joins Wholesome Mithai Co. as model ambassador
Wholesome Mithai Co. was born to redefine that. The corporate employs solely plant-based stevia to create mithai that’s totally sugar-free, low on the glycemic index, and filled with conventional taste. For founder Prabhinder Singh and Co-Founder Deepak Jain , this isn’t only a enterprise—it is a mission on a private degree to revive happiness to people who’ve needed to sacrifice the sweets they take pleasure in for the sake of their well being.
Mandira Bedi resonated with this trigger deeply. “To me, health will not be merely in regards to the physique, it is about steadiness,” she states. “I used to have a good time with laddoos and pedas throughout childhood, however afterward, the time got here for robust choices. Wholesome Mithai Co. is filling that emotional void for all of us who want to have a good time with out sacrifice. I am honored to be part of one thing so meaningfully scrumptious.”
Wholesome Mithai Co. can be trying ahead to it with particular ambition. The agency is striving to be among the many high three sugar-free different manufacturers in India, aiming for income of Rs 125 crore by the monetary 12 months 2027–28. A strong omnichannel presence, corresponding to collaborations with Nature Basket, Kokilaben hospital & different Aplus GT shops in Mumbai, drives its enlargement. Half of its income is derived from offline touchpoints corresponding to kiosks, whereas the opposite half comes by way of its website and mainstream on-line marketplaces. With 24-hour supply doable in main cities, the model ensures that celebrating well being is at all times inside attain.
This collaboration was made doable by way of Past Affect, a brand new platform that permits purpose-driven startups to attach with voices that really imagine of their journey. “We began BeyondInfluence as a result of we imagine in creating partnerships that transcend advertising and marketing—they’re constructed on that means,” states Fiza Malhotra, CMO at BeyondSeed. “Mandira and Wholesome Mithai Co. align on values which can be deeply centered on wellness, affect, and belief. This partnership exemplifies these aligned values and serves as a catalyst for high-impact progress.”
For Wholesome Mithai Co., this isn’t a advertising and marketing marketing campaign, it is a motion. “We’re not right here to promote sweets,” explains Prabhinder Singh, Founder, Wholesome Mithai Co. “We’re right here to alter every day habits. And habits aren’t modified by knowledge alone. Habits change when folks really feel one thing. With Mandira becoming a member of our journey, we aren’t solely including an envoy, we’re including a companion who resonates with this mission deeply too.”
The Wholesome Mithai Co., Mandira Bedi, and BeyondInfluence are collectively crafting a brand new story. A narrative whereby conventional Indian sweets will probably be each aware and magical. A narrative the place heritage and well being stroll aspect by aspect with one another. And most significantly, a narrative whereby each single mouthful of candy is a cause to smile as soon as once more.
Additionally Learn: Mandira Bedi flaunts her ‘newest artwork work’ – a pair of hand-painted sneakers!
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