Mandira Bedi Teams Up with Healthy Mithai Co. as New Brand Ambassador
Healthy Mithai Co., a prominent sugar-free mithai brand in India, has appointed actor and fitness advocate Mandira Bedi as its official Brand Ambassador. This collaboration, facilitated by the BeyondInfluence platform, aims to promote a shared mission of guilt-free indulgence in traditional sweets. With a focus on health and wellness, the partnership seeks to address the concerns of millions of Indians who struggle with diabetes and pre-diabetes, allowing them to enjoy mithai without compromising their health.
Mandira Bedi’s Commitment to Wellness
Mandira Bedi, known for her dedication to fitness and healthy living, has expressed her enthusiasm for this partnership. She emphasizes that fitness extends beyond physical appearance; it encompasses a balanced lifestyle. Reflecting on her childhood memories of celebrating with traditional sweets like laddoos and pedas, Bedi acknowledges the emotional connection many have with these treats. She believes that Healthy Mithai Co. fills a significant gap for those who wish to celebrate special moments without sacrificing their health. “I’m honored to be a part of something so meaningfully delicious,” she stated, highlighting her alignment with the brand’s mission.
Healthy Mithai Co.’s Vision and Growth Plans
Founded by Prabhinder Singh and Deepak Jain, Healthy Mithai Co. aims to redefine the experience of enjoying sweets. The company utilizes plant-based stevia to create sugar-free mithai that is low on the glycemic index while retaining traditional flavors. This initiative is not merely a business venture for the founders; it is a personal mission to bring joy back to those who have had to forgo sweets for health reasons. The company has ambitious plans to become one of the top three sugar-free brands in India, targeting a revenue of Rs 125 crore by the financial year 2027-28. Their strategy includes a robust omnichannel presence, with partnerships with various retailers and a strong online marketplace, ensuring that health-conscious consumers can easily access their products.
BeyondInfluence: A Platform for Meaningful Partnerships
The collaboration between Mandira Bedi and Healthy Mithai Co. was made possible through BeyondInfluence, a platform designed to connect purpose-driven startups with influential voices. Fiza Malhotra, CMO at BeyondSeed, which oversees BeyondInfluence, stated that the initiative aims to create partnerships that transcend traditional marketing. She noted that the shared values of wellness, impact, and trust between Bedi and Healthy Mithai Co. exemplify the essence of this collaboration. The partnership is seen as a catalyst for significant growth, aligning with the brand’s mission to promote healthier eating habits.
A Movement Towards Healthier Indulgence
For Healthy Mithai Co., this partnership is more than just a marketing strategy; it represents a movement towards changing daily habits around sweets. Founder Prabhinder Singh articulated that the goal is not merely to sell sweets but to foster a cultural shift in how people perceive indulgence. By bringing Mandira Bedi on board, the brand is not just gaining an ambassador but a partner who genuinely resonates with their mission. Together, they are crafting a narrative where traditional Indian sweets can be both mindful and magical, allowing heritage and health to coexist harmoniously. This collaboration aims to ensure that every bite of mithai brings joy and a reason to smile, reinforcing the cultural significance of these beloved treats.
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