Healthy Mithai Co., the main brand of Mithai without sugar in India, is delighted to announce the actor, the enthusiast of fitness and the entrepreneur Mandira Bedi as his official brand ambassador. This partnership was led by the Beyondinfuence platform, a key brand construction initiative of Beyondseed, a strategic venture capital company whose head office is in Singapore which helps startups starting in India on a seed scale to the A series. This announcement aims to go much further than celebrity approval. It is a common goal and a collective belief. Mandira Bedi, respected for her commitment to well-being and authentic life, has teamed up with Healthy Mithai Co. to support a sincere mission to restore the joy of indulgence, without guilt, without sugar and without disconnecting the cultural soul of Mithai. In India, food is never just food. It is a memory, a celebration, a warm experience with relatives. But for the 10 crores of Indians who suffer from diabetes and 25 other crores which are pre-diabetic, these soft moments are more often accompanied by hesitation and anxiety.
Mandira Bedi joins Healthy Mithai Co. as an ambassador of the brand
Healthy Mithai Co. was born to redefine this. The company employs only plant stevia to create Mithai without sugar, low on the glycemic index and filled with traditional flavor. For the founder Prabhinder Singh and the co -founder Deepak Jain, it is not only a company – it is a mission at a personal level to restore happiness to the people who had to sacrifice the candies they enjoy for their health.
Mandira Bedi resonated with this cause deeply. “For me, the physical form is not only on the body, it is a question of balance,” she says. “I used to celebrate with Laddoos and the pedas during childhood, but later, the time came for difficult decisions. Healthy Mithai Co. communicates this emotional emptiness for all of us who want to celebrate without sacrifice. I am honored to be part of something so delicious.”
Healthy Mithai Co. also awaits him with a final ambition. The company strives to be among the three main alternative brands without sugar in India, aimed at revenues from Rs 125 crosses by the 2027-28 financier. A robust omnichannel presence, such as collaborations with Nature Basket, the Kokilaben Hospital and other Aplus GT stores in Mumbai, leads its expansion. Half of his income comes from offline contact points such as kiosks, while the other half goes through its traditional site and online markets. With 24 hours a day, possible in major cities, the brand guarantees that the celebration of health is always at hand.
This collaboration was made possible thanks to Beyond Influence, a new platform which allows startups focused on the objective of connecting with voices that really believe in their journey. “We have started beyond fluence because we believe in the creation of partnerships that go beyond marketing-they are built on the meaning,” said Fiza Malhotra, CMO in Beyondseed. “Mandira and Healthy Mithai Co. align with the values deeply focused on well-being, impact and confidence. This partnership illustrates these aligned values and serves as a catalyst for high impact growth.”
For Healthy Mithai Co., it’s not a marketing campaign, it’s a movement. “We are not here to sell candies,” explains Prabhinder Singh, founder, Healthy Mithai Co. “We are here to change daily habits. And habits are not modified by data alone. Habits change when people feel something. With Mandira joining our trip, we are not only adding an ambassador, we are adding a partner who deeply resonates this mission.”
The Healthy Mithai Co., Mandira Bedi and Beyondinfuence are together to make a new story. A story in which traditional Indian candies will be both aware and magical. A story where heritage and health are walking side by side with each other. And above all, a story in which each bite of sweet is a reason to smile once again.
Also read: Mandira Bedi displays her “last art work” – a pair of hand painted sneakers!
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