Lucknow-based wellness startup Better Nutrition has taken a decisive step toward redefining food transparency in India with the launch of an advanced X-Ray Fluorescence testing system, becoming the first private company in the country to deploy the technology at scale for batch-level food verification.
Backed by Shark Tank India, the biofortified staples brand said the XRF-powered system allows it to analyse nutrient composition and detect contaminants in real time across its entire production cycle. The analyser generates a detailed nutrient profile in under 100 seconds, measuring more than 20 essential elements including iron, zinc, calcium, magnesium, manganese and boron. At the same time, it screens for over 10 potentially harmful heavy metals such as lead, cadmium and mercury.
The move addresses a growing concern among nutrition experts that commonly consumed staples like wheat, rice and pulses now contain significantly lower nutrient density compared to previous decades. Studies have shown declines of up to 70 percent in key micronutrients, contributing to what public health researchers describe as India’s persistent “hidden hunger”.
Founded in 2023 by Prateek Rastogi and Aishwarya Bhatnagar, Better Nutrition focuses on producing everyday staples such as atta, rice, millets and dals that naturally deliver up to twice the nutrient value of conventional alternatives. The company works with more than 20,000 farmers and supports a network of rural micro-entrepreneurs, integrating agronomy practices with scientific testing.
What sets the brand apart is its soil-to-food verification model. Nutrient levels are not merely claimed on packaging but measured and validated for every batch before products reach consumers. According to Rastogi, the technology enables precise tracking of both beneficial minerals and toxic elements, ensuring consistency, safety and accountability at scale.
Industry observers say the use of XRF technology, typically seen in mining or advanced laboratories, signals a shift in how packaged food companies may approach quality assurance in the future. Better Nutrition has drawn early backing from athletes and culinary professionals including PV Sindhu and MasterChef winner Pankaj Bhadouria, underscoring rising investor interest in science-led nutrition brands.
As India grapples with widespread micronutrient deficiencies despite food availability, innovations that link farming, testing and consumption could play a critical role in improving everyday diets.
