Healthy Mithai Co., India’s Leading Sugar-Free Mithai Brand, Announces Mandira Bedi as Brand Ambassador
India’s leading sugar-free mithai brand, Healthy Mithai Co., is thrilled to announce Mandira Bedi as its official Brand Ambassador. This partnership, led by BeyondInfluence, a key brand building initiative of BeyondSeed, a strategic venture firm based in Singapore, aims to go beyond a celebrity endorsement and foster a common purpose and collective belief.
Mandira Bedi, renowned for her commitment to wellness and living authentically, has partnered with Healthy Mithai Co. to support a heartfelt mission: to restore joy to indulgence, free from guilt, sugar, and disconnecting from the cultural soul of mithai. In India, food is more than just food; it’s a memory, a celebration, and a warm experience shared with loved ones. However, for the 10 crore Indians suffering from diabetes and another 25 crore who are pre-diabetic, those sweet moments are often accompanied by hesitation and anxiety.
Healthy Mithai Co. was born to redefine what it means to enjoy sweets without compromising health. The company uses only plant-based stevia to create sugar-free mithai that is low on the glycemic index and packed with traditional flavor. For founder Prabhinder Singh and Co-Founder Deepak Jain, this is not just a business; it’s a personal mission to restore happiness to individuals who have had to sacrifice the sweets they enjoy for their health.
Mandira Bedi resonated deeply with this cause. "Fitness is not just about the body; it’s about balance," she states. "I used to celebrate with laddoos and pedas during childhood, but later, tough decisions came. Healthy Mithai Co. is filling that emotional void for all of us who wish to celebrate without sacrifice. I’m honored to be a part of something so meaningfully delicious."
Healthy Mithai Co. is also looking forward to this collaboration with definite ambition. The firm aims to be among the top three sugar-free alternative brands in India, aiming for revenue of Rs 125 crore by the financial year 2027-28. A robust omnichannel presence, including collaborations with Nature Basket, Kokilaben hospitals, and other Aplus GT stores in Mumbai, drives its expansion. Half of its revenue comes from offline touchpoints such as kiosks, while the other half comes through its site and mainstream online marketplaces. With 24-hour delivery possible in major cities, the brand ensures that celebrating health is always within reach.
This collaboration was made possible through Beyond Influence, a new platform that enables purpose-driven startups to connect with voices that actually believe in their journey. We started BeyondInfluence because we believe in creating partnerships that go beyond marketing—they’re built on meaning, states Fiza Malhotra, CMO at BeyondSeed. "Mandira and Healthy Mithai Co. align on values that are deeply centered on wellness, impact, and trust. This partnership exemplifies these aligned values and serves as a catalyst for high-impact growth."
For Healthy Mithai Co., this is not a marketing campaign; it’s a movement. "We’re not here to sell sweets," explains Prabhinder Singh, Founder, Healthy Mithai Co. "We’re here to change daily habits. And habits are not changed by data alone. Habits change when people feel something. With Mandira joining our journey, we are not only adding an ambassador, we are adding a partner who resonates with this mission deeply too."
The Healthy Mithai Co., Mandira Bedi, and BeyondInfluence are together crafting a new story. A story wherein traditional Indian sweets will be both mindful and magical. A story where heritage and health walk side by side with each other. And most importantly, a story wherein every single mouthful of sweet is a reason to smile once again.
Also Read: Mandira Bedi flaunts her latest art work – a pair of hand-painted sneakers!
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