Healthy Mithai Co., a sugar-free mithai brand, has roped in actor, fitness enthusiast, and entrepreneur Mandira Bedi as its official Brand Ambassador.
This partnership was led by the BeyondInfluence platform, a key brand-building initiative of BeyondSeed, a strategic venture firm headquartered in Singapore that helps early stage startups in India scale from Seed to Series A.
This announcement aims to go far deeper than a celebrity endorsement. It’s about a common purpose and a collective belief. Bedi, respected for her commitment to wellness and living authentically, partnered with Healthy Mithai Co. to support a heartfelt mission to restore joy to indulgence, free of guilt, free of sugar, and free of disconnecting from the cultural soul of mithai.
As per the brand, in India, food is never merely food. It’s a memory, a celebration, a warm experience with loved ones. But for the 10 crore Indians who suffer from diabetes and another 25 crore who are pre-diabetic, those sweet moments are more often accompanied by hesitation and anxiety.
Healthy Mithai Co. was born to redefine that. The company employs only plant-based stevia to create mithai that is fully sugar-free, 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 mission on a personal level to restore happiness to individuals who have had to sacrifice the sweets they enjoy for the sake of their health.
Healthy Mithai Co. is also looking forward with definite ambition. The firm is striving to be among the top three sugar-free alternative brands in India, aiming for revenue of ₹125 crore by the financial year 2027–28.
Bedi resonated with this cause deeply. “To me, fitness is not merely about the body, it’s about balance. I used to celebrate with laddoos and pedas during childhood, but later on, the time came for tough decisions. 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,” she stated.
“We started BeyondInfluence because we believe in creating partnerships that go beyond marketing- they’re built on meaning. 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,” Fiza Malhotra, CMO at BeyondSeed, said.
“We’re not here to sell sweets. 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,” Prabhinder Singh, Founder, Healthy Mithai Co, said.
