Mumbai: Healthy Mithai Co., a sugar-free mithai brand, has announced the onboarding of actor, fitness icon, and entrepreneur Mandira Bedi as its official Brand Ambassador. The collaboration was facilitated by BeyondInfluence, a purpose-driven brand-building platform by BeyondSeed, a Singapore-headquartered strategic venture firm focused on scaling early-stage startups in India.
More than just a celebrity endorsement, this partnership is rooted in a shared vision—to make traditional Indian sweets more accessible to those seeking guilt-free indulgence. With over 10 crore Indians living with diabetes and another 25 crore classified as pre-diabetic, Healthy Mithai Co. is on a mission to reimagine the role of mithai in everyday life.
The brand offers mithai made exclusively with plant-based stevia, ensuring products are completely sugar-free, low on the glycemic index, and rich in authentic flavor. For Prabhinder Singh and Deepak Jain, founders of Healthy Mithai Co., this mission is deeply personal. Their goal is to bring joy back into celebrations for those who often forgo sweets due to health concerns.
Mandira Bedi, known for her advocacy of fitness and mindful living, resonated with this cause. She shared, “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.”
Looking ahead, the company is targeting revenue of ₹125 crore by FY 2027–28 and aspires to be among India’s top three sugar-free alternative brands. With a balanced omnichannel strategy, the brand is growing through partnerships with Nature’s Basket, Kokilaben Hospital, and other premium outlets in Mumbai. Today, 50% of its revenue stems from offline kiosks, with the rest driven through its website and leading e-commerce platforms. In major metros, the brand also guarantees 24-hour delivery.
This meaningful alignment was orchestrated by BeyondInfluence, a platform that connects startups with influencers and ambassadors who share their core values. Fiza Malhotra, CMO at BeyondSeed, said, “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.”
Prabhinder Singh, Founder, Healthy Mithai Co., emphasized, “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.”
As the brand, its new ambassador, and its growth partners work together, Healthy Mithai Co. is rewriting the narrative of indulgence in India—making it healthier, more inclusive, and just as celebratory.
