Mandira Bedi Joins Healthy Mithai Co. as Brand Ambassador to Champion Sugar-Free Sweets for India

Mumbai, 29^th April 2025: Healthy Mithai Co., India's leading sugar-free mithai brand, is delighted to announce 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.

Mandira 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. 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.

"To me, fitness is not merely about the body, it's about balance," she states. "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."

Mandira Bedi 

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. Its expansion is driven by a robust omnichannel presence, such as collaborations with Nature Basket , Kokilaben hospital & other Aplus GT stores in Mumbai. Half of its revenue is derived 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 celebrating health is always within reach.

This collaboration was made possible through BeyondInfluence, 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”. "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

For Healthy Mithai Co., this is not a marketing campaign, it's a movement. "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.

The Healthy Mithai Co., Mandira Bedi, and BeyondInfluence are crafting a new story together. 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.