Mandira Bedi Joins Healthy Mithai Co. as Brand Ambassador to Promote Sugar-Free Indian Sweets

Healthy Mithai Co. has announced that actor and fitness advocate Mandira Bedi will join the brand as its official ambassador. This collaboration, facilitated by BeyondInfluence, marks a shared purpose between the brand and Bedi—encouraging the celebration of traditional Indian sweets through sugar-free alternatives.

Healthy Mithai Co. was established with the aim of providing sugar-free sweets that do not compromise on traditional flavour. Using only plant-based stevia, the brand creates products that are sugar-free, low on the glycaemic index, and suitable for individuals seeking mindful choices—including the 10 crore Indians diagnosed with diabetes and the estimated 25 crore who are pre-diabetic.

Mandira Bedi joins the brand to support its message of balance and health-conscious celebration. The brand’s sweets, including laddoos and pedas, are designed to help consumers reconnect with festive traditions while managing their health needs.

Founded by Prabhinder Singh and Deepak Jain, Healthy Mithai Co. operates through an omnichannel strategy. Approximately half of its revenue comes from offline points of sale, such as kiosks and retail partnerships with stores including Nature’s Basket and Kokilaben Hospital. The remaining half is derived from direct-to-consumer platforms, including its own website and leading online marketplaces. The brand offers 24-hour delivery across major Indian cities.

Healthy Mithai Co. aims to be among the top three sugar-free alternative brands in India and is targeting a revenue of ₹125 crore by the 2027–28 financial year.

This brand partnership was made possible by BeyondInfluence, a platform developed by BeyondSeed, a Singapore-based strategic venture firm. The platform focuses on creating purpose-driven collaborations between startups and public figures who connect with the values behind the products.

Healthy Mithai Co. positions this development not as a campaign, but as part of a broader effort to encourage more inclusive and accessible sweet options that honour both health and heritage.