Healthy Mithai Co., a prominent sugar-free sweets brand in India, has announced that actor and fitness enthusiast Mandira Bedi will be its new Brand Ambassador. This partnership, facilitated by the BeyondInfluence platform, aims to do more than just promote a product; it focuses on a shared mission to bring joy back to indulging in traditional sweets without the guilt.
Mandira Bedi is admired for her dedication to wellness, and her collaboration with Healthy Mithai Co. emphasizes the importance of enjoying mithai—sweets that hold a special place in Indian culture—without compromising health. For many Indians, particularly those with diabetes or pre-diabetes, enjoying sweets often comes with worry and apprehension.
Healthy Mithai Co. aims to transform this experience by utilizing plant-based stevia to create sugar-free mithai that retains the flavors of traditional sweets. For founders Prabhinder Singh and Deepak Jain, this venture is not just business; it’s a personal mission to help those who miss out on sweets due to health concerns.
Mandira deeply connects with this cause, saying, “To me, fitness is not merely about the body; it’s about balance. I used to celebrate with sweets but had to make tough choices later. Healthy Mithai Co. fills that emotional void for anyone wanting to celebrate without sacrificing taste.”
The company is ambitious, targeting to rank among the top three sugar-free brands in India with a revenue goal of ₹125 crore by the fiscal year 2027–28. Their strategy includes partnerships with notable stores and hospitals, ensuring that their products are accessible both online and offline, with quick delivery options in major cities.
BeyondInfluence, the platform that enabled this collaboration, focuses on meaningful partnerships that go beyond mere marketing. CMO Fiza Malhotra states, “We believe in creating partnerships based on shared values of wellness and trust.” The collaboration with Mandira and Healthy Mithai Co. embodies this approach.
Prabhinder Singh noted that this initiative is more than a marketing effort; it’s about changing daily habits. With Mandira joining their journey, they’re not just gaining an ambassador but a partner who fundamentally aligns with their mission.
Together, Healthy Mithai Co., Mandira Bedi, and BeyondInfluence are crafting a narrative where traditional Indian sweets can be enjoyed mindfully, bringing together heritage and health. Each sweet created promises to give people a reason to smile again.
