Healthy Mithai Co has announced actor and fitness enthusiast, Mandira Bedi as its official brand ambassador.

The partnership, grounded in a common purpose and shared belief, aims to support a mission to restore joy to indulgence - free of guilt and sugar.

The company employs plant-based stevia to create mithai that is sugar-free and low on the glycemic index, while retaining the traditional flavours.

The collaboration was made possible through BeyondInfluence, a new platform that enables purpose-driven startups to connect with voices that believe in their journey.  

Prabhinder Singh, founder, Healthy Mithai, 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."

Fiza Malhotra, chief marketing officer, BeyondSeed, added, “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."