My X (Twitter) feed is full of founders, influencers and health-conscious folks asking for the best protein supplement or tips on how to achieve their protein intake of the day.
Here’s why I found this trend interesting – the ‘gym bros’ and bodybuilders are no longer the only ones focusing on protein intake. From working professionals to teenagers, from cafes to home chefs – protein-rich food has suddenly become a priority for everyone.
It’s like we’ve collectively discovered a secret health hack, and everyone’s eager to get in on it.
And these multinationals and startups are stepping up with yoghurt, milkshakes, lassi, protein bars, cereal, bread and even idli batters!
The protein supplement market is booming, and how!
Just this week, Mother Dairy launched Promilk, a high-protein milk. And it is just one of the many protein products that have exploded into the market in the last 12 months.
Brands are transforming protein from a niche supplement to an everyday necessity and wellness solution.
In this newsletter edition, I have delved into the evolution of the protein supplement industry, explored the variety of products available, highlighted key industry players, and examined how Amul is completely disrupting this sector.
Let’s dive in.
India is in the midst of a protein crisis
Indians are finally waking up to a health reality: we’re seriously protein-deficient.
73% of Indians are protein deficient and our per capita protein intake is significantly lower than countries like China, USA, and Canada.
According to the National Sample Survey Office (NSSO), the average daily protein intake per capita in India is approximately 60 grams, far below the global average: United States: 111 grams/day, European Union: 101–114 grams/day and China: 66 grams/day.
This disparity highlights a critical gap in nutritional health that has implications for public health and economic productivity.
Inadequate protein intake can lead to muscle wasting, weakened immunity, and other health issues.
The protein supplement market, however, gives us some hope.
Currently estimated at USD 1.4 billion in 2024, the market is projected to reach USD 1.9 billion by 2029, growing at a steady CAGR (compound annual growth rate) of 6.08%. This growth reflects a significant shift in health consciousness.
A number of factors are driving this change. Rising nutritional awareness, social media narratives, influencer-driven conversations, and innovative protein solutions are collectively reshaping India’s approach to protein consumption.
As awareness grows, more Indians are beginning to prioritise protein in their diets.
The journey from protein deficiency to nutritional empowerment has begun, and it’s a journey worth watching.
The protein landscape in India
Indian grandmothers and mothers have been experts at effortlessly including protein into our diets through traditional sources. Dairy-based proteins have historically dominated the market, complemented by animal-based proteins like eggs, chicken, and fish that are deeply embedded in traditional dietary patterns.
However, the landscape is rapidly evolving. Now, consumers are veering towards protein supplements to achieve their required intake of protein in a day.
Let’s delve into the types of protein supplements in the market right now –
1. Whey protein
Whey protein, which is derived from milk, remains the undisputed leader in the supplement market, commanding substantial trust through its scientifically validated efficacy and decades of marketing. The market numbers reflect the supremacy of whey protein: valued at USD 92 million in 2023, the whey protein market is projected to reach USD 125 million by 2030, growing at a steady 5.08% compound annual growth rate.
Within this segment, Whey Protein Isolate (WPI) has established itself as the premier choice, particularly appealing to individuals who are lactose intolerant.
2. Plant-based protein
Parallel to whey’s dominance, plant-based proteins are seeing significant demand from consumers. Projected to reach USD 184.9 million by 2030 with an impressive 9.3% growth rate, this segment is growing fast.
Soy protein continues to be a market staple while emerging sources like pumpkin seed, spirulina, and pea protein are gaining remarkable traction. Notably, pumpkin seed protein has emerged as the fastest-growing segment, celebrated for its nutritional density and versatility.
Interestingly, the drivers of plant protein adoption in India differ markedly from Western markets. Here, the motivation is not ethics but practicality – consumers are drawn to affordability, digestive considerations, and tangible health benefits. This unique market dynamic suggests that protein brands might find more success by positioning vegan proteins as a ‘premium’ alternative rather than simply marketing them as a digestive-friendly option.
3. Protein bars
With urban lifestyles getting busier, protein bars have gained massive popularity as a portable, high-protein snack with a price range of INR 60 to INR 150 per bar. The Indian protein bar market is rapidly expanding as brands innovate with local flavours and ingredients.
Yogabar, RiteBite, and Max Protein offer bars fortified with whey, pea protein, and nuts, appealing to both fitness enthusiasts and general consumers.
Consumers’ preference for natural ingredients has led to a rise in bars infused with millets, jaggery, and nuts instead of artificial sweeteners and preservatives.
4. Ready-to-drink (RTD) shakes
RTD protein shakes are becoming a go-to solution for those who want quick and easy nutrition without the hassle of mixing powders. Fueled by demand amongst urban professionals and fitness enthusiasts, RTD shakes priced at INR 80- INR 250 per 300ml bottle, are available on quick delivery platforms, increasing their popularity.
RTD shakes are moving beyond the standard chocolate and vanilla flavours to more locally inspired tastes like masala chai and mango lassi, making protein consumption more appealing to the Indian palate. Leading the charge in this space, Amul’s Pro Protein Milk, MuscleBlaze’s Biozyme RTD, and Raw Pressery’s Vegan Protein Milk are offering a diverse range of choices that cater to both dairy and plant-based consumers.
- Protein-enriched foods
Global protein brands emphasise grams per serving and global consumers focus on macros and isolated protein content. But Indians look for complete meals. As more brands realise this, they are innovating with protein-rich food.
Moving beyond traditional protein powders, companies are exploring protein-enriched foods that align with Indian taste buds – from high-protein idli and dosa batters to high-protein rotis.
There are a range of offerings in the market now –
- High-protein dosa and idli batters: Startups like iD Fresh Food and Pluckk have introduced protein-fortified batter made from millets and legumes.
- Protein-rich rotis and atta: Aashirvaad has launched Multigrain Protein Atta, while startups like The Whole Truth and Eatopia are experimenting with functional flours.
- Fortified cereals, pancakes, and yoghurts: Brands like Kellogg’s K Protein, Epigamia Greek Yogurt, and The Protein Bakery are making everyday foods high-protein without changing eating habits.
By focusing on cultural relevance, convenience, and holistic nutrition, brands today are creating a unique ecosystem that goes beyond traditional supplement approaches.
A few observations I have made are –
- Protein consumption is evolving from supplements to integrated nutrition
- Local flavours and traditional formats are driving innovation
- Affordability and accessibility remain critical success factors
How companies are reshaping India’s protein consumption
The rising demand for protein has paved the way for a growing industry of protein-focused companies, ranging from established players to innovative startups. With the top five companies holding 8.02% of the market share in 2023, the market remains fragmented and competitive.
Multinationals in the whey protein space are leveraging their global expertise and resources to cater to the Indian market, offering a wide range of protein ingredients and finished products.
Domestic players are also making their mark on the industry. Companies like Parag Milk Foods Limited and Amul have expanded their product portfolios to capitalize on their existing infrastructure and distribution networks.
Startups, sensing the immense potential of the market, are emerging with innovative products and strategies.
How Amul is disrupting the protein supplements space
Multinational companies and established players have spent years building a market, educating consumers about the importance of protein in fitness, and creating a loyal base. New entrants and D2C startups are innovating and expanding fast in urban India.
But, there’s a disruptor that is completely changing the protein supplement space.
Amul with its line of 15+ protein-based offerings – from high protein buttermilk to high protein lassi, from high protein shakes to whey protein powder, has completely taken the protein supplement space by storm.
Amul’s brand name, size, supply chain strength, and pricing strategy give it a major edge over competitors.
Here’s a glimpse at how Amul is giving a tough fight to other players –
- Affordable pricing: Amul has set a new benchmark with whey protein priced at just INR 2.67 per gram. By leveraging its massive scale and operational efficiency, Amul has leveraged economies of scale to create a pricing model that makes it nearly impossible for competitors to match.
- Strong supply chain: Amul controls its entire production ecosystem. From milk production to processing, the company produces 20 lakh litres of liquid whey daily. Its extensive retail network—spanning over 1 million stores and 400 warehouses across India—provides unparalleled distribution capabilities.
- Product diversification: Amul isn’t targeting just fitness enthusiasts or bodybuilders. Instead, it is democratising protein access for Indians in smaller towns, rural areas, and lower-income segments who previously had limited protein supplement options. By integrating protein into familiar, everyday Indian foods like chaas, lassi, and milk, Amul removes the barrier of habit change. Consumers can now boost their nutrition without altering their existing dietary patterns.
Amul’s protein products signal a significant shift in the protein supplement market. Competing startups and multinational companies will need to innovate rapidly, find unique differentiators, and rethink their strategies to carve out their market space.
India’s big push for alternative proteins: A multi-billion dollar opportunity
While this newsletter focuses on protein supplements, the alternative protein space (or smart protein as it is termed in India) is also booming.
The alternative protein sector, which includes plant-based, cultivated, and fermentation-derived proteins, presents a massive economic opportunity. By 2030, the total market potential (including exports) is estimated to be between USD 1.4 to 3.8 billion.
Recognising this potential, the Department of Biotechnology has stepped in under its BioE3 policy, funding research to develop smart proteins that replicate the taste and texture of conventional proteins while being derived from sustainable sources like plants, microorganisms, and lab-grown animal cells.
Our Government is also actively collaborating with organisations like Good Food Institute India (GFI India) to propel the growth of the smart protein sector. Regulatory support is also strengthening, with the Food Safety and Standards Authority of India (FSSAI) working on approvals and frameworks for plant-based and fermentation-derived protein products.
With a strong policy push, regulatory backing, and affordability-driven programs like Bharat Dal and Jan Aushadhi, the Indian government is ensuring that not just urban Indians, but Bharat too, moves towards a healthier, more protein-conscious future.
Challenges in the industry
As the demand grows and innovation and product offerings increase, the protein industry needs to iron out the challenges –
Authenticity: Counterfeit products with substandard ingredients, inaccurate labelling, and potential contaminants are abundant in the market. These seriously undermine consumer trust and pose health risks. This is a major concern, especially in the health industry and requires a multi-stakeholder approach involving industry, regulators, and law enforcement to ensure product authenticity and protect consumer interests.
Affordability barrier: Protein supplements remain a luxury for many, creating a nutritional divide that mirrors broader socioeconomic disparities. The industry must innovate not just in formulation, but in making essential nutrition accessible to all. The good news is that, with Amul at the forefront, brands are creating products across price ranges.
Literacy and awareness: When it comes to health, awareness is the first step. Not just health-conscious folks, but everyone needs to understand the importance of protein in their diets. While awareness is increasing, industry players, healthcare professionals, and government agencies have a shared responsibility in disseminating accurate information and promoting responsible consumption practices.
In summary
India’s protein supplement market is having its moment in the spotlight!
And, it’s a win-win situation for us consumers and companies in this space.
For all of us who are conscious about our health, we can actively own the narrative when it comes to our protein intake. From pocket-friendly protein powders starting at INR 300 to premium, scientifically formulated supplements at INR 3,000, the market offers a spectrum of options that cater to every budget. A college student, a working professional, an athlete, or a health-conscious senior citizen — there’s a protein solution tailored for everyone.
Beyond price points, this diversity extends to taste, dietary preferences, and specific nutritional needs. Plant-based options for vegans, whey proteins for muscle builders, low-carb formulations for weight watchers – the choices are abundant.
For businesses, the market is abundant with opportunities to create, experiment, and scale. Traditional ingredients meet cutting-edge nutritional science. Local flavors blend with global health trends. A startup can disrupt the market with a unique formulation, while established players can leverage their research and distribution networks.
The protein revolution is here. And it’s just getting started.
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