Daybreak Inside India’s $1.5 billion protein fetish
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Jun 4, 2025 Protein is taking over India's food scene, reaching beyond gym enthusiasts to everyday meals. Dive into the billion-dollar boom driven by a protein-deficient population and savvy marketing. Yet, many products hide additives and misleading claims behind enticing labels. The rise of health-conscious startups reveals the complex relationship between consumption and misinformation. Curious about the real benefits versus clever packaging? This exploration uncovers the genuine impact of this so-called health revolution.
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Urban India's Protein Craze
- Arches, a 22-year IT professional, keeps protein tubs in his Bangalore PG fridge despite not being a gym person.
- This reflects a broader urban Indian trend where everyday foods now boast high protein content to appeal to health-conscious consumers.
India's Protein Deficiency Opportunity
- Nearly two out of three Indian households suffer from protein deficiency, especially in predominantly vegetarian states.
- Food brands have seized this gap, launching over 100 protein-focused startups since 2020 across various protein types.
Protein Market Attracts Big Players
- Major brands like Amul have entered the protein market, expanding from dairy to protein-rich products like lassi, curd, and even kulfi.
- Investments in Indian protein startups surged recently, highlighting strong market confidence and growth potential.