From The Economic Times · Ratna Bhushan · · 1m 30s
India's protein boom sparks cafe and brand deals
Major food chains and companies are racing to launch protein products as Indian consumers embrace the trend, despite whey prices surging four-fold.
In brief
Major food chains and companies are racing to launch protein products as Indian consumers embrace the trend, despite whey prices surging four-fold. Protein has shifted from a niche gym supplement to mainstream everyday consumption in India, driving major partnerships and acquisitions across cafes and food brands…
Protein goes mainstream in India
What was once a gym supplement is now a daily habit for millions of Indians. The shift is driving major cafe chains and food brands to launch new protein products.
“What many years back was a supplement taken by gym goers is now a daily habit of millions of Indians”
Chaayos, Tim Hortons, Starbucks launch protein drinks
Chaayos partnered with Wholsum Foods to launch Mille protein teas. Tim Hortons India teamed with Amul for protein coffees, while Starbucks collaborated with SuperYou on protein cold foam.
GLP-1 drugs fuel protein demand surge
Diabetes and weight loss medications like GLP-1 reduce muscle mass and cause weakness, prompting users to increase protein intake. This is accelerating mainstream adoption across India.
“The success of GLP-1 medications in India is another factor driving protein consumption as that reduces muscle mass and leads to a sense of weakness”
India's protein market set to double by 2031
Researcher IMARC valued India's protein market at 15,300 crore rupees in 2025 and projects it will reach 21,000 crore rupees by 2031, despite whey protein prices surging four-fold.
Dairy firms invest in protein capacity
Parag Milk Foods entered protein snacking this month. Milky Mist commissioned a 40-crore rupee plant in Tamil Nadu to make Skyr and Greek yoghurt as demand accelerates.
“High-protein nutrition is moving from a niche preference to an increasingly mainstream consumption trend”
Major acquisitions reshape protein landscape
USV acquired 79 percent of Wellbeing Nutrition for 1,583 crore rupees. HUL bought Oziva, Marico acquired Cosmix, and protein startups Arboreal and Provilac raised major funding rounds.
The bottom line
Protein has shifted from a niche gym supplement to mainstream everyday consumption in India, driving major partnerships and acquisitions across cafes and food brands.
