Protein powers new launches for dairy and snacking companies

Nearly 70-80% of Indians fail to meet their daily protein requirements, according to Mother Dairy

- Suneera Tandon

India is witnessing a surge in demand for protein-enriched foods and beverages, prompting major dairy players like Amul and Mother Dairy, companies such as Parag Foods, and startups like Yoga Bar to actively pursue this segment.

Companies cited greater demand for such products in urban areas and consumer awareness as driving growth for protein-enriched products in India. Indians, in general, face high protein deficiency. A very small percentage of the population consumes adequate protein in their daily diet. Children and women are particularly vulnerable to protein deficiency.

The entry of larger players is set to drive down prices and improve access to such products, said companies.

Mother Dairy recently launched Pro Milk in Delhi-NCR, a protein-enriched milk in pouch format. It offers 30% more protein than regular milk and is priced at ₹70 per litre, slightly higher than their full-cream milk at ₹68 per litre.