India's protein deficiency encourages small brands to join the race

As protein takes center stage in the Indian diet, a new crop of startups is emerging to meet surging demand—with investors lining up to back what could be the next generation of consumer health brands.

- Sowmya Ramasubramanian

Among them is Noida-based Be Brawn, which makes a protein-infused water and is in advanced talks to raise its pre-seed round, according to two people familiar with the development. Pune-based Naturaltein, a seller of protein powders and supplements, is also under active evaluation by early-stage venture firms, the people said. Naturaltein did not respond to requests for comment. Be Brawn co-founder Aditya Rahul confirmed the fundraising. "We have been in touch with investors for our debut round of funding. We expect to reach the final stages of a transaction soon," Rahul said. The investor interest stems from a broader nutritional gap: India lags far behind other countries on protein consumption. In 2021, India's daily per capita protein supply stood at 70.5 gm—well below China's 124.6 gm and the US's 124.3 gm, according to the UN's Food and Agriculture Organization. A 2024 survey by market research firm IMRB found that over 90% of Indians are unaware of their daily protein needs, and 73