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.