Central to Akshayakalpa’s aggressive growth plan is addressing India’s protein deficiency, a condition estimated by the Indian Market Research Bureau to affect over 75% of the population. The company views milk, due to its high consumption frequency and accessibility, as the ideal vehicle for nutritional improvement. Its initial success is already heavily dependent on this product category, with milk sales currently accounting for nearly two-thirds (65%) of its total business revenue.

This protein-centric strategy was marked by the launch of a new high-protein milk, the company’s first major product rollout in nine years. The tetra-pack beverage delivers a substantial 25 gm of protein in a 250 ml serving, positioning it as a direct and easy-to-use alternative to traditional whey protein powders and supplements. This move places Akshayakalpa in direct competition with high-protein offerings already established by major industry players, including Amul, Mother Dairy, and Country Delight, highlighting a key battleground in the value-added dairy space.

Despite its current smaller scale compared to giants like Amul or established private firms like Hatsun Agro and Heritage Foods, Akshayakalpa commands a distinct brand premium due to its strong organic dairy positioning. For instance, its organic pasteurized cow milk retails for ₹42 per half-litre, significantly higher than the ₹24 price point for a comparable toned milk from the Karnataka Milk Federation’s Nandini brand. This premium pricing model—shared by peers such as Sid’s Farm and iD Fresh—demonstrates the robust consumer demand for specialized, premium-quality dairy products in urban markets.