Amul is spearheading the push with a variety of products, including whey protein-fortified beverages and ready-to-drink protein shakes. According to R.S. Sodhi, President of the Indian Dairy Association, there’s a sharp uptick in demand for dairy-based protein, particularly in accessible formats. Danone is also expanding its Protinex brand with newer SKUs and a focus on e-commerce and offline retail. The aim is to normalize protein consumption across income segments, rather than market it solely as a premium health trend.

Meanwhile, startups like Milk Mantra and NutriMoo are joining the revolution with products like protein-rich Greek yoghurt and lab-tested fortified milk. MuscleBlaze, with its BodyFuel range and Protein Bars, is capitalizing on India’s fitness boom, targeting not only gym-goers but also children and the elderly. The key lies in offering scientifically backed, affordable products that blend seamlessly into traditional diets.

Retailers and nutritionists agree: India’s shift from carb-heavy meals to protein-balanced nutrition is real and accelerating. Experts emphasize that integrating protein into familiar foods—like paneer, dahi, and buttermilk—could unlock wide-scale nutritional impact without alienating culturally rooted diets. Marketing efforts now focus more on education and transparency than celebrity endorsements or hype.