Engineered to meet clean-label consumer preferences, the newly introduced product line is non-fried, manufactured without palm oil or added sugar, and contains zero artificial preservatives. Formulated in popular regional profiles including Magic Masala and Pudina, each 30-gram pack delivers 10 grams of protein at a retail price point of ₹60. By achieving a 33% protein concentration in an ambient, popped format, Parag aims to capture urban professionals, fitness enthusiasts, and younger demographics seeking convenient, functional alternatives to traditional starch-heavy savory snacks.

The product expansion leverages Parag Milk Foods’ domestic whey processing infrastructure at its Manchar manufacturing complex in Maharashtra. As one of India’s earliest commercial manufacturers of native whey protein derived directly from fresh cow’s milk during cheese production, the company maintains a structural supply-side advantage over competitors reliant on imported protein concentrates. Repurposing liquid cheese whey into high-value functional food ingredients enables Parag to maximize component milk realization and capture higher gross margins across its integrated dairy processing value chain.

To drive consumer adoption and volume velocity, Parag is executing an omnichannel distribution rollout that heavily emphasizes quick-commerce delivery networks. In addition to its dedicated direct-to-consumer (D2C) web portal, Avvatar Popped Chips are being placed across modern trade supermarkets, automated institutional vending kiosks, and select general trade grocery outlets. Rapid 10-to-15-minute quick-commerce fulfillment has emerged as a primary sales corridor for impulsive, health-conscious snacking across tier-1 and tier-2 metropolitan hubs in India.