India’s fast-moving consumer goods companies are steadily reshaping their portfolios around protein, turning what was once a niche, gym-led category into a mass consumption play. The shift comes as companies respond to a widening gap between recommended intake and actual consumption, while trying to embed protein into everyday diets rather than position it as a supplement.

For dairy major Amul, the move is less a pivot and more an extension of its core. The company processes about 350 lakh litres of milk daily, with milk itself containing around 3% protein. “By DNA and the core business, we are a protein company,” said Jayen Mehta, managing director, Amul. The cooperative reported a turnover of about ₹1 lakh crore this year.

Amul’s strategy has focused on extracting whey, a byproduct of cheese production, and converting it into accessible formats. “What we did different was to convert it into products which you consume in your daily life,” Mehta said. Its portfolio now spans high-protein buttermilk with 15 grams of protein priced at ₹25, beverages with up to 20 grams, and newer offerings such as protein-rich atta and snacks. The company has built around 20 SKUs in the category and continues to expand.

The emphasis, Mehta said, is on widening the consumer base. “It is not to be treated as a supplement, it is your food,” he added. Amul leans heavily on its direct-to-consumer channel for protein products. Nearly 90% of its protein business currently comes through its own platform, supported by 15 distribution centres and over 50 lakh monthly active users.

The Indian protein market is already valued at over $1.6 billion and is expected to cross $2.2 billion by 2030. Yet, a large part of the population still does not meet daily protein requirements. So, the gap remains huge. 

From awareness to adoption

“What’s driving growth is not just awareness, but a clear shift in behaviour,” said Akshali Shah, executive director at Parag Milk Foods. “Protein is moving from being a fitness-led supplement to becoming part of everyday diets.” Products aligned with existing eating habits are seeing faster adoption, she noted. 

The Indian Council of Medical Research recommends that an average adult consume about 60 grams of protein per day. But urban India’s median intake stands at just 37 grams, underscoring a significant shortfall. That gap is now pushing companies across dairy, staples, snacks and beverages to rethink product formats and pricing.

Parag Milk Foods has been building its play through Avvatar, part of its new-age business segment, which also includes Pride of Cows. The segment now contributes about 9% to overall revenue, up from 3% in FY23. In Q3 FY26, it crossed ₹100 crore in quarterly revenue for the first time, growing 123% year-on-year. The Avvatar brand itself has grown nearly sixfold in the first nine months of FY26 compared to the same period in FY23.

Mother Dairy, too, is scaling up its protein play as part of its health and nutrition strategy. “The opportunity in protein-led categories is significant, driven by increasing awareness around health, wellness, and protein deficiency,” said Jayatheertha Chary, managing director, Mother Dairy.

Milk and milk products, he noted, are well placed to address this need. “Our approach is centred on democratising protein consumption through convenient, everyday products that integrate seamlessly into existing habits without compromising on taste,” Chary said. The company entered the segment last year with Promilk, a high-protein poly pack milk, and is now expanding its ‘Pro’ range with products such as high-protein curd and paneer.

This shift towards familiar formats is key to unlocking demand. Packaged food major ITC Ltd is also expanding its presence in protein-rich foods through brands such as Aashirvaad, Right Shift and Yoga Bar. The company expects its health-focused portfolio, particularly protein-based foods, to play a significant role in future growth as consumer preferences evolve. 

The focus of the company is to democratise protein products and make them affordable for consumers. “Health is one of the fastest-growing segments, and we are closely monitoring the emerging consumer needs in this space,” executive director Hemant Malik told PTI during an interaction.

Britannia too has entered the space with high-protein bread, biscuits and ready-to-drink offerings. During a post-quarter investor call in November, vice chairman Varun Berry confirmed plans to launch protein drinks in a ready-to-drink format. However, he drew a line at whey supplements. “At this stage, we are not able to produce the quality of whey that goes into whey powders,” he said.

A large but underdeveloped market

Despite the surge in interest, consumption patterns point to a market that is still evolving. Government data shows that average daily per capita protein intake has increased only marginally over the past decade, rising from 60.7 grams to 61.8 grams in rural areas and from 60.3 grams to 63.4 grams in urban areas between 2011-12 and 2023-24.

More importantly, the quality of protein intake remains uneven. Nearly half of India’s at-home protein consumption comes from cereals such as rice and wheat, according to a study by the Council on Energy, Environment and Water. While Indians consume an average of 55.6 grams of protein per day at home, cereals alone account for close to 50% of this intake despite their lower amino acid quality and digestibility.

This imbalance is where companies see a long runway for growth.

Moreover, the opportunity for premiumisation is immense. A basic product priced at ₹20 can be repositioned as a high-protein or healthier alternative and sold at ₹30 or ₹40, widening margins without fundamentally changing consumption habits. The shift works because consumers are increasingly willing to pay a premium for products perceived as better for their health. Companies are able to drive higher realisations from existing categories.

The logic for Amul is to avoid confusion with its mass-market portfolio while targeting a more informed consumer base. At the same time, pricing remains critical. “At a similar price point of a regular product, if Amul offers a high-protein variant, the growth opportunities are endless,” Mehta said.

Make protein affordable, integrate it into everyday foods, and scale distribution and growth. As Chary put it, the focus is on products that fit seamlessly into existing diets. That approach, combined with sustained consumer education, is likely to determine how quickly protein moves from awareness to habit.