It wasn’t long ago that protein was the quiet macro in your diet, calculated, tracked, and tucked away in the world of gym bags and calorie counters. But not anymore. In 2025, protein isn’t just part of your plate; it’s on your feed, in your mid-meeting snack drawer, and lining supermarket shelves from Mumbai to Mangalore.
India’s food industry is witnessing a full-blown protein takeover, and it’s not just driven by fitness buffs, it's a mix of rising health awareness, shifting lifestyles, and serious celebrity power.
The numbers are lifting heavy. India’s protein-enriched food market is currently valued at $1.5 billion and projected to touch $2 billion in the next five years, growing at a compound annual growth rate (CAGR) of 6.5%.
That momentum is reflected in the snack aisle, where protein isn’t just a buzzword, it’s a business strategy. From high-protein rotis and cookies to fortified idli mixes and even protein water, the Indian market is embracing functional foods with full force. And this isn’t happening in isolation. With over two-thirds of Indian households reportedly protein deficient, demand is meeting necessity. Healthier snacking has shifted from niche to norm.
Chandramouli, CEO of TRA Research, agrees that the awareness gap is slowly closing, but the challenge is far from over. “Protein is no longer viewed as a supplement just for athletes, it’s now seen as essential for everyday health. But with 73% of Indians protein deficient and over 90% unaware of their daily requirement, misconceptions persist,” he explains.
Start-ups have emerged as frontrunners in this movement. More than 113 Indian companies have launched protein-forward products since 2020, experimenting with everything from fermented proteins to plant-based alternatives.
Yoga Bar, one of the market’s leading names, has seen protein products grow to 30% of its total portfolio, doubling its offerings over the past decade. Dairy giant Amul isn’t far behind, having rolled out protein-enhanced lassi, curd, buttermilk, and more, clearly signalling that India’s most traditional staples are also getting a protein upgrade.
But what truly sets this moment apart is its cultural visibility. Protein is no longer a background nutrient, it’s a brand. And celebrities are stepping in to back it. Ranveer Singh co-founded SuperYou, India’s first protein wafer bar brand, which now also sells multigrain protein chips and coffee-flavoured wafers. Meanwhile, Khloé Kardashian launched Khloud, a protein popcorn brand boasting over three times the protein of traditional varieties, aimed at turning everyday snacking into a muscle-friendly ritual.
Beyond ownership, brand endorsements are fuelling the trend. Bollywood stars Siddharth Malhotra and Kiara Advani are the faces of Happilo, a brand focused on protein-rich dry fruits and roasted snacks. Anushka Sharma partnered with Slurrp Farm to promote their millet-based snacks, which target protein-conscious parents looking for better options for their kids. Rahul Dravid, India’s eternal Mr Dependable, brings credibility to Farmley, a brand elevating dry fruits through protein innovation. And actor Kartik Aaryan lends star appeal to RiteBite Max Protein, one of India’s first movers in the protein bar space. These collaborations signal more than just celebrity influence, they reflect a broader shift in perception.
While celebrities bring sparkle and attention, some industry leaders argue that real change needs to go deeper. Sandeep Goyal, Chairman of Rediffusion, believes that the protein crisis in India calls for a more structured, public-facing awareness campaign. “Protein insufficiency in our Indian food habits needs a wider encompassing awareness campaign, like AMFI for mutual funds or the National Egg Coordination Committee,” he says.
“Brand campaigns are often piece-meal and commercially driven. Protinex, for instance, has been advocating daily protein supplementation for years, but has only scratched the surface. We need something more like the iconic egg campaign, or even Popeye’s legendary push for spinach, a unifying, national narrative that gets everyone talking about protein. Only then can individual brands find meaningful traction.”
Chandramouli adds that while celebrities play a vital role in normalizing protein consumption and making it aspirational, the most successful brands are those that “translate science into lifestyle” through clear, benefit-led messaging and minimalist packaging.
Snackible is another popular name, offering clean and creative snacks like ragi chips, almond cookies, and quinoa puffs, designed especially for working professionals and young snackers. The Whole Truth has carved out a loyal following with its no-nonsense, clean-label protein bars made from dates, nuts, whey, and nothing artificial, ideal for people who read every ingredient list. Nourish Organics focuses on plant-powered snacks with wholesome ingredients, offering protein-packed cookies and cereals that cater to both indulgence and nutrition.
Protein is now mainstream, accessible, and culturally relevant. No longer confined to the gyms or niche diet plans, it’s entering homes through ready-to-eat snacks, breakfast cereals, fortified dairy, and pantry staples. This is a transformation powered as much by data as by demand. According to market estimates, the Indian healthy snacks segment is expected to grow from $3.84 billion in 2023 to $6.43 billion by 2030, with protein products leading the charge.
At the heart of it all is a changing lifestyle narrative. With the rise of remote work, corporate wellness programs, and increased health awareness post-COVID, consumers are actively seeking snacks that deliver both taste and function. Protein bars, once an imported luxury, are now an office pantry staple. Snacks like roasted makhana, lentil chips, and protein cookies are replacing sugary, fried options across demographics. It’s a movement fuelled not just by muscle goals, but by daily convenience, chronic health concerns, and the influence of digital wellness culture.
As for longevity, Chandramouli believes the protein trend is here to stay. “It’s becoming a fundamental dietary shift, not just a passing health fad,” he says. “But sustaining that shift depends on access, education, and busting myths around overconsumption.” For emerging brands trying to make their mark, he advises clarity and authenticity: “A clear functional promise, clean ingredients, and emotional relevance, those are the cornerstones for staying power in a crowded space
India’s snack shelves are being reshaped by innovation, nutrition, and a dose of pop culture. And while the obsession with protein may seem like too much too soon, the numbers suggest otherwise. In a country balancing tradition with transformation, there may be no such thing as whey too much.
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