Like many vegetarians, Arihant Kumar, CEO, Accredo Pharma Science, struggled to get an adequate amount of protein in his daily diet. It was only when he consciously began planning his meals to include both high-protein vegetarian options, such as paneer, dal, and yoghurt, as well as a supplement, did he consistently began meeting his protein target of around 90-100 grams a day. This decision, however, has been transformational, enabling him to lose fat, gain muscle and recover more effectively. After all, “muscle needs protein to grow,” says Arihant.
Unlike Arihant, a vast majority of Indians do not consume the recommended 0.8-1.2 grams of protein per kilogram of body weight per day, due to cultural preferences, the steep cost of protein-rich foods, personal taste, or simply a lack of awareness about the importance of protein. “Around 73% of Indians are protein-deficient,” agrees Aditi Mammen Gupta, who co-founded the plant-based protein powder brand Origin Nutrition with her husband Chirag Gupta. “Even if someone says they are non-vegetarian, if you actually get into the details, they’re only eating meat twice a week. They’re not actually getting enough protein.”
On the positive side, however, the awareness about this critical macronutrient has been slowly growing in India. “We have a long way to go, but definitely the mindset is changing,” she says, pointing out that more and more players are now entering the market.“ Going by a recent report published by market research firm, Mordor Intelligence, she could be right. According to this report, India’s protein industry is estimated to be worth $1.52 billion in 2025 and is projected to grow to $2.08 billion by 2030. “The protein industry in India is experiencing a significant transformation driven by changing consumer preferences and dietary habits,” the report claims, pointing out that this change is being driven by a lot of innovation.
If you’ve not been living under a rock the last few years, you must have spotted at least a few of these protein-boosted products, of course, whether it be cereal, dosa batter, fried snacks, bread, flour, kulfi, and pasta. The latest addition to a constantly growing list is McDonald’s new India Protein Plus Range, which allows you to enhance your meal with a plant-based protein slice made from soy and pea protein, adding approximately five extra grams of the macronutrient to your diet. According to the spokesperson of McDonald’s, who prefers not to be named, the product was inspired by consumers being more aware of the importance of protein than ever before. “We have observed that people of all ages are thinking about it,” they say.
Nutritionist and wellness coach Gayatri Chona, co-founder, Phab, a Mumbai-headquartered company that offers a range of high-protein products, including whey, protein bars, pre-mixed protein shakes, and even a savoury bhel bar, agrees. “Today, families are reading labels, comparing protein per serving, and asking for balanced macros,” she says, a sentiment echoed by Richa Kumar, operations head, Skyrrup, a functional dairy brand that offers high-protein cottage cheese, instant protein premixes, Greek yoghurt, and Icelandic Skyr. “People are realising that we often fall short on protein in our daily diets, especially vegetarians. There’s more awareness now that protein isn’t just for bodybuilders — it’s for everyday strength, immunity, and even clearer thinking,” she feels.
This is certainly a positive trend. According to a new study by the Indian Council of Medical Research (ICMR), the average Indian diet is heavily tilted towards carbohydrates and worryingly low in protein, contributing to the growing prevalence of metabolic disorders and obesity in the country. Mahalakshmi S is one among millions of Indians whose diet appears to have adversely affected her physiology. After a routine blood test this year, she discovered that her thyroid levels were off the charts. “I was already 75 kgs and didn’t want to be more than that,” says the Bengaluru-based IT professional, who managed to lose around 11 kgs by overhauling her diet, cutting back on carbs and eating foods rich in proteins.
While the growth of protein-supplemented FMCG and nutraceutical products is a welcome way to plug the protein gap in the country, questions around quality, consistency, and accessibility still need to be addressed. To begin with, not all products that contain added protein are particularly beneficial from a health perspective. Prateek Rastogi, co-founder, Better Nutrition, a brand specialising in the bio-fortification of staples, believes that while protein products are highly profitable for companies, they are often somewhat gimmicky. “You are adding protein to something like wafers and chocolate and calling it healthy,” he points out wryly.
Another issue — and this is a significant one — is the lack of quality control, especially in the protein supplement space. The Citizens protein project, a self-funded, report on analysis of popular protein supplements sold in the Indian market, spearheaded by Dr Cyriac Abby Philips, popularly known as The Liver Doc on social media, reads: “Many supplements did not have the labelled protein content; some brands had suspected protein spiking and reputable brands contained fungal toxins, pesticide residues, heavy metals such as lead and arsenic, and potentially toxic organic and inorganic compounds, specifically those manufactured by India-based companies.”
Aditi, whose Origin Nutrition was deemed the Best Vegan Plant-Protein in the report, is not surprised. “The market is honestly very unregulated. Everyone says that their protein is third-party certified, but that term is used so loosely,” adds Aditi, who believes that consumers should also do their own research before they settle on a brand they can trust.
And, yes, as with anything else in life, it could just be too much of a good thing. Prashanti Ganesh, a Chennai-based strength coach, for instance, believes that overemphasising protein can compromise overall nutrition. As someone who works mainly with women, she believes that “one of the trends I’ve seen is that people are so obsessed with protein that they’re not even meeting their daily calorie demands, forget fibre or micronutrients.” Instead, she advocates a more holistic approach. “I don’t think we need to worry about protein as much as health on a larger scale,” says the founder, Ladies Club, who insists that we also need to ensure that the food we consume is easily accessible, sustainable and convenient to make or procure. “The protein recommendation I make is what you can achieve consistently for the next two years,” she firmly believes.
Mahalakshmi, who lost considerable weight by altering her diet, must agree. For the most part, she stays away from “gimmicky” protein products and turns to natural, readily available sources like homemade Greek yoghurt, sprouted chickpeas, and paneer, as well as a scoop of a plant-based protein from a brand she trusts. “I stick to sources, which are pretty simple to consume regularly,” she says.
