FMCG companies are launching more protein-rich products to meet rising health awareness.

Amul introduced protein-based lassi, kulfi, shakes, and whey protein powder.

Britannia offers protein-rich biscuits, bread, and bars.

Startups like The Health Factory, Yoga Bar, and Open Secret are also entering the protein space.

Urban millennials and GenZ are the main consumers, willing to pay more for healthier options.

India's average daily protein intake is 37g, below the recommended 60g.

Experts say 50-70% of Indians face protein deficiency.

Affordable options like Amul's Rs 20 lassi are helping drive volume growth.

D2C protein brands are getting investor interest and expanding exports.

Tier-2 and 3 cities are slower to adopt due to affordability, but growth is expected in 3-5 years.