On a sweltering Janmashtami morning in Mumbai , Sudarshan Pawar ’s breakfast differs from his parents' traditional fare. Instead of the usual vrat foods, the 30-year-old adds a scoop of cocoa and ragi protein powder to his smoothie. This is his source of protein, as no non-vegetarian food is prepared at home on this day.
“Three years ago, I barely thought about protein,” says Pawar, an avid runner and cyclist. Pawar represents a growing protein revolution that's reshaping diets across India, from Mumbai to Mizoram . His parents have also recognized that traditional Indian foods might not provide sufficient protein.
“When we eat fish, it is often fried, making it a source of fat rather than protein. And when we have meat dishes, we tend to eat more curry and chapatis than the meat itself,” he notes. Protein supplements have become mainstream, with professionals and celebrities increasingly asking, “Am I getting enough protein?” This shift is driving a multi-million-dollar industry of protein powders, bars, and other products.
However, this trend has also raised concerns among health professionals about the indiscriminate use of these supplements without proper guidance. The whey protein market in India is projected to grow from $91.8 million in 2023 to $120.
3 million by 2028, with a compound annual growth rate (CAGR) of 5.5%, according to Mordor Intelligence. In Hyderabad, Ruchika Agarwal, a vegetarian and founder of the health food brand Banter, turned to protei.