India’s Protein Revolution: From Deficiency to Daily Nutrition

The protein category in India is booming, partially thanks to the revelation that most Indians are protein deficient. This marks a shift from carbohydrate-heavy diets to a nutrient conscious one. The market is projected to grow to over $2 billion by 2030. Currently, this is what is happening in the Indian protein space:

Market Boom and Mainstream Adoption

A Shift into the Mainstream

Protein is making its way into staples like atta, dosa batter, dairy, and snacks. 

New-Age Brands Leading the Way

There are start-ups leading the way with clean-label products. That means they are offering products that feature simple, natural, and recognisable ingredients with minimal processing. 

Shift Towards Localised and Plant-Based Protein

Localisation of Flavours

Mango lassi, masala chai, and thandai are just some of the local flavours one is getting protein in. 

Plant-Based Growth

India has a massive vegetarian population. Because of this, plant-based protein is growing faster than even dairy. There is an increased interest in pumpkin seed, spirulina, and pea protein, to name a few.

This is just a glimpse into the situation currently. Add to this an astonishing fact - 73% of urban Indians are protein deficient. So even with all this growth in the market, there is a huge need for urban Indians to add protein to their diets. This highlights a significant opportunity, not just for brands, but also for consumers to rethink and rebalance their diets.

We at Svvad Pro have created a protein supplement that is clean, balanced, natural and tailored for everyday nutrition. We are a plant-based nutrition company with a focus on embedding clean protein into everyday foods. By doing this, we will be able to reach out to more people who need a boost of protein in their everyday lives. Svvad Pro develops its core protein in-house, using a clean, dry processing method. We are a food-first company, not a supplement brand, with a clear focus on daily consumption, clean label formulation, and scalable nutrition delivery.

By launching in India, we hope to change the way people consume protein. Rather than a supplement, we want people to consume protein every day, naturally and organically.