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For 43-year-old marketing professional and regular gym-goer Ashni, protein has always been a part of her daily routine. But rising whey protein prices have prompted a change in habit.
“I used to pay around ₹2,000 for a 1-kg box of whey protein. Now, the same pack costs over ₹3,200. That’s why I’ve started incorporating curd, paneer and ready-to-drink protein shakes into my diet,” she said.
Ashni is among a growing number of consumers moving beyond traditional protein supplements as soaring global whey prices make powders increasingly expensive. The shift is nudging food and dairy companies to expand portfolios with protein-rich everyday staples, from milk, yogurt and paneer to ready-to-drink shakes and even batters — as protein consumption broadens beyond fitness enthusiasts to mainstream households.
Rising sales
For brands, the trend is already translating into stronger sales.
Organic dairy brand Akshayakalpa has nearly doubled revenue from its high-protein milk category. “Prior to the whey price hike, we were selling ₹5-6 crore worth of high-protein milk every month. Today, that number has reached around ₹10 crore,” said Shashi Kumar, co-founder and CEO of Akshayakalpa.
Daily sales have also climbed from around 6,000 litres to nearly 9,000 litres. To keep pace with demand, the company is commissioning a new plant in Jadcherla and has invested around ₹50 crore over the last two months to expand production capacity.
Companies, however, believe the momentum goes beyond the recent spike in whey prices.
“Today’s Indian consumer wants three things from their protein: instant convenience, great taste and low calories. Protein has officially moved from just a fitness goal to an everyday lifestyle,” said Ritesh Gauba, CEO of Epigamia.
Ultrafiltration tech
The company’s Turbo range has remained relatively insulated from whey price volatility as it uses ultrafiltration technology to naturally concentrate protein in milk instead of relying primarily on whey protein ingredients.
“We have not had to revisit our protein sourcing strategy or product formulations despite the recent increase in whey prices,” Gauba said, adding that Epigamia expects to sustain a high double-digit CAGR in its protein portfolio over the next three to five years, supported by new product launches.
The same trend is playing out across other food categories. Gaurav Kwatra, Chief Marketing Officer at iD Fresh Food, said consumers are increasingly looking to meet their daily protein requirements through regular meals rather than relying solely on supplements.
“At iD Fresh, we are already seeing this shift reflected in our portfolio with products such as Protein Paneer, Protein Batter and Protein Chapati, which make it easier for consumers to incorporate more protein into their everyday meals while enjoying familiar, authentic food,” he said.
At Sid’s Farm, too, demand for protein-enriched dairy products is gathering pace. The company said its lactose-free high-protein milk, offering 25 grams of protein in a 250-ml can, is finding takers well beyond fitness enthusiasts.
“There has been significant growth in demand for protein-based everyday foods. Urban consumers today understand the importance of protein in their diet, and with new SKUs and growing demand across channels, we expect to clock double-digit growth in this segment over the next couple of years,” the company said.
Yogurts & milk
The company plans to introduce high-protein yogurts and flavoured high-protein milk, while pointing to quick commerce as another catalyst encouraging brands to launch protein-focused products.
With whey protein becoming more expensive and consumers increasingly looking for convenient ways to meet their daily nutritional needs, companies are betting that protein-rich everyday foods — not just supplements — will drive the next phase of growth in India’s packaged food market.
Published on July 22, 2026
English (US) ·