Why protein is finally having its main character moment — And why your everyday plate matters more than ever

For years, carbohydrates ruled the Indian plate like an unquestioned monarch — mountains of rice, fluffy rotis, and comfort foods that felt emotionally complete but nutritionally uneven. Protein, meanwhile, lingered quietly on the sidelines, often misunderstood as something reserved for gym enthusiasts, bodybuilders, or those chasing dramatic fitness transformations. But today, as conversations around wellness shift from fad diets to sustainable living, protein is emerging as the true everyday hero of modern nutrition.

Across urban kitchens and rural households alike, people are slowly recognising that protein is not about sculpted abs; it is about energy that lasts through long workdays, stronger immunity during changing seasons, sharper concentration for children, and overall vitality that supports real life rather than Instagram trends. Nutritionists increasingly point out that protein deficiency remains one of India’s most overlooked health concerns, affecting millions who may eat enough food yet still lack essential nutrients. This growing awareness formed the backdrop for IB Group’s nationwide “Har Ghar Har Din Chicken Protein” campaign launched on World Protein Day, an ambitious grassroots initiative spanning more than 2,500 tehsils from Kashmir to Kanyakumari, aimed at addressing the startling reality that nearly 73 per cent of women and children in India face protein deficiency.

Moving beyond urban conversations, the campaign took protein education directly to villages and semi-urban communities, where teams collaborated with sarpanchs and local leaders to explain daily nutritional needs in simple, relatable ways — highlighting that children require roughly 25–50 grams of protein for growth and cognitive development, women around 50–60 grams for strength and immunity, and men approximately 55–70 grams to sustain energy and prevent fatigue. What made the initiative particularly relatable was its focus on practicality rather than preaching: live cooking demonstrations showcased affordable chicken recipes, emphasising how 100 grams of chicken delivers nearly 27 grams of high-quality protein without complicated preparation or expensive ingredients. Speaking about the initiative, Bahadur Ali, Managing Director of IB Group, noted, “With our ‘Har Ghar Har Din Chicken Protein’ campaign, we aim to take protein awareness to every village and every household across India. Protein deficiency is a serious public health concern, especially among women and children. Adequate daily protein is no longer optional — it has become a basic nutritional need for maintaining health, immunity, strength, and overall well-being,” adding that the vision is to ensure accessible, affordable protein reaches every household so that no individual suffers due to nutritional gaps. Covering 20 states and reaching millions, the Har Din Chicken initiative positions protein not as a luxury but as an achievable daily habit — a reminder that good nutrition does not require exotic superfoods when balanced meals already exist within familiar culinary traditions.

Protein, But Make It Lifestyle

What makes protein’s rise fascinating is how seamlessly it fits into contemporary lifestyles. Unlike restrictive diet trends that demand elimination, protein encourages addition — add lentils to lunch, eggs to breakfast, chicken to dinner, yoghurt as a snack. It transforms food from something that merely fills you up into something that fuels you. The shift is psychological as much as nutritional; people are beginning to ask not “How little should I eat?” but “What does my body actually need?”

The Everyday Plate Revolution

India’s food culture has always celebrated abundance, flavour, and community, yet modern lifestyles — longer commutes, screen-heavy workdays, irregular eating habits — demand smarter nourishment. Protein supports muscle repair, stabilises blood sugar, and keeps hunger at bay longer, reducing the endless cycle of snacking and fatigue many experience. When meals are balanced, energy feels steady rather than dramatic, and wellness becomes sustainable instead of aspirational.

Perhaps the most important change is that protein is no longer confined to gym conversations. Parents are thinking about children’s growth, professionals about stamina, and older adults about maintaining strength and mobility. The conversation has matured: protein is no longer about transformation; it is about preservation — of health, resilience, and everyday wellbeing.

If food trends once revolved around indulgence and later around restriction, the new era is about nourishment with intention. Protein’s growing spotlight signals a broader cultural shift — one where health begins not with drastic change but with thoughtful everyday choices. And sometimes, the simplest adjustment — adding adequate protein to the daily plate — can quietly transform how a nation eats, feels, and lives.