Markets NEWS
Amul Dominates India's Protein Market
By Yash Sangha
02 Mins read | Updated on August 27, 2025
Summary
Amul revolutionizes India's protein market with affordable and innovative protein products, aiming to shift consumer perception and widen market reach.
India's protein market is expanding rapidly, yet it remains underpenetrated with many people unaware of their daily protein requirements. Amul has seized this opportunity by introducing affordable protein products that are quickly gaining popularity. With its extensive dairy network and renowned brand, Amul is poised to dominate the protein market in India.
Despite being the largest milk producer globally, a significant portion of Indians are protein-deficient, and many are unsure of their required protein intake. The Indian protein market is projected to grow at a 6.5% CAGR by 2030, driven by increasing health consciousness, urbanization, and lifestyle changes.
Amul has innovatively entered the protein market by offering products like protein lassi, high-protein paneer, and protein-enriched desserts, targeting mainstream consumers rather than just fitness enthusiasts. By embedding protein into familiar everyday foods, Amul aims to bridge the gap in the market and cater to a broader consumer base.
Traditionally, whey protein has been viewed as a supplement for gym-goers in India. However, Amul's foray into affordable whey protein products signifies a shift towards positioning protein as a dietary essential for all households. The company's direct-to-consumer approach through Amul shops, mobile apps, and website further enhances accessibility to their products.
While challenges such as consumer perception, taste, and affordability persist, Amul's approach to affordability, innovation, and distribution is garnering positive results. The company's products are witnessing high demand, indicating a growing market for accessible and reliable protein options.
Notably, the movement towards protein consumption extends beyond big brands to include emerging direct-to-consumer companies offering a variety of protein-rich snacks and health foods. Influencers such as Amitabh Bachchan, MS Dhoni, and Virat Kohli are championing the importance of protein intake, driving awareness among the masses.
Government initiatives like the PM Poshan Scheme further emphasize the significance of protein intake, particularly among school children, aiming to address the issue of protein deficiency in the population.
In conclusion, Amul's strategic entry into the protein market reflects a broader trend towards mainstreaming protein consumption in India. By focusing on affordability, taste, and accessibility, Amul is not only expanding its market share but also reshaping how Indians perceive nutrition, potentially leading to significant market growth and societal impact.