Increasing awareness about health and fitness in India has propelled the protein market to new heights. Earlier, protein supplements were primarily used by bodybuilders and athletes, but today they have become essential for the general consumer. Rapidly changing lifestyles, rising health concerns among urban populations, and the growing popularity of plant-based diets have all accelerated the growth of this market. Today, India’s protein market is not just a segment; it represents a complete nutrition revolution.
In this article, we explore India’s protein market, including growth drivers, investment opportunities, and future prospects.
What’s Happening?
India is one of the countries with the highest protein deficiency in the world. Approximately 73% of the population suffers from protein deficiency, and on average, Indians consume only 47 grams of protein per day, while the World Health Organisation (WHO) recommends 60 grams per day for a healthy adult. To address this gap, protein-focused companies are expanding rapidly across India.
The demand for protein supplements varies regionally, with North India accounting for 35% of the total market. This distribution highlights significant differences in protein consumption influenced by urbanisation, fitness culture, and income levels.
To tackle India’s protein deficiency, several major companies are expanding their protein portfolios. McDonald’s has introduced a ‘protein slice’ option in its burgers, while established brands like Amul, Britannia, and Tata Consumer Products are launching protein-enriched dairy and snack products.
Growth and Segments of India’s Protein Supplement Market
The adoption of protein supplements is most prominent in metro cities, but demand is also rising in tier-2 cities such as Lucknow, Surat, and Indore. Social media, fitness influencers, and health apps are playing a key role in raising awareness about protein.
Market Size and Growth Projections:
- Whey Protein Market: Rs 795 crore ($92.03 million) in 2023; projected to reach Rs 1,078 crore ($125.2 million) by 2030, CAGR 5.08%
- Plant-Based Protein Market: Rs 8,594 crore ($998 million) in 2025; projected to reach Rs 11,625 crore ($1.35 billion) by 2030, CAGR 6.3%
- Alternative Protein Market: Rs 6,853 crore ($795.9 million) in 2023; projected to reach Rs 12,658 crore ($1.47 billion) by 2030, CAGR 9.1%
- Microparticulate Whey Protein: Rs 27 crore ($3.1 million) in 2024; projected to reach Rs 43 crore ($5.3 million) by 2030, CAGR 9.8%
Growing Popularity of Plant-Based Protein
Currently, over 100 start-ups across 23 cities in India are working in plant-based, fermentation-derived, and cultivated proteins. According to a report by Deloitte and GFI India, India’s smart protein market is currently around $42 million and is expected to reach $4.2 billion by 2030.
However, this emerging industry faces challenges. Experts point out that limited cultivation of crops such as peas, soy, and chickpeas in India forces the alternative protein industry to rely heavily on imports for raw materials.
Ironically, despite being one of the world’s top pulse-producing countries, India still lacks innovation in protein extraction and value-added products. Consequently, the country imports around 90% of its alternative protein from China, Europe, and Western countries.
What Does This Mean for Investors?
India’s protein market presents a long-term opportunity for investors. The protein supplement segment is expected to nearly double between 2024 and 2033, with fitness, healthcare, and e-commerce being the primary growth drivers.
MuscleBlaze and Optimum Nutrition together hold about 20% of India’s protein powder market. Plant-based brands such as Oziva and TrueBasics are popular among young and vegan consumers, while MyProtein leads the alternative protein segment with its nutrition mix blends.
Parag Milk Foods (Avvatar) has established a strong presence in the whey protein market, while Himalaya Wellness and Zydus Wellness are reaching a broader consumer base through daily protein supplements.
What’s Next?
Reports indicate that India’s protein supplement market was valued at approximately $860 million in 2024 and is expected to reach $1.52 billion by 2033, growing at a CAGR of around 6.6%.
Celebrity endorsements by Amitabh Bachchan, M.S. Dhoni, and Virat Kohli, along with social media trends and direct-to-consumer (D2C) companies, have brought this sector into the mainstream. The government is also actively promoting balanced diets and daily protein consumption through initiatives such as Poshan Abhiyan and Eat Right India (FSSAI). Additionally, awareness campaigns and the spread of a digital fitness culture are expected to further strengthen this trend.
*The companies mentioned in the article are for information purposes only. This is not investment advice.
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