Protein is trending in India, and it is exactly what the country needs

Jan 2, 2025 | 16:50 IST

Protein is an essential macronutrient that helps in growth, development and tissue repair. It becomes more important as we age because we need it to preserve muscle mass and strength

Companies are betting big on protein with products ranging from curd to chips. Is this a much-needed nutritional shift or overhyped obsession with the ‘P’ word?

Protein curd, protein buttermilk, protein milk, protein pasta and even protein water. And of course, there are countless powders and bars that sound like desserts with flavours such as New York cheesecake and cookie butter crunch. Even the humble sattu, the food of farmers and working class in Bihar, is being pitched as a protein mix. Clearly, protein has gone from something only gym bros cared about to almost an obsession in urban India.

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Protein is trending in India, and it is exactly what the country needs

Companies are betting big on protein with products ranging from curd to chips. Is this a much-needed nutritional shift or overhyped obsession with the ‘P’ word?

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TOI

Protein is trending in India, and it is exactly what the country needs

Companies are betting big on protein with products ranging from curd to chips. Is this a much-needed nutritional shift or overhyped obsession with the ‘P’ word?

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