IB Group marked World Protein Day by rolling out a nationwide nutrition awareness campaign titled ‘Har Ghar Har Din Chicken Protein’, reaching more than 2,500 tehsils across 20 states to address India’s growing protein deficiency challenge.
The campaign, spanning Jammu & Kashmir to Tamil Nadu, focused on educating rural and semi-urban populations on the importance of consuming adequate protein daily. According to the company, nearly 73% of women and children in India — around seven out of ten — suffer from protein deficiency, making it a critical public health issue.
As part of the initiative, IB Group teams conducted village-level outreach programmes, engaging sarpanchs, local representatives and community elders through interactive awareness sessions held at village chaupals and public gathering points. The objective was to simplify nutrition education and promote affordable, easily accessible protein sources that can be included in regular diets.
Participants were informed about recommended daily protein requirements — 25–50 grams for children to support physical growth and brain development; 50–60 grams for women to maintain immunity and overall health; and 55–70 grams for men to sustain energy and muscle strength. Live cooking demonstrations were also organised to highlight the nutritional value of chicken, with 100 grams of chicken providing nearly 27 grams of high-quality protein.
Bahadur Ali, Managing Director of IB Group, said the initiative aims to make protein awareness accessible to every household, especially in rural regions where nutritional gaps remain wide. He added that adequate protein intake plays a vital role in improving immunity, strength and overall well-being.
The campaign covered key states, including Uttar Pradesh, Maharashtra, Odisha, West Bengal, Rajasthan, Karnataka, Punjab, and Assam, and reached over 24 lakh people. The company described the programme as one of the largest grassroots protein awareness efforts undertaken in India, reinforcing its commitment to building a protein-secure nation.