Parag Milk Foods has launched a new ready-to-drink protein beverage under its sports nutrition brand Avvatar, marking the company’s entry into India’s growing functional beverage market.
The newly launched Avvatar Protein Cold Coffee combines the taste of cold coffee with added nutrition, offering 15 grams of protein in a convenient 250 ml pack. The beverage is available in Classic and Vanilla flavours and contains no added sugar or artificial sweeteners.
Developed in partnership with Tetra Pak, the product comes in India’s first Tetra Prisma® Aseptic 250E packaging format for protein cold coffee. The lightweight, recyclable pack is designed for easy on-the-go consumption and premium shelf appeal.
Priced at INR 120, the launch reflects the increasing demand for convenient health-focused beverages in India. The company said the product is aimed at consumers looking for simple ways to include protein in their daily diet, especially as protein deficiency remains a major nutritional concern in the country.
Speaking about the launch, Akshali Shah said the company wanted to make protein intake more convenient by combining it with a familiar beverage like cold coffee. She added that consumers today are looking for products that offer a balance of taste, convenience, and nutrition.
Cassio Simoes highlighted that functional beverages are becoming a fast-growing category in India, with packaging playing an important role in product safety, convenience, and market visibility.
The launch also comes during strong growth for Parag Milk Foods’ health and nutrition business. The company stated that its new-age business segment, including Avvatar, recorded a 91 per cent year-on-year growth in FY26.
Founded in 1992, Parag Milk Foods is one of India’s leading private dairy companies with brands including Gowardhan, Go, Pride of Cows, and Avvatar. The company manufactures a wide range of dairy and nutrition products across India.