Parag Milk Foods has expanded its Avvatar whey protein range with a ₹300 crore investment, aiming to capture a 20-25% market share in the whey protein segment by FY28. This strategic move comes as part of the company’s plan to cater to the growing demand from youth and fitness enthusiasts.
The Pune-based facility, dedicated to whey protein production, gives Parag Milk Foods a competitive advantage, positioning it to capitalize on the category’s projected growth of 30–35% compound annual growth rate (CAGR). Currently, whey protein contributes 7% to Parag’s overall revenue, and the company expects this to increase to 15% over the next 3-4 years, according to Akshali Shah, Executive Director of Parag Milk Foods.
To reach its target audience, Parag Milk Foods plans to adopt an omnichannel distribution strategy, offering its products through e-commerce, modern trade outlets, and specialized protein stores. Around one-third of the company’s whey protein sales currently come from online platforms, enhancing its nationwide reach.
Backed by influencer-driven marketing campaigns and a strong distribution network, the company is poised for aggressive growth. Parag Milk Foods already operates over 35 depots, with a presence in 4.6 lakh retail touch points. The company aims to expand to 13–15 lakh touchpoints by 2027.