India’s growing appetite for protein is reshaping the food and beverage market, with café chains, dairy companies and nutrition brands racing to make protein part of everyday consumption.
The latest wave has reached the café segment, where Chaayos, Tim Hortons and Tata Starbucks have introduced protein-focused beverages through partnerships with nutrition and dairy companies.
Tiger Global-backed Chaayos has partnered with Wholsum Foods, the company behind Slurrp Farm, to launch teas using its protein brand Mille. Tim Hortons India has tied up with dairy major Amul to introduce protein coffees, while Tata Starbucks has partnered with snacking brand SuperYou to offer protein cold foam.
The product launches come at a time when global supply disruptions have pushed up whey protein prices sharply. Despite the cost pressure, companies are betting that rising consumer interest will support the expansion of protein into mainstream foods and beverages.
“What many years back was a supplement taken by gym-goers is now a daily habit of millions of Indians,” said Kannan Sitaram, managing partner at Fireside Ventures.
According to IMARC, India’s overall protein market was valued at around ₹15,300 crore in 2025 and is projected to reach ₹21,000 crore by 2031.
The shift is also encouraging food companies to invest in manufacturing capacity and expand their product portfolios. Dairy company Parag Milk Foods has entered the protein-snacking segment, while Milky Mist has commissioned a ₹40-crore plant in Tamil Nadu to manufacture Skyr and Greek yoghurt.
“High-protein nutrition is moving from a niche preference to an increasingly mainstream consumption trend,” said K Rathnam, chief executive officer of Milky Mist Dairy Food.
For café chains, the protein trend offers an opportunity to reposition familiar beverages around changing consumer priorities, while partnerships allow them to enter the category without building an entire protein supply chain themselves.
The momentum is extending beyond product launches into acquisitions and investments. Established consumer companies are increasingly looking at nutrition and protein brands as potential additions to their portfolios.
In February, pharmaceutical company USV acquired a 79% stake in Wellbeing Nutrition for ₹1,583 crore in an all-cash transaction. Hindustan Unilever subsequently exited its investment in the company. HUL has also completed the acquisition of plant-based wellness brand Oziva through its parent company Zywie, while Marico has acquired plant-based protein wellness brand Cosmix.
Meanwhile, specialty food and nutraceutical ingredients company Arboreal Bioinnovations raised ₹230 crore, while Pune-based protein startup Provilac raised $14 million.
The combination of rising consumer demand, new café offerings, expanding dairy capacity and increased investment is turning protein from a specialist nutrition category into a broader everyday food and beverage opportunity in India.