Inside India’s $1.5 billion protein fetish
Protein is having a moment in India. Once reserved for gym-goers and bodybuilders, it’s now showing up in everyday foods like idli, rotis, chips, lassi, even kulfi. And consumers are buying in. Behind this craze is a $1.5 billion strategy that’s reshaping how India eats. Food brands saw a gap in a country where nearly…
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