McDonald’s, Cricket Teams, Ranveer Singh Are Pushing Protein Intake In India

MUMBAI – A new wellness trend is sweeping through India, with a growing focus on protein consumption. This movement is being fueled by major players like McDonald’s, Bollywood superstar Ranveer Singh, and the world of cricket.

The protein boom is particularly significant in a country with a cereal-heavy diet and a large vegetarian population. Reuters notes that nearly 30% of India’s 1.4 billion people are vegetarian, and religious sensitivities have limited meat consumption, especially beef. As a result, the average meat supply per person is among the lowest in the world

McDonald’s is at the forefront of this shift. In its outlets across South India, a new vegetarian protein slice, developed with Indian government food scientists, has been selling out fast. The 30-cent burger topping is the first of its kind globally for the fast-food giant. Reuters reports that the company’s ordering kiosks now highlight the high protein content in their burgers. This strategy stands out because, unlike in other markets, the kiosks don’t emphasize calorie counts. The brand is betting on a demographic where 73% of the population is estimated to be protein-deficient, Reuters said.

The response to McDonald’s new offering has been overwhelming; in July, the company sold 32,000 pieces of its soy- and pea-protein slice within just 24 hours of its launch, leading to a quick sell-out at most of its 400-plus stores.

Bollywood star Ranveer Singh is also a key figure in this protein push. Through his startup, SuperYou, he has sold more than 10 million protein wafers since November. His brand is heavily promoted on his Instagram account, which has 47 million followers. In one video, Singh showcased his baked chips, which contain 10 grams of protein, while playfully mocking traditional potato chips. However, the SuperYou wafers are priced at double the cost of popular brands like Lay’s, according to Reuters.

The trend has also been embraced by the sports world. India’s biggest dairy producer, Amul, has sponsored several teams in the country’s richest cricket league, the IPL. The partnership has been leveraged to create social media content, including Instagram reels featuring dancing cricketers to promote Amul’s high-protein products.

The protein-rich dairy market in India is booming, with an estimated growth of 12% this year alone, Reuters said.