Protein Push in India: From McDonald’s to Amul, the Growing Focus on Protein in Everyday Diets

Protein has emerged as one of the most discussed nutrients in India’s food and health market. Once seen as the domain of athletes and bodybuilders, protein-rich products are now finding space in mainstream diets. Two major food giants, McDonald’s India and Amul, have recently introduced products that reflect this shift, targeting the general consumer’s growing awareness of protein requirements.

McDonald’s Protein Plus Initiative

McDonald’s India (West & South), operated by Westlife Foodworld, has introduced Protein Plus, a plant-based protein slice made in collaboration with the Council of Scientific and Industrial Research – Central Food Technological Research Institute (CSIR-CFTRI). The product is made from peas and soy protein, providing 5 grams of protein per slice. It is 100% vegetarian and free from artificial colors, flavors, and preservatives. Soon after launching it is claimed to have run out-of stock and restocked a month later.

The slice, priced at ₹25 as an add-on to burgers, is now available in all McDonald’s outlets across West and South India. The company stated that this addition aims to respond to India’s growing demand for protein-rich foods while remaining accessible and affordable to the wider public.

Amul’s Protein Punch

Amul, one of India’s largest dairy cooperatives, has also entered the protein market with its Protein Punch product line, launching over a dozen high-protein products in the past two years, including buttermilk, lassi shakes, curd, and whey beverages. By next year, it plans to expand this range to more than 25 items, adding options like cheese cubes, paneer parathas, protein water, kulchas, sandwiches, and even malai kulfi. With milk and dairy already being a natural protein source, Amul’s move reflects an attempt to consolidate its presence in the high-protein foods segment. According to reports, Amul’s strategy combines consumer health demand with business opportunity, as the protein foods category in India is growing rapidly and is expected to expand further in the coming years.

Protein Needs and Indian Diets

According to the Indian Council of Medical Research (ICMR), adults generally require 0.8 to 1 gram of protein per kilogram of body weight per day. For an average adult weighing 60 kg, this translates to approximately 48–60 grams of protein daily.

Despite this, several studies have shown that Indian diets are often deficient in protein. A 2017 survey by the Indian Market Research Bureau indicated that nearly 73% of urban Indians were protein deficient, with much of their diet being carbohydrate-heavy. Vegetarian diets, common across India, often fall short of recommended protein intake unless carefully balanced with legumes, pulses, dairy, or supplements.

The Risks of Excess Protein

While protein is essential for building and repairing tissues, supporting immune function and blood, and maintaining muscle mass, for the growth of hair, excess intake can pose risks. Very high protein diets, particularly those relying heavily on animal protein, have been linked to kidney strain, dehydration, and digestive discomfort in some individuals. Research also suggests that long-term excessive protein consumption may contribute to metabolic imbalances if not paired with adequate fiber, vitamins, and minerals.

The Changing Market

India’s protein trend mirrors a broader global shift toward functional and fortified foods. Companies are positioning protein not just as a nutrient for athletes, but as a daily dietary requirement for the general population. With collaborations such as McDonald’s tie-up with CSIR-CFTRI and Amul’s expansion into protein-rich products, protein is becoming a mainstream nutritional focus.

Nutrition experts emphasize that while new products can help close the protein gap, the foundation should still be a balanced diet including pulses, legumes, nuts, seeds, dairy, eggs, and lean meats where applicable.

References

1. McDonald’s India. “Protein Plus.” 2025. https://mcdonaldsblog.in/protein-plus/

2. Indian Council of Medical Research, National Institute of Nutrition. A Brief Note on Nutrient Requirements for Indians, the Recommended Dietary Allowances (RDA) and the Estimated Average Requirements (EAR), ICMR-NIN 2020. Hyderabad: National Institute of Nutrition, 2020. https://nin.res.in/rdabook/brief_note.pdf.

3. CSIR-Central Food Technological Research Institute. https://cftri.res.in/

(Rh/Eth/TL/MSM)