Amul From Butter to Biceps

Pashu  Sandesh, 30 April 2025

Amul’s High-Protein Product Expansion

In a calculated stride to capture India’s fast evolving health and wellness market,  Amul  the flagship brand of the Gujarat Cooperative Milk Marketing Federation (GCMMF) has embarked on a mission to fortify its portfolio with a dedicated high-protein product range. From protein buttermilk and protein lassi to high protein Paneer and even high-protein Ice cream,  Amul is reimagining traditional dairy through the lens of functional nutrition and clearly aligning itself with a growing consumer base prioritizing fitness and nutritional value over mere taste.

The High-Protein Wave in India

India’s protein supplement market was valued at approximately INR 3,500 crore in 2023, projected to grow at a CAGR of 8-10%. With nearly 73% of Indians suffering from protein deficiency, the demand for convenient, affordable protein options is rising sharply. Amul’s entry comes at a crucial time when both awareness and aspirations for better nutrition are peaking across urban and rural demographics. There's a visible gap between nutritional needs and availability one that Amul intends to bridge through affordability and accessibility.

Amul’s Managing Director, Jayen Mehta, stated at a recent event:
"India doesn’t need expensive imported protein powders; we are focusing on natural, dairy-based, and accessible protein sources for the common Indian. Our goal is to make high-protein diets a household norm, not a luxury."

Amul’s Protein Portfolio: Affordable Nutrition for the Masses

Amul has rolled out an impressive array of high-protein dairy products, positioning them as both nutritious and affordable: Amul’s high-protein range includes:

• Amul Protein Buttermilk (10g protein/serving)
• Amul Protein Lassi (10g protein/serving)
• Amul High-Protein Paneer (25% Protein)
• Amul Pro Protein Beverages (in chocolate, coffee, and mango flavors)
• Amul Whey Protein Products (for targeted fitness audiences)
• Amul High Protein Kulfi (10gm/60g pack)

 At the launch event of Amul high protein Kulfi, Managing Director of Amul Jayen Mehta said “ we are excited about this innovation and many more upcoming high protein products such as paratha, sandwich, snacks etc to ensure that every Indian gets at least 1 gm of protein per kg body weight.

The brand aims to democratize protein consumption by keeping its price points significantly lower than international or premium competitors. For example, a 200ml Amul Protein Buttermilk is priced at just INR 30, undercutting several market rivals while maintaining quality through dairy-sourced protein. Recently laughed high protein Kulfi is priced at Rs 40 for a 60 gm pack.

Marketing Strategy: From Rural Kitchens to Urban Gyms

Amul’s approach blends mass marketing with targeted health centric messaging. Leveraging its deep distribution network, the brand ensures reach across tier-II and tier-III cities, while simultaneously capturing urban millennia’s and Gen Z via influencer tie-ups and digital campaigns.

The cooperative also uses regional storytelling and vernacular campaigns to localize its health message. Television and digital ads feature real stories of athletes, farmers, and working professionals adopting protein-rich diets without resorting to expensive supplements.

Competitive Landscape: Navigating a Crowded Shelf

While Amul is a late entrant in the structured high-protein segment, it brings unmatched brand equity, price advantage, and distribution depth. Its main competitors include:

             Nestlé (with Milo Pro, NesVita, and Greek yogurt variants)

• Epigamia(premium protein yogurt and smoothies)
• MuscleBlazeand MyFitness (focused on powders and nutrition bars)
• Mother Dairy, Parag Milk Foods, and Milky Mist— all of which have introduced protein-forward SKUs

Unlike startups or niche players that cater to gyms and health food stores, Amul's strength lies in its ability to push products into general trade, milk booths, and even rural shops where its trust factor and price points resonate strongly.

Challenges and Opportunities

Challenges:

• Educating consumers about daily protein needs
• Competing with plant-based alternatives
• Innovating flavors and formats for repeat consumption

Opportunities:

• Introducing protein-rich Indian snacks (e.g., dahi bhalla)
• Collaborating with schools and workplaces for institutional supply
• Launching custom products for women, seniors, and athletes

From White Revolution to Protein Revolution

By launching a perse range of high-protein products,  Amul is once again redefining how India consumes dairy. Amul’s entry into the high-protein segment is more than just a product extension, it signals a cultural shift in how India perceives dairy, not merely as a staple but as a functional food group. With the brand’s clout, infrastructure, and inclusive vision, Amul might well become the torchbearer of India’s Protein Revolution. Just as it led the White Revolution, Amul now appears poised to lead a Protein Revolution, one that prioritizes health without alienating affordability or tradition.

As Jayen Mehta aptly summarized:

"We’re not chasing trends we’re shaping a national food habit rooted in better health."