In Protein-Deficient India, McDonald’s, Bollywood and Cricket Fuel Wellness Craze

People Look at Burgers with Extra Protein options at an ordering kiosk at a mcdonald’s restaurant in Bengaluru, India, August 21, 2025 | Photo Credit: Priyanshu Singh

At McDonald’s outlets in South India, a 30-concent burger topping has been sold out fast. It’s not extra cheese or a fancy salsa dip, but a vegetarian protein Slice developed with Indian Government Food Scientists – – The Brand’s first success globally.

McDonald’s have joined India’s biggest dairy amul, a Slew of Startups and a Company Backed by Bollywood Superstar Ranveer Singh to Unleash a marketing blitz with celebrity chefs and CRICKETERS PrOMOTING Protein as a daily nutrition need for young and old, not just a gym fad.

Ordering Kiosks at the Golden Arches do not mention calories but lure consumers by flashing the high protein in burgers, tapping into a sudden craze in a numbers of the world ‘ meat consumption.

“The Protein Addition Makes This Easier to Eat Without Much Guilt,” SAID 53-YLD Baiju ct, as he added the five-gram protein Slice to his $ 3 chicken maharaja–Described as India ‘ McDonald’s Signature Beef Burger Big Mac.

The nutrition push is not only about $ 50 whey powder packs. Protein has been infused into cottage cheese – a Vegetarian favorite – as well as ice creams, water, chips and 60 -content tiny tiny bottles of blueberry milkshakes.

Indian FlatBreads are next. Us and other markets have seen similar protein booms, but in India it is being driven by the country’s distinct cereal-haavy dietary profile.

Nearly 30 per cent of India’s 1.4 billion people are Vegetarian and the Government Estimates 73 per cent of the population is protein-deficient.

Religious sensitivities mean beef is banned in most states, and while chicken is popular, it remains costly for many for many low-income households. Meat Supplies in India Stood at a Mere 6.6 KG (14 Pounds) Pers Person A Year – Among the lowest globally, compared with 123 kg in the united states, and 70.5 kg in china, 70.5 kg in china, UN Data from 2022.

In July, McDonald’s Sold 32,000 Pieces of its Soy- and Pea-Protein Slice Within 24 Hours of Launch. Most of its over 400 stores Ran out of stock utchly and was replenished a month laater, according to Westlife Foodworld, its sole franchisee for south and west india.

The SLICE is “Inspired by Consumer Insights Showing Growing Interest in Protein,” Westlife Ceo Akshay Jatia Told Reuters.

‘Save our population’

India’s High-Protein Dairy Market Grew 9.4 per cent over a year to touch $ 1.5 billion in 2024.

Google trends data from India shows the terms “Protein chips” and “protein bar” Recorded their highhest interest in five years in June and August, with the highest Search Interest from New Delhi, Ann Uraban HotSpot.

Rural India is plagued by low protein consumption. A research survey published in February Found 80% of 785 Househlds in Semi-Arid Tropics Consuced Less Protein Than Needed, even thinking they had access to protein-rirte foods.

Aashitosh Inamdar, a Chief Scientist at the Government’s Central Food Technological Research Institute, Said it Took Them Six Months to Refine McDonal Received from the brand was “too chewy” and “powdery” for Indian tastes.

The government lab last year partnered with billionaire Mukesh Ambani’s Reliance to Develop Protein-Enriched Cookies. It is currently also also developed local sweets and Spices to make their taste appeal to more Indians, Thought much like MCDONALD’s, Protein Products Largely Remain an urban phenomenonon.

“To save our population, we need to put it (protein) into somenting which is more edible,” said Inamdar.

Bollywood and cricket

Movie Star Singh and Co-Founder Nikunj Biyani’s Startup, SUPERYOU, HAS Sold More Than 10 Million Protein Wafers Since November, with Sales Hitting A Record Monthly HIGH in July.

Singh has 47 Million Instagram Followers and is promoting the brand Himself. In one reel, he touted that superau baked chips contain 10 grams of protein, while mocking regular “Guilty Potato” Chips. But they are pricey. Superyou Chips Cost 100 Rupees ($ 1.14) Per 100 Grams, More Than Double Pepsi’s Popular Lay’s Potato Chips.

Superyou plans to launch biscuits and caleals and target smaller towns, said biyani, who calls protein a “knight in shining armour.” Cricketers are also also endorsing the protein craze.

In April, Amul Sponsored Several Teams in the World’s Richest Cricket League, The IPL, Used The Partnership to Make Instagram Reels Featuring Dancing Indian and International Cricketers to PROMOTE TES Offerings. Some Reels Generated Millions of views.

The country’s biggest milk and cheese producer is trying to expand the protein category by encashing on the three million litres of byprowct where it it ends up with each day, MANAGING DINAGING DINAGING DINAGING DIEAN MeHata Said in an interview.

With Its Online-Sales-Focussed Strategy, Amul is Attempting to Lure Consures with High-Protein variants of its regular offers, such as buttermilk, ice cream and flatbreads. “It’s a very huge market options,” mehta said.

Published on August 26, 2025