India’s Protein Craze: Brands Looting Consumers?

India’s protein market is growing fast, and food brands are cashing in on the trend. From cereals and biscuits to juices and yoghurts, everything comes with the “added protein” label. You see it everywhere, packaged to look modern and healthy.

The logic is clear. You connect protein with strength and health, so you pay more for it. But these prices often cross limits. For many families, the cost of buying packaged protein food feels unreasonable and wasteful.

Greek yoghurt and so-called high-protein yoghurt are perfect examples. One small pot can cost between ₹70 and ₹300. For a family of four, this daily spend is impractical. What is sold as a health food ends up a luxury for urban elites.

Yet, the real solution is already at home. Traditional dahi, when strained into hung curd, offers natural protein at a much lower price. With simple additions like nuts, seeds, or sabja, you can easily make it more nutritious and filling.

Instead of paying extra for glossy packaging, you can turn to trusted Indian methods. These options are not only affordable but also healthier and sustainable for everyday life.