India's Protein Awareness: A Nationwide Wake-Up Call

A survey by Country Delight and LocalCircles reveals low protein consumption in urban India. Despite being health-conscious, many Indians misunderstand daily protein needs, with accessibility not a barrier but affordability and awareness. Initiatives like High Protein Cow's Milk by Country Delight and HRX's Mission Protein aim to address deficiencies.

A recent nationwide survey by Country Delight, in collaboration with LocalCircles, has shed light on concerning levels of protein awareness and consumption in urban India. The study, which included over 207,000 responses, points to a significant gap in protein intake among Indian consumers, with affordability and awareness being key challenges.

The survey highlighted that although 71% of consumers are willing to switch to more affordable protein options, six in ten urban Indians still do not include protein-rich foods in their daily diet. This discrepancy suggests a substantial knowledge gap, as evidenced by 85% of respondents not tracking their protein consumption.

Country Delight has responded by launching high-protein essentials like milk and partnering with HRX on Mission Protein to tackle India's growing protein deficiency. Through these efforts, they aim to educate the population on the importance of protein for health and resilience.

(With inputs from agencies.)