As dairy giants take over the protein aisle, can D2C brands hold their own?

After his daily workout, Gurugram resident Ankit Gupta reaches into his fridge for Amul’s rose protein lassi. It’s become a ritual ever since the dairy giant launched its high-protein range last year. At Rs 25 for 15 grams of protein, it’s a budget-friendly pick for the 39-year-old. Now, Mother Dairy’s new Pro Milk—which boasts 30% more protein than regular milk—occasionally makes the cut too, thanks to its no-sugar appeal and extra protein.

These products have replaced a slew of niche direct-to-consumer (D2C) protein brands that Gupta once relied on. “They’re just too expensive,” he says, adding that the trust associated with established dairy brands like Amul also played a part in his decision.

Gupta isn’t alone. From high-protein lassi to dahi and milk, dairy giants have mainstreamed India’s niche protein space. Today, the country’s protein market is valued at $1.52 billion and is projected to be worth $2.08 billion by 2030, growing at a compounded annual growth rate (CAGR) of 6.5%, according to Mordor Intelligence.