Amul's Protein Push Faces Brand Perception Challenges
Amul, India's largest dairy cooperative, has ventured into the protein-enriched food segment to address the country's significant protein deficiency—affecting 73% of the population, with only 9% awareness. Since 2022, Amul has introduced products like protein lassi and protein kulfi, aiming to make protein consumption more accessible to the masses.
In 2025, Amul launched high-protein mango kulfi (10g protein per 60g pack at ₹40) and protein-rich lassi (15g per 200ml at ₹30), targeting everyday consumers rather than fitness enthusiasts. The cooperative's strategy focuses on integrating protein into familiar Indian foods, such as buttermilk, shakes, and paneer, to minimize dietary shifts.
Amul's pricing strategy is notably aggressive. Its whey protein is priced at ₹2.67 per gram, undercutting competitors like Optimum Nutrition (₹5.08/g) and MuscleBlaze (₹3.43/g). Similarly, its protein shakes cost ₹2.50 per gram of protein, compared to MuscleBlaze's ₹3.96. This pricing is facilitated by Amul's cooperative model and extensive scale.
However, Amul faces challenges in reshaping its dairy-centric brand image to align with the health-focused protein market. Social media reactions indicate mixed responses to the taste profiles of its protein-enriched products, highlighting the need for careful brand repositioning and product development.
Industry Insight:Amul's entry into the protein segment showcases the potential for dairy cooperatives to diversify product offerings and address nutritional gaps. Success in this endeavor will depend on effective brand repositioning and consumer acceptance of new product formats.
Source : DAirynews7x7 May 15th 2025 The Financial Express