Is Amul trying to fix India's protein deficiency? Over the past few months, the dairy giant has rolled out a string of high-protein products, including Amul Protein Lassi and Amul High Protein Kool Coffee, each delivering at least 10 grams of protein per serving.
The move has resonated strongly with India's growing fitness community, which often struggles to find affordable, protein-rich foods. Products that combine accessibility with nutritional value are in high demand, and Amul seems keen to fill that gap.
High-protein kulfi sparks meme storm
On Saturday, Amul launched its latest addition: a high-protein kulfi. This sweet yet nutritious treat immediately triggered a meme fest across social media, particularly on platform X (formerly Twitter).
Some users expressed genuine delight at being able to meet part of their daily protein needs through dessert. Others took a more humorous approach, imagining a world where Amul infused everything with protein.
One viral post read, "Amul is single-handedly making India fitter, leaner, and stronger - 10g at a time! From a protein-deficient nation to a protein-powered future!"
AI-generated images flooded timelines, showing fictional Amul products like protein samosas, protein cigarettes, and even protein hair growth serums. The idea of 'Amul protein cigarettes' amused smokers and non-smokers alike.
Not stopping there, some users mock-petitioned Amul to introduce a protein vada pav. The jokes captured attention, but they also hinted at how seriously the brand's recent moves have entered public conversation.
India’s deep protein deficiency
Beneath the social media laughter, a serious problem persists. India faces one of the highest rates of protein deficiency in the world.
According to the 'Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)' conducted by market research firm IMRB, around 73% of urban Indian diets are protein deficient. The survey further noted that 9 out of 10 Indians do not meet their daily recommended protein intake.
The Indian Council of Medical Research (ICMR) advises consuming between 0.8 and 1 gram of protein per kilogram of body weight. However, the average Indian’s intake remains stuck at around 0.6 grams.
A mix of factors contributes to this shortfall. Economic constraints make quality protein sources less accessible for many. Traditional diets, often rich in carbohydrates but poor in protein, exacerbate the issue. Moreover, the dominance of vegetarianism in India means that many people miss out on complete protein profiles without proper dietary planning.
A brand’s play in a national health challenge
While the jokes fly, Amul’s efforts mark a notable shift in addressing India's protein gap.
By expanding its portfolio with products that cater to fitness needs and nutritional goals, the company appears to be stepping into a role that blends commercial opportunity with public health relevance.
Amul’s new offerings may only be a small piece of the puzzle, but they signal growing awareness — among brands and consumers alike — that India's future health may well depend on fixing its protein crisis, one gram at a time.
The move has resonated strongly with India's growing fitness community, which often struggles to find affordable, protein-rich foods. Products that combine accessibility with nutritional value are in high demand, and Amul seems keen to fill that gap.
High-protein kulfi sparks meme storm
On Saturday, Amul launched its latest addition: a high-protein kulfi. This sweet yet nutritious treat immediately triggered a meme fest across social media, particularly on platform X (formerly Twitter).
Some users expressed genuine delight at being able to meet part of their daily protein needs through dessert. Others took a more humorous approach, imagining a world where Amul infused everything with protein.
One viral post read, "Amul is single-handedly making India fitter, leaner, and stronger - 10g at a time! From a protein-deficient nation to a protein-powered future!"
amul’s protein product lineup is wild
— Sahil (@sahilypatel) April 27, 2025
protein kulfi. protein shake. protein lassi. protein paneer. protein buttermilk
amul is single handely solving india’s protein-deficiency problem pic.twitter.com/R1hwaZtpup
AI-generated images flooded timelines, showing fictional Amul products like protein samosas, protein cigarettes, and even protein hair growth serums. The idea of 'Amul protein cigarettes' amused smokers and non-smokers alike.
amul paani mein protein mila chuka hai 😭 https://t.co/Pm12WxYGF6 pic.twitter.com/Gvrv5XtjYN
— pri (@prinkalmishraa) April 28, 2025
🫡 Amul is single-handedly making India fitter, leaner, and stronger - 10g at a time!
— Cards Wizard (@cards_wizard) April 28, 2025
From a protein-deficient nation to a protein-powered future!#Amul #ProteinRevolution /s pic.twitter.com/jFg4iEUQ2e
bro Amul, this will solve for a lot of things pls! pic.twitter.com/FbZqenfzlB
— avdhoot (@Avdhoot_7) April 27, 2025
Only Amul can do this https://t.co/7ANdA2Pv0m
— Arpit Kushwaha (@Lawyerwhosquats) April 28, 2025
damn, amul fixing all deficiencies of the nation one by one pic.twitter.com/XEH1rrDrLv
— chand sethi (@Publisethi) April 26, 2025
Amul adding protein in everything. pic.twitter.com/9xLL8ogJeY
— Harshhh! (@Harsh_humour) April 28, 2025
Not stopping there, some users mock-petitioned Amul to introduce a protein vada pav. The jokes captured attention, but they also hinted at how seriously the brand's recent moves have entered public conversation.
India’s deep protein deficiency
Beneath the social media laughter, a serious problem persists. India faces one of the highest rates of protein deficiency in the world.
According to the 'Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)' conducted by market research firm IMRB, around 73% of urban Indian diets are protein deficient. The survey further noted that 9 out of 10 Indians do not meet their daily recommended protein intake.
The Indian Council of Medical Research (ICMR) advises consuming between 0.8 and 1 gram of protein per kilogram of body weight. However, the average Indian’s intake remains stuck at around 0.6 grams.
A mix of factors contributes to this shortfall. Economic constraints make quality protein sources less accessible for many. Traditional diets, often rich in carbohydrates but poor in protein, exacerbate the issue. Moreover, the dominance of vegetarianism in India means that many people miss out on complete protein profiles without proper dietary planning.
A brand’s play in a national health challenge
While the jokes fly, Amul’s efforts mark a notable shift in addressing India's protein gap.
By expanding its portfolio with products that cater to fitness needs and nutritional goals, the company appears to be stepping into a role that blends commercial opportunity with public health relevance.
Amul’s new offerings may only be a small piece of the puzzle, but they signal growing awareness — among brands and consumers alike — that India's future health may well depend on fixing its protein crisis, one gram at a time.
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