Overview

• McDonald’s India introduced a soy‑and‑pea protein slice add‑on priced at about 30 cents that adds five grams of protein, selling 32,000 pieces within 24 hours and triggering stockouts before supplies were replenished a month later.
• The slice, refined over six months with the government’s Central Food Technological Research Institute, is the brand’s first offering of its kind globally, reflecting deepening industry–public sector collaboration.
• Market data show momentum: India’s high‑protein dairy segment reached roughly $1.5 billion in 2024, up 9.4% year over year, with Euromonitor projecting about 12% growth in 2025.
• Celebrity and sports endorsements are amplifying demand, with Ranveer Singh’s SuperYou selling more than 10 million protein wafers since November and Amul leveraging IPL partnerships to promote protein‑fortified lines using whey byproduct.
• Access gaps persist as many products remain urban and relatively pricey, a February survey found 80% of semi‑arid households under‑consume protein, and government programs such as PM Poshan set daily protein targets for school meals to address shortfalls.