Protein Revolution: New High-Protein Paneer Launched at ₹99 to Tackle India’s Nutrition Gap

HYDERABAD: In a significant move to address India’s widespread protein deficiency, a major shift is occurring in the dairy segment with the introduction of high-protein paneer at a disruptive price point of ₹99. This launch aims to democratize access to essential nutrients, as nearly 73% of Indians currently consume less than the daily recommended dosage of protein.

Bridging the Nutritional Divide
According to ICMR–NIN guidelines, healthy adults require 0.83g of protein per kilogram of body weight daily. However, for a vast majority of the population, meeting this threshold remains a challenge. Inadequate protein intake is directly linked to weakened immunity, reduced muscle strength, and poor overall wellbeing.

While dairy products like milk, curd, and paneer are recognized as the most natural protein sources, price has historically been a barrier. By offering 30g of protein per pack at under ₹100, the new offering undercuts the traditional market price of ₹135 by nearly 25%, challenging the existing premium pricing structure of the top three industry players.

Shifting Consumer Habits in South India
A recent study, the ‘India Lactograph Findings FY25-26’, revealed that 76% of households prefer paneer. Despite this popularity, paneer has often been viewed as an occasional indulgence or a “special occasion” ingredient, particularly in Southern India.

To change this perception, the initiative includes a 360-degree educational approach. Collaborations with regional culinary influencers, such as Vismay Foods, are underway to demonstrate how paneer can be integrated into traditional South Indian daily meals. The goal is to transition paneer from a luxury item to a habitual, functional protein staple.

Strategic Focus on Tier-2 and Tier-3 Markets
The strategy focuses heavily on accessibility in Tier-2 and Tier-3 cities, where the demand for affordable nutrition is surging.

“Premium nutrition shouldn’t be a luxury,” stated Shantanu Raj, Head of Marketing at Godrej Jersey. “India is at the center of a protein transformation, and dairy is the most trusted way for families to meet their needs. This launch is about building an accessible and scalable protein platform.”