India’s protein boom runs into a whey crisis as prices surge 4X, shortages loom

India's demand for protein-rich foods is surging as health-conscious consumers embrace protein shakes, bars, and fortified snacks. This trend, fueled by increased nutrition awareness and demand for convenience, is attracting a wider audience beyond fitness enthusiasts, prompting brands to expand their high-protein offerings.

Raccontata daeconomictimes.indiatimes.com