Protein products flood market, reshape Indian diet

MUMBAI: Every other day, Indians are waking up to ads and launches of protein products—from eggs to coffee and atta, companies are infusing and also adding (extra) doses of protein to a range of items that are part of consumers’ daily meals. Not only that, the concept of protein has in itself become a trend that brands are latching on to when pushing new, related products to retail shelves—Marico, for instance, has introduced protein shampoo (it prevents protein loss in hair), foraying into the hair cleansing category.

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