Amul, India’s largest dairy cooperative, is aggressively expanding its protein production capacity, aiming for a fivefold growth within the next few years. This move is backed by a strategic marketing push during the Indian Premier League (IPL), targeting higher consumer awareness about daily protein intake. Currently producing around 1,000 tonnes of protein powder annually, Amul plans to ramp up capacity to 5,000 tonnes, citing surging demand for dairy-based proteins in sports nutrition and health-conscious segments.
The company’s protein portfolio—including whey and casein-based products—is seeing strong traction as India witnesses a shift toward fitness and nutrition-focused diets. To tap this potential, Amul is intensifying B2C engagement by integrating its campaigns into popular events like the IPL. Managing Director Jayen Mehta emphasized the organization’s long-term vision to make India protein-sufficient while creating value for dairy farmers by adding higher-margin products to its offerings.
Industry Insight:
Amul’s protein push underlines an important diversification strategy for Indian cooperatives, signaling an emerging opportunity for dairy entrepreneurs in functional foods and nutraceuticals.
Source : Dairynews7x7 April 28th 2025 Businessline