As protein moves beyond the gym and into everyday Indian life, Foodstrong is building for a much larger consumer — with women at the centre of its next chapter.

Mumbai, October 5th 2026: Foodstrong, the Indian health food and nutrition brand built around “Good Made Easy,” has partnered with actor Sara Ali Khan as its brand ambassador.

The partnership comes at a time when protein in India is undergoing a structural shift: from a category traditionally associated with bodybuilders, athletes and gym-goers to one increasingly finding its way into everyday food, beverages and snacking. While India’s protein-based products market was estimated at approximately ₹44,000 crore in 2025, it is projected to more than triple over the coming decade, according to industry estimates

Foodstrong believes the bigger change is not simply how much protein India consumes — it is who nutrition is being built for. These consumers are what the brand calls ‘everyday athletes’, people who may never call themselves athletes, but who run, lift, walk, practise yoga or Pilates, play a sport, manage demanding careers and families — and increasingly want nutrition that helps them feel stronger and function better every day. And Foodstrong believes women will be at the centre of this shift.

While much of the traditional sports-nutrition industry has historically been built and communicated for men, Foodstrong sees a much larger opportunity in serving women who want to eat better and feel stronger without turning wellness into another full-time job.

From protein powders and ready-to-drink shakes to hydration, 4 PM snacks and everyday food formats, the company is building around one simple question: how do you make the good choice the easy choice?

Karishma Bhalla, Founder, Foodstrong, said:

“Protein is becoming much bigger than protein powder and much bigger than the gym. We believe it will increasingly become part of how India eats — in your breakfast, your 4 PM snack, your coffee or something you pick up on the run. That creates a very different kind of nutrition company. People don’t need more wellness noise or another impossible routine. They need better products, clearer information and brands they can trust. At Foodstrong, our job is to do more of the work for you — choose the ingredients carefully, test what we make and put it into formats that actually fit your life. That’s what Good Made Easy means to us.”

On the partnership with Sara, Bhalla added:

“Sara felt right for this next chapter because she represents a very modern relationship with health. She is disciplined and active, but she is also real about living a full life. We don’t want Foodstrong to stand for perfection. We want it to stand for making a better choice more often.”

Sara Ali Khan said:

“I’ve always felt that being healthy isn’t about being perfect, it’s about finding a balance that works for you and being consistent with it. With busy schedules and everything we have going on, eating well can sometimes feel like another thing to worry about. What I like about Foodstrong is that it makes nutrition feel simple, accessible and easy to fit into everyday life. I’m really happy to be part of a brand that is making better nutrition feel more achievable for everyone, and especially for women.”

As part of the collaboration, Sara will feature across Foodstrong’s upcoming campaigns, digital platforms and new-product initiatives as the company expands its presence across protein, functional nutrition and everyday food formats. The partnership also signals a broader ambition for Foodstrong. The company believes the next generation of Indian nutrition brands will not sit in a separate “health” cupboard. They will compete for the same breakfast, beverage, snack and convenience occasions as mainstream food brands — they will simply make those occasions better.

Bhalla said:

“That’s the company we want to build. Not a sports-nutrition brand that becomes a little bigger, but an everyday food and nutrition brand that can become part of millions of Indian lives.
If the first chapter of protein in India was about performance, we believe the next chapter will belong to everyday athletes — with women at the centre of it.”

About Foodstrong

Foodstrong is an Indian health food and nutrition company focused on making good nutrition simpler, more transparent and easier to adopt.

Its portfolio spans protein powders, ready-to-drink protein beverages, functional nutrition and everyday food and snack formats. Foodstrong focuses on transparent formulations, high-quality ingredients, product testing and formats designed for real lives rather than perfect routines.

Its philosophy is simple: Good Made Easy.