Reveals 60% of Urban India is Protein deficient

Nationwide survey finds 71% of consumers are willing to switch to more affordable protein alternatives

national, February 05, 2026: Country Delight, India’s leading fresh and clean-label dairy and kitchen essentials brand, has commissioned a nationwide study with LocalCircles, India’s largest community and consumer pulse platform, to understand urban India’s protein awareness and consumption patterns. The extensive study gathered over 2,07,000 responses from consumers across the top 25 metro and urban districts in India, making it one of the most comprehensive surveys on the subject. The findings highlight an urgent need to improve protein literacy and access to affordable protein sources among Indian consumers.

KEY FINDINGS

• 74% of urban Indians surveyed are unaware of the right amount of protein consumption per day for an average adult
• 85% of them do not track their daily protein intake
• 6 out of 10 urban Indians surveyed are not consuming protein-rich foods daily
• 51% urban Indians surveyed are also unaware of the fact that protein deficiency is the cause of fatigue, muscle loss, weak immunity, etc.
• 71% willing to switch to affordable protein alternatives
• High cost, dietary restrictions, and taste preferences are the top reasons

Around 85% (out of the total 19,580 respondents) reported not keeping any record or estimate of their daily protein intake. This lack of monitoring suggests that even when consumers eat what they believe to be a “balanced” diet, they may be missing key nutrients without realizing it. In addition, half of all urban Indians surveyed are unaware of the role protein plays in supporting muscle strength, immune function, and energy levels. 50% of the urban Indian population don’t associate common symptoms like tiredness, hair fall, or low immunity with inadequate protein intake. This shows that awareness campaigns about the long-term impact of protein deficiency are still needed.

Affordability emerged as the top reason for reduced protein intake, followed closely by taste preferences and dietary restrictions. Many vegetarians also avoid certain protein-rich foods due to cultural choices, further limiting options. However, most respondents confirmed that availability isn’t the issue; protein-rich foods are present in local markets and stores. The challenge lies more in affordability and awareness rather than access. Of the total participants, 61% were men and 39% women, representing a diverse urban demographic.

Commenting on the findings, Dr Vishakha Shivdasani, a physician practicing disease reversal or lifestyle diseases, said, “India is a protein-deficient nation, and this deficiency can contribute to muscle loss, poor immunity, metabolic dysfunction and declining cognitive health across all age groups. Protein is not a body-building nutrient or a fitness fad. It is a foundational requirement for daily health, disease prevention, and healthy ageing. Prioritizing protein in the Indian context will help with long-term wellness and resilience.”

Speaking about the findings, Mr. Chakradhar Gade, CEO & Co-founder, Country Delight, added, “Country Delight’s vision is to help India live better, every product we create begins with a deep understanding of what consumers need. This study has reinforced that affordability, awareness, and convenience are key barriers when it comes to protein consumption. Keeping these in mind, we are introducing a range of high-protein essentials — from milk, dahi, and paneer to bread, batter, eggs, atta, and more — ensuring every Indian gets their required natural protein through simple, everyday foods.”  

In line with the insights from this survey, Country Delight has recently launched High Protein Cow’s Milk, containing 2X (30g) protein per 450ml pack — meeting 50% of the daily RDA in just one serving. The new high-protein milk has no added protein powders, stabilizers, emulsifiers, or artificial ingredients. The milk is made using advanced natural filtration technology that reduces excess water while preserving all essential nutrients.

In addition, Country Delight and HRX, India’s leading fitness and active lifestyle brand founded by Hrithik Roshan and Exceed Entertainment, have joined hands to launch Mission Protein – a nationwide initiative aimed at addressing India’s growing protein deficiency.

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About Country Delight: Making India Live Better

Founded in 2013, Country Delight is a leading kitchen essentials brand built on the core values of customer-first thinking, tech-driven problem-solving, and ownership-driven team building. Today, with over 2,500 employees and a robust distribution network of 10,000+ partners, Country Delight has grown to become a household name across the country. Country Delight’s milk and dairy products are synonymous with quality, undergoing over 140 rigorous quality checks to ensure they meet the highest standards. The brand is certified by ISO, USFDA (FSVP- FSMA), and FSSC, reflecting its commitment to product quality, safety, and excellence. In addition to dairy, Country Delight offers a wide range of food products, including fruits, vegetables, daily essentials, groceries, and now Oat beverage, and continues to expand its footprint across India. For more information, visit: https://countrydelight.in/products/milk-coconut-water/high-protein-cow-milk

About LocalCircles

LocalCircles, India’s leading Community Social Media platform, enables citizens and small businesses to escalate issues for policy and enforcement interventions and enables the Government to make policies that are citizen and small business-centric. LocalCircles is also India’s # 1 pollster on issues of governance, public and consumer interest. More about LocalCircles can be found on www.localcircles.com  

For Media Contact – Muskan Saini (9928097251), Ishita Singh (89592 58236)