Well-known FMCG companies have spent years establishing their presence here. Tata Consumer Products introduced plant-based protein supplements through Tata GoFit in 2022, and the company’s strategy includes protein as a “horizon” category ripe for expansion. Amul also expanded its offerings into protein fortified products with protein dahi in August 2024, high protein kulfi in April 2025 and high protein wheat flour in March 2026, while Marico acquired plant-based brand Cosmix Wellness in February. Meanwhile, several startups such as Epigamia, The Whole Truth and Fast&Up are creating brands of powders, bars, snacks and drinks.