Brands
Move over malted drinks. India has fallen in love with proteins.
Horlicks is on the block, Complan is said to be looking for a buyer as well. Meanwhile, a barrage of newfangled proteinaceous treats are eyeing the newly health-conscious Indian.
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The molecular structue of whey protein; MOLEKUUL/Science Photo Library RF/Getty Images
How do you tell when a food product has become desi enough? When Patanjali wants you to eat it.We are talking about the newfangled phenomenon of protein bars. Or their more sugar- and carb-infused alternative, energy bars.Do you know how many protein-bar brands are available in India? At least half a dozen homegrown ones, including Delhi's Feel Mighty
protein and essential nutrients, endorsed by international paediatricians. For what it's worth, GSK-CH India's latest annual report (FY17-18) mentions "protein" 13 times versus just five times in the report from a year earlier. The earliest available report, from FY2001-02, mentions protein only twice, as a matter of industrial disclosure of manufacturing capacity. Management discussion does not bring it up.
