As Indian consumers grow more conscious about what goes on their plate, protein and gut health have emerged as central pillars of everyday nutrition. With more people actively seeking protein-rich, fibre-forward,
clean-label, and nutrient-dense foods, the conversation has shifted from supplements and niche diets to staples that fit seamlessly into daily meals. Responding to this evolving mindset, ITC Limited has been steadily strengthening its health-first food portfolio, rooted in science, accessibility, and familiar formats.
According to Dr Shantanu Das, Vice President & Head of Food Sciences, Foods Division, ITC Limited, protein deficiency remains one of India’s most under-recognised nutritional challenges particularly among women.
A silent but widespread gap
Nearly 70% of Indians do not consume adequate protein in their daily diets, Dr Das points out. The gap is even more pronounced among women, with an estimated 50–80% falling short of their recommended intake. Despite protein being essential for muscle strength, metabolic health, hormonal balance, immunity, and recovery, awareness around its role, especially for women across life stages remains limited.
“Protein is not just about growth,” he explains. “It is required to maintain, repair, and recover the body throughout life.” Yet, in many Indian households, protein is neither consciously planned nor evenly distributed across meals.
Where women fall short
Indian women across age groups typically consume less protein than required. While the general recommendation ranges between 0.6–0.8 grams per kilogram of body weight (roughly 50 grams per day), many women consistently fall below this level. The requirement rises further to nearly 1.2 g/kg during strength training, ageing, or phases where muscle loss risk is higher.
The deficit becomes especially critical during adolescence, pregnancy, lactation, and post-menopause. In teenage years, adequate protein supports bone density and healthy haemoglobin levels. During pregnancy and breastfeeding, it is vital for fetal growth, maternal health, and milk production. Later in life, low protein intake can accelerate muscle loss and weaken metabolic health.
Another challenge lies in timing. Breakfasts and snack occasions in Indian diets are typically low in protein, and many meals lack a deliberate protein source altogether deepening the cumulative shortfall by the end of the day.
Why protein matters for long-term health
Low protein intake has far-reaching consequences beyond visible muscle loss. Over time, it can affect bone density, cognitive health, immunity, maternal and child outcomes, and metabolic resilience. Dr Das emphasises that bridging this gap does not require drastic dietary changes.
In some diets, protein quantity may appear sufficient, but quality often remains inadequate. Including at least one good-quality protein source such as paneer, curd, soya, eggs, or lean meat in every meal can significantly improve outcomes. Ideally, protein should contribute about 15–20% of total calories per meal, translating to roughly 15–20 grams.
A balanced combination of whole cereals, legumes and pulses, and milk often in a ratio of 3:1:2.5 can help achieve both the quantity and quality of protein required, while also supporting gut health through fibre and diverse nutrients.
Making protein part of everyday eating
At ITC Foods, protein accessibility is being addressed through familiar, everyday formats rather than specialised products alone. As part of its nutrition strategy, Help India Eat Better, the company focuses on offering foods that align with consumer preferences while delivering tangible health benefits.
Protein has been integrated into daily staples and meal occasions across age groups. Products like Aashirvaad Protein Atta allow consumers to meet nearly 25% of their daily protein requirement with just three rotis. Yoga Bar offers protein-rich breakfast and snack solutions from shakes delivering 26 grams of protein to bars with 10 grams and oats providing up to 20 grams per serving. Everyday additions such as Aashirvaad Soya Chunks and Moringa Atta further make it easier to boost protein intake without altering food habits.
For consumers over 40, including women navigating mid-life changes, ITC’s Right Shift portfolio provides science-led, protein-rich, high-fibre solutions designed to support muscle health, metabolism, and sustained energy throughout the day.
Protein trends shaping 2025 and beyond
With 2025 widely seen as the “Year of Protein,” Dr Das believes the momentum will only accelerate. What was once considered niche has now become a mainstream priority, extending beyond supplements to rotis, dairy, snacks, and breakfast foods.
Consumers are increasingly seeking clean ingredients, easy-to-digest formats, and solutions aligned with weight management and gut health. One of the strongest emerging trends is everyday proteinisation where protein is treated as a natural part of daily staples rather than an add-on. At the same time, high-quality plant-based proteins tailored to Indian palates are gaining traction.
Importantly, protein-rich foods are now expected to deliver more than just macros. Added fibre, essential micronutrients, metabolic support, and transparent labelling are becoming equally important anchored in sound nutritional science.
As India rethinks everyday nutrition, protein and gut health are no longer optional considerations. They are becoming foundational to how the country eats one roti, snack, and meal at a time.
