Is Amul on a crusade to fix India’s protein deficiency issue? The milk brand has introduced a variety of high-protein offerings ranging from Amul Protein Lassi to Amul High Protein Kool Coffee – in the past few months, each containing 10 grams of protein or more. The offerings have won Amul lots of hearts from the fitness fraternity that is constantly seeking pocket-friendly and easily available protein options.
On Saturday, however, Amul’s introduction of a high-protein kulfi caused a social media meme fest. Consumers revelled at having the ability to have a dessert while getting some of their protein requirement. Other people imagined all the products for which Amul might introduce protein – with humorous ideas ranging from protein cigarettes to protein hair development serum.
A Meme fest over Protein Products
Meme creators utilized AI to envision products in which Amul might add protein.
“Amul is single-handedly making India fitter, leaner, and stronger – 10g at a time! From a protein-deficient nation to a protein-powered future!” read one post on X, imagining high-protein samosas from Amul.
🫡 Amul is single-handedly making India fitter, leaner, and stronger – 10g at a time!
From a protein-deficient nation to a protein-powered future!#Amul #ProteinRevolution /s pic.twitter.com/jFg4iEUQ2e
— Cards Wizard (@cards_wizard) April 28, 2025
‘Amul protein cigarettes’ amused smokers and non-smokers alike
Only Amul can do this pic.twitter.com/7ANdA2Pv0m
— Arpit Kushwaha (@Lawyerwhosquats) April 28, 2025
People even joked about Amul fixing all of the nation’s deficiencies, imagining an Amul hair growth serum for men.
Amul adding protein in everything. pic.twitter.com/9xLL8ogJeY
— Harshhh! (@Harsh_humour) April 28, 2025
India’s Protein Issue
India has a critical protein deficiency issue, with several surveys emphasizing the extent of the crisis. It is seen from the ‘Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)’ survey carried out by top market research company IMRB that 73% of urban Indian diets lack protein and 9 out of every 10 Indians are not getting enough protein.
In spite of the Indian Council of Medical Research (ICMR) suggesting protein intake of 0.8 to 1 gram per kilo body weight, the overall consumption is only about 0.6 grams on average. The economic restrictions, carbohydrate-dominant eating habits, lack of awareness, and prevalence of vegetarian diets devoid of complete proteins all lead to such a low consumption.
