Why a protein punch in your breakfast makes business sense for brands

Protein has already made its way into chocolates, wafers and ice cream. Now, it is coming to something even more familiar—idli, dosa and upma.

“Breakfast is something people don't want to experiment with. It has to be familiar. You don't want surprises early in the morning as you begin the day,” says Sunay Bhasin, CEO of Orkla-owned MTR Foods.

According to market research firm IMARC Group, India's protein-based products market was valued at Rs 38,247 crore in 2024 and is projected to reach Rs 1.36 lakh crore by 2033, growing at a compound annual growth rate (CAGR) of 15.17 per cent.

To tap into the growing awareness around protein among urban consumers, the legacy South Indian brand has introduced six products. These include dry mixes, such as Protein Rava Idli Mix, Protein Dosa Mix and Protein Upma Mix, as well as the 3-Minute Breakfast range featuring Protein Poha, Protein Khatta Meetha Poha and Protein Upma. Each product contains 10 grams of plant protein sourced from soy.

“The aim has been to ensure that the familiar taste doesn't change with the addition of protein,” says Bhasin. He expects the new range to drive growth in the next financial year as Indian consumers become more conscious about healthy eating, clean ingredients and getting adequate protein in their diets.

The products have initially been launched across the top four metros through quick commerce platforms, with plans to expand to 28 cities by the end of the year.

The focus on quick commerce is telling. E-commerce now contributes 8.7 per cent of the company's overall revenue, with the channel growing 38 per cent in the last financial year.

Bhasin says consumer preferences have evolved from familiarity and convenience to “permissibility”. He explains that in 2017, as nuclear families became more common and traditional social structures changed, MTR introduced convenient products, such as its 3-Minute Breakfast range of upma and poha to cater to busy mornings. Today, he says, consumers also want foods that align with trends around clean ingredients, conscious eating and higher protein intake—preferences increasingly shaped by social media.

Bengaluru-based iD Fresh Food has also been rapidly expanding its protein portfolio. In addition to its high-protein idli-dosa batter and paneer, the company earlier this year launched iD Protein Chapati and iD Protein Parota.

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