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Poosarla Sai Karthik
Tech guy with a busi... • 5m
The protein hype is real. But not all of it is real. Post COVID, there has been a huge shift in people’s mindset about health and fitness. People have started considering it a crucial part of their lives. Earlier, there were people who used to go to the gym or for morning walks, but they never really understood the importance of diet and protein intake. They used to just eat a lot and burn it off through exercise, which eventually led to health issues at a certain point in life. Now, we see protein everywhere Powders, bars, chips, even protein water. It’s everywhere now. What’s actually going on? 1. Rise in demand The awareness around fitness has gone beyond just athletes. Office goers, college students, working parents — all are now checking their protein intake. 2. Supply chain boost Brands are importing and sourcing high quality whey, soy, and plant protein in bulk. Manufacturers are also partnering with D2C brands to push their products into Tier 1 and Tier 2 cities. 3. But here’s the thing. It’s not just a trend. Protein is actually essential for body repair, muscle maintenance, hormone creation, and even better skin and hair. 4. It doesn’t have to come from a shiny jar. Dal, paneer, tofu, nuts, seeds, and eggs — many natural sources already exist in Indian households. Now, here’s the opportunity for businesses: Instead of chasing a one time product sale (like a protein bar or powder), focus on building a long term relationship around health education and personalized nutrition. Offer protein as part of a larger lifestyle solution (Think: tracking, meal planning, coaching, recipe kits) Create trust over time through science backed content (Not fear based marketing) Use tech and community to build habit loops (Like challenges, progress tracking, rewards for consistency)
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