Amul, India’s largest dairy cooperative based in Gujarat, announced plans to increase its protein powder production capacity fivefold. Backed by a strategic IPL marketing campaign, this move aligns with rising demand for dairy-based proteins in India’s fitness and nutrition sectors. The initiative also aims to boost farmer incomes by focusing on higher-margin health products.
Amul, India’s largest dairy cooperative headquartered in Gujarat, has revealed ambitious plans to quintuple its protein powder production capacity. The Gujarat Cooperative Milk Marketing Federation (GCMMF), which operates the Amul brand, aims to scale up annual output from 1,000 tonnes to 5,000 tonnes to meet surging demand for dairy-based proteins in India’s growing health and wellness market.
The expansion coincides with a high-visibility marketing campaign during the Indian Premier League (IPL), which Amul is using as a platform to drive consumer awareness around the importance of daily protein intake. This strategic push into the sports nutrition space is part of Amul’s broader goal of supporting India’s transition toward protein sufficiency while enhancing the value chain for its dairy farmers.
Amul’s protein portfolio includes whey and casein-based products that cater to both fitness enthusiasts and general consumers embracing nutrition-led lifestyles.
We are building long-term value by expanding into functional food segments. Our focus is to ensure protein-rich diets reach more households while creating better returns for our farmers.”
Jayen Mehta, Managing Director of Amul
Industry experts say the move reflects a larger trend among Indian cooperatives to diversify into higher-margin nutraceutical and wellness products. With rising consumer health consciousness and evolving dietary habits, Amul’s aggressive protein strategy is well-positioned to capture significant market share in this emerging segment.
