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Whey Protein Demand Hits India's Kitchens, Import Costs Bite
Household demand for whey protein is rising in India as the supplement enters cooking and baking. But import costs and domestic supply constraints squeeze margins for brands that bet on volume growth without locking in raw material prices.
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The whey protein market in India has moved well past the gym. Households are buying the supplement for cooking and baking, a shift that has widened the consumer base but also exposed brands to a raw-material squeeze.
Domestic production has not kept up with the demand surge. That leaves companies dependent on imported whey, and international dairy prices have firmed. The result is volume growth that is increasingly hard to turn into profit.