Game of flavours: Myprotein strikes India’s sports nutrition market with local flavours
The company introduced Protein Dosa, a soy protein isolate powder for making DIY dosa this month.
It also launched isolate whey protein in local flavours, ranging from kulfi – a traditional Indian ice cream flavour, to thandai – made of nuts and spices, as well as idli – a savoury rice cake, and mango lassi.
This set of new flavours is an addition to the existing chocolate brownie, strawberry cream, vanilla, banana whey protein offerings.
Of the new launches, the mango lassi is already one of the bestsellers, according to the company which only ventured into India last year.
The subsidiary of The Hut Group said it saw growth potential in India’s sports nutrition market with the prime minister Narendra Modi-led active lifestyle initiative ‘Fit India’ launched last year.
“Throughout this year and the coming years, we will be introducing products that give healthier substitutes to the usual snacks,” Esha Singh, MD of India and emerging markets said.
As the fitness enthusiast community grows, the firm also believes that a way to effective capture the sports nutrition market is to address the current lack of sports nutrition with local flavours.
“There is a huge gap in the active sports nutrition market, particularly for products with localised flavours, and we believe this is where we are leading with our innovation.
“We strongly believe that developing more localised flavours and focussing on lifestyle is where the strongest market potential lies,” a spokeswoman told NutraIngredients-Asia.
Homegrown Indian brands have also noticed the appeal of local flavours.
Bangalore-based Zenith Nutrition and Pune-based Six Pack Nutrition both sells whey protein powder in the kesar kulfi flavour. The latter also sells whey protein powder in the masala doodh flavour.
Aside from adopting local flavours, Myprotein has also started using ingredients that are locally sourced for products made in India.
This is done in conjunction with India’s ‘vocal for local’ initiative, where the idea is to promote local manufacturing, brands, and supply chain.
For Myprotein, its Protein Dosa is the first product where it had used ingredients sourced from India, such as its black gram dal flour and rice flour. The final product is also manufactured in India.
“We would also continue supporting the government initiative of producing and sourcing locally at the same time ensuring quality standards. This is our first step towards looking at local resources in India,” Singh said.