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<\/p>\nProtein brands love talking about quality \u2013 how many grams per scoop, how fast it helps build muscle, and how it fuels performance. What they rarely talk about is what happens after we drink it.<\/p>\n
Digestive discomfort \u2013 bloating, heaviness and the awkward aftermath of protein shakes \u2013 is a familiar experience for many consumers, yet one the category has largely avoided addressing.<\/p>\n
Wellbeing Nutrition is taking a different route. Its latest campaign flips the performance-obsessed narrative of whey protein by putting digestive comfort, not muscle gain, at the centre of the story.<\/p>\n
Moving beyond grams of protein<\/p>\n
According to Varun Kandhari, chief marketing and growth officer, Wellbeing Nutrition, the idea emerged from conversations with protein-aware consumers who were interested in supplements but hesitant to adopt them regularly.<\/p>\n
\u201cProtein consumption in India is no longer limited to gym-goers or strength trainers. It’s becoming much more broad-based,\u201d Kandhari says. \u201cBut when we spoke to consumers, one barrier that repeatedly came up was bloating or feeling heavy after consuming protein.\u201d<\/p>\n
The campaign addresses the awkward yet familiar experience through humour \u2013 an approach Kandhari believes helps make a sensitive topic easier to discuss. Digestibility concerns extend beyond non-fitness consumers, despite varying protein requirements based on age and lifestyle.<\/p>\n
The brand positions its whey protein around digestibility, arguing that consumers \u2013 whether they work out regularly or not \u2013 should not experience bloating or digestive discomfort unless they have a specific gut sensitivity.<\/p>\n
The opportunity for protein brands is also expanding. According to estimates by the IMARC Group, India\u2019s protein supplements market is valued at $912.9 million in 2025 and is projected to grow to $1.57 billion by 2034, as protein consumption moves beyond gyms into mainstream wellness.<\/p>\n
A broader target audience<\/p>\n
India\u2019s protein landscape is also undergoing a broader shift. As awareness around nutrition grows, protein is gradually moving from a performance-focused supplement to an everyday dietary component.<\/p>\n
Kandhari says the company increasingly sees consumers purchasing protein not just for muscle building but as part of their daily nutrition.<\/p>\n
\u201cMany of our consumers buy protein not necessarily for high-performance fitness but to incorporate it into their daily diet,\u201d he says.<\/p>\n
The brand primarily targets protein-aware consumers it describes as \u201cinformed explorers.\u201d This includes fitness enthusiasts, individuals looking to add more protein to their diets, and health-conscious consumers seeking to improve their overall nutrition.<\/p>\n
Rather than focusing only on gym-goers, the company aims to reach a broader audience that views protein as part of everyday wellness. Within its product portfolio, the 1 kg pack has emerged as the hero SKU (stock keeping unit), with both isolate (pure protein) and blend (a mix of different protein sources) variants seeing strong demand.<\/p>\n
This shift has also influenced the campaign\u2019s creative direction. Instead of high-intensity gym scenes, the ad focuses on everyday situations, reinforcing the idea that protein consumption is becoming more mainstream.<\/p>\n
Bringing protein into everyday diets<\/p>\n
Kandhari says whey protein can be incorporated into daily diets in multiple ways, making it easier for consumers to increase their protein intake without significantly changing their eating habits.<\/p>\n
It can be blended into shakes and smoothies, mixed with milk or water, or even added to traditional options such as chaas and yoghurt bowls. These flexible usage options allow consumers to experiment with recipes while maintaining their protein intake.<\/p>\n
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To encourage this behaviour, the brand has also introduced a \u201cWellbeing Caf\u00e9\u201d initiative in partnership with food and beverage outlets. Through the programme, protein-infused beverages and recipes are offered at caf\u00e9s such as Zepto Cafe, making healthier choices more accessible for consumers looking for nutritious options on the go.<\/p>\n
Protein marketing gets more experimental<\/p>\n
![\"Varun\"](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2026\/03\/varun-2026-03-12-23-38-37.jpeg\")
Varun Kandhari, chief marketing and growth officer, Wellbeing Nutrition<\/p>\n