{"id":530787,"date":"2026-07-08T06:48:16","date_gmt":"2026-07-08T06:48:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/530787\/"},"modified":"2026-07-08T06:48:16","modified_gmt":"2026-07-08T06:48:16","slug":"a-global-whey-shortage-is-rewriting-indias-protein-market-playbook","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/530787\/","title":{"rendered":"A global whey shortage is rewriting India\u2019s protein market playbook"},"content":{"rendered":"<p>For at least two years, Bengaluru-based Anushka K and her partner rarely thought twice before ordering a new pack of whey protein. Both work out regularly, so a scoop of The Whole Truth\u2019s whey protein every day helped them hit their daily protein goals.<\/p>\n<p>But two months ago, that routine became very expensive.<\/p>\n<p>\u201cI used to buy Whole Truth for roughly Rs 2,400 per kg. Now the same pack is close to Rs 4,500, which is an insane jump,\u201d says the 38-year-old. \u201cThe company said the increase was because of the global shortage and the war, which pushed up procurement costs because the raw material prices had increased sharply.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"For at least two years, Bengaluru-based Anushka K and her partner rarely thought twice before ordering a new&hellip;\n","protected":false},"author":2,"featured_media":530788,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[163,85,46,543],"class_list":["post-530787","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-health","tag-il","tag-israel","tag-nutrition"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/530787","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=530787"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/530787\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/530788"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=530787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=530787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=530787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}