New launches in Bengaluru and Mumbai aim to bridge India’s protein gap through everyday staples
iD Fresh Food has expanded its protein portfolio with the launch of iD Protein Chapati and iD Protein Parota, marking a strategic push into India’s fast-growing protein-infused food segment.
The new products are currently available in Bengaluru and Mumbai, with Delhi slated to follow later this month. The launch builds on the company’s earlier protein-rich batter offering and signals its intent to integrate higher nutritional value into widely consumed daily staples.
India continues to grapple with a significant protein deficit, with a large section of the population failing to meet recommended daily intake levels. While consumer awareness around protein consumption is rising, it is often associated with supplements or drastic dietary shifts. iD Fresh is positioning its latest offerings as a more seamless alternative — enriching foods already embedded in Indian households, such as chapatis and parotas.
The company is entering a protein-infused food market valued at approximately INR 38,247 crore in 2024, projected to surpass INR 1.36 lakh crore by 2033, driven by increasing consumer focus on everyday nutrition and functional foods.
Rajat Diwaker, CEO, India, iD Fresh Food, said the expansion reflects the brand’s core philosophy of improving daily food consumption. “With Protein Chapati and Protein Parota, we are enabling consumers to bridge their daily protein gap without changing what they eat. It is about enhancing the nutritional value of staples that are already part of millions of Indian households,” he said.
Enakshi Dasgupta, Head of New Product Development, added that the innovation strategy remains centred on relevance and ease. Following the positive response to the protein batter range, extending the proposition to staple formats was a natural progression, she noted.
The products have been developed in line with the brand’s clean-label positioning, remaining free from preservatives, chemicals and artificial additives while maintaining taste, softness and authenticity associated with traditional staples.
