New product targets protein deficiency, creates a new sub-category in India’s dairy market

Provilac has marked a major milestone in India’s dairy sector with the launch of the country’s first high-protein fresh milk, positioning the product as a convenient, everyday solution to address widespread protein deficiency, particularly in vegetarian diets.

Produced using advanced ultra-filtration technology, Provilac’s high-protein milk naturally concentrates protein content without altering taste or usage. Each 250 ml serving delivers over 25 grams of protein, significantly higher than conventional milk, while retaining the familiarity of a staple household продукт.

The product is distributed through a subscription-led, cold-chain delivery model, ensuring freshness and quality. Provilac currently operates across key urban markets including Mumbai, Pune, Delhi NCR, Jaipur, and Hyderabad. In 2025 alone, the company processed more than 5.4 million deliveries, reflecting growing consumer demand for premium, nutrition-focused dairy offerings.

By positioning high-protein milk between traditional dairy and protein supplements, Provilac addresses an underserved market gap. The product’s short shelf life underscores its minimal processing, while its versatility allows it to be consumed just like regular milk—in tea, coffee, cereals, or smoothies—without requiring changes to established dietary habits.

Industry observers note that Provilac’s launch signals a broader shift in consumer expectations, as Indian households increasingly seek functional nutrition embedded in everyday foods rather than standalone supplements.

With this launch, Provilac aims to redefine daily nutrition and establish a new sub-category within the Indian dairy market—enhancing protein intake seamlessly, without disrupting familiar consumption patterns.