Country Delight has introduced a high-protein variant of cow milk, offering 30 grams of protein per 450 ml pack—more than double the protein content of standard milk. The launch comes as India grapples with a significant nutrition gap, with studies showing that 73 percent of the population does not meet the recommended daily protein intake. Among vegetarians, this number exceeds 90 percent.

The Gurgaon-headquartered startup said the milk is produced using an advanced filtration method, which naturally concentrates the protein content without relying on synthetic additives or reconstitution powders. According to the company, one serving of this new milk variant delivers roughly half of an average adult’s daily protein requirement.

Chakradhar Gade, co-founder and CEO of Country Delight, said the product is part of a larger clean-label strategy focused on minimal processing and transparency. “We’re not in the business of making meal replacements. Our goal is to upgrade daily essentials like milk, curd, and paneer so that better nutrition becomes routine,” he said.

This launch places Country Delight in direct competition with larger dairy brands like Amul, Mother Dairy, and Parag Milk Foods, which have also expanded into high-protein categories in recent quarters. These companies have rolled out fortified yogurt, paneer, and whey beverages as part of a broader shift toward functional dairy.

Industry watchers say the rise in protein-forward offerings reflects growing demand for nutritionally dense foods that don’t disrupt traditional eating habits. As consumers become more aware of the health risks associated with low protein intake—ranging from fatigue to poor muscle health—staple foods like milk are becoming key vehicles for nutritional intervention.

Country Delight’s high-protein milk is expected to roll out across major metro markets starting this month, with protein-rich curd and paneer variants in the pipeline.