Amul’s latest high-protein launch sparks memes, netizens ask brand to introduce protein-infused cigarettes, vada pav, and more

In recent months, Amul has introduced a variety of high-protein products such as Amul Protein Lassi and Amul High Protein Kool Coffee, each offering at least 10 grams of protein. These products have gained popularity among fitness enthusiasts seeking affordable and convenient protein options.

However, the launch of a high-protein kulfi on Saturday triggered a wave of memes on social media.

While many users were excited to enjoy a dessert that also contributed to their daily protein intake, others humorously suggested absurd product ideas like protein-infused vada pav, samosa, and cigarettes. AI-generated memes added to the fun, imagining all kinds of items Amul could pack with protein. Some of these memes are pictured below.

This lighthearted response comes amid a serious issue: India is facing a widespread protein deficiency. A major survey by IMRB, titled ‘Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY),’ found that 73% of urban diets lack sufficient protein, and 90% of Indians consume less than the required amount.

Although the Indian Council of Medical Research advises a daily protein intake of 0.8 to 1 gram per kilogram of body weight, the average intake is only around 0.6 grams. Factors like economic limitations, diets high in carbohydrates, limited awareness, and the prevalence of vegetarian meals that often lack complete proteins contribute to the ongoing deficiency.