Amul Just Made Protein Startups Run for Their Lives (With a Lassi in One Hand)
Welcome to India’s ₹12,800 crore protein market. Once upon a time, it was ruled by gym bros in sleeveless T-shirts, carrying shaker bottles and flexing in mirrors. But now? It’s the age of protein lassi, protein chaas, protein kulfi, and soon… maybe even protein dosa and protein rasgulla! And who’s...