Foodstrong signs Sara Ali Khan to court women as India's Rs 44,000 crore protein category goes mainstream
Our read
Foodstrong's Sara Ali Khan deal is likely to lift awareness among women shoppers, but durable gains in India's protein category depend on repeat purchase, not celebrity reach.
For operators
With protein moving from gym-shelf niche to everyday food and Foodstrong putting Sara Ali Khan behind a women-focused push, retailers should review protein assortment, shelf placement and promotions beyond the sports-nutrition aisle, toward breakfast, snacking and beverage sets.
Watch
Foodstrong announcing new product launches or format extensions in mainstream food and beverage
The report
Foodstrong appointed Sara Ali Khan as brand ambassador as India's protein-based products category, valued at approximately Rs 44,000 crore in 2025, is projected to more than triple over the next decade. The brand is expanding into mainstream food and beverage formats, targeting women consumers.
- Protein-based products category value, 2025
- ₹44,000 crore
What to track next
- Listings and ranking movement for Foodstrong on quick-commerce and e-commerce platforms after the campaign
- Competitor ambassador deals or protein launches targeting women
- Any Foodstrong disclosure of sales growth, repeat-purchase rates or funding after the signing
- Updated category estimates against the Rs 44,000 crore 2025 base