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Country Delight, one of India’s fastest-growing dairy innovators, has launched a high-protein cow milk containing 30 grams of protein per 450ml pack—twice the protein of regular cow milk. This move is specifically designed to target India’s persistent and widespread protein deficiency, affecting nearly three-fourths of the population.
The milk is available exclusively via the Country Delight app, delivered fresh to homes within 24–36 hours of milking (often before 7 am for same-day orders), at Rs 41 per 450ml pack.
India’s Protein Challenge: A Critical Need
India is facing a major hidden health crisis: 73 percent of its population does not meet daily protein requirements, with the deficiency even higher among vegetarians and still significant among non-vegetarians. Most urban consumers are unaware of their true daily protein requirements (typically 48–60 grams per day). This gap results in fatigue, compromised immunity, stunted growth in children, muscular weakness, slower recovery times, hormonal imbalance, and reduced concentration and productivity.
While many try to fill this nutritional gap with artificially processed protein powders, affordability, awareness, and product purity remain barriers for everyday Indians. The need for accessible, natural, and reliable protein sources has never been greater.
What Makes the New High-Protein Milk Stand Out
Delivers 2X protein: 30 grams per 450ml pack, covering approximately half an average adult’s daily recommended protein allowance in one serving.
Uses advanced natural filtration technology: Removes excess water while preserving all the natural nutrients, keeping it clean-label and minimally processed, with no added powders, no stabilizers, no emulsifiers, and no artificial ingredients.
Versatile & nutrient-rich: Can be used in tea, coffee, shakes, curd, paneer, and desserts—with all the richness, flavor, and application of regular milk.
Purity-backed: Undergoes over 140 safety and quality tests in state-of-the-art ISO, USFDA, and FSSC-certified facilities.
Farm-to-door freshness: Sourced directly from farmers with no middlemen, bottled fresh, and home-delivered for maximum nutrient retention.
Why This Launch is a Game Changer
The protein deficiency problem in India isn’t simply tied to availability. Cultural food preferences, low nutritional awareness, economic barriers, and an over-reliance on carbohydrate-rich staples (rice, wheat) contribute to the gap, even among affluent households. Dairy, though easily available and familiar, typically doesn’t provide high protein density unless specially processed. With this natural high-protein milk, consumers are now offered a convenient way to meet their nutritional goals without resorting to heavily processed products or supplements.
The product is targeted towards active adults, fitness enthusiasts, growing children, and families who are seeking a natural, safe, and simple way to improve their protein intake.
Country Delight’s Broader Vision
With direct farmer partnerships and a digital-only distribution via the app, the brand’s supply chain maximizes both freshness and farmer income by eliminating intermediaries.
Country Delight plans to expand its high-protein food portfolio, introducing protein-rich paneer, dahi, whole grain breads, and fresh batters in the coming months.
The overall aim is to help redefine India’s daily nutrition and empower families to meet their dietary protein needs effortlessly from everyday foods, supporting a healthier, stronger, and more productive society.
India’s Protein Revolution: What Lies Ahead
With the introduction of this high-protein cow milk, Country Delight is not just responding to a dietary trend but aiming to drive a seismic shift in the nation’s approach to food, health, and well-being. As India pivots to higher awareness around nutrition, this launch could well mark a new chapter in everyday nutrition—building a bridge between traditional habits and future-forward health goals.
Source: Business Standard
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