Godrej Jersey Launches Affordable High-Protein Paneer to Tackle Nutrition Deficiency in India
Godrej Jersey has made a strategic entry into the high-protein dairy segment with its new High Protein Paneer priced at ₹99. This initiative is designed to enhance accessibility to quality protein for Indian households, with each pack delivering 30 grams of protein derived fr om real milk. The launch comes at a time when India is facing significant protein deficiency, with 73% of the population consuming less than the recommended daily intake according to ICMR–NIN guidelines.
Dairy products such as paneer are vital protein sources in Indian diets. By introducing an affordable option, Godrej Jersey is addressing a critical nutritional gap and contributing to the regional dairy ecosystem. The high-protein paneer market has typically been constrained by premium pricing, with leading brands retailing at around ₹135 per pack. The new pricing by Godrej Jersey represents a nearly 25% reduction, thereby lowering the entry barrier for regular protein consumption.
Shantanu Raj, Head of Marketing at Godrej Jersey, emphasized the brand's focus on integrating nutrition into daily habits rather than occasional indulgence. An internal study revealed that 76% of Indian households already consume paneer, presenting an opportunity to promote it as a daily staple, especially in Tier-2 and Tier-3 markets wh ere affordability is crucial.
To overcome the perception of paneer as a premium product in Southern India, Godrej Jersey is employing a comprehensive market development strategy. This includes collaborations with regional food creators to showcase how high-protein paneer can be incorporated into everyday meals. The product will be available in modern retail outlets and select traditional trade channels, ensuring wide distribution.
Godrej Jersey's High Protein Paneer is positioned on three core strengths: premium nutrition, disruptive affordability, and consistent quality. This launch underscores the growing importance of value-added dairy products in enhancing nutrition security and market competitiveness.
