Provilac Introduces India's First High-Protein Fresh Milk Product

Provilac has set a milestone in the Indian dairy industry by launching the nation's first high-protein fresh milk. This product aims to address the prevalent issue of protein deficiency, especially within vegetarian diets, by providing a convenient and familiar solution. Provilac's high-protein milk leverages advanced ultra-filtration technology to naturally concentrate the protein content, offering more than 25 grams of protein per 250 ml serving.

Unlike other protein supplements that often feel processed, Provilac's product remains within the fresh dairy category, maintaining its place as a staple in daily diets. The milk is lactose-free, zero-fat, and free from preservatives, catering to the rising consumer demand for clean-label nutrition. Siddharth Runwal, Founder of Provilac, highlights that the challenge in India is not the availability of milk but its limited ability to meet modern protein needs.

Provilac's distribution strategy involves a subscription-led, cold-chain delivery model, ensuring the freshness of the product. The brand currently operates in major urban areas including Mumbai, Pune, Delhi NCR, Jaipur, and Hyderabad. In 2025 alone, Provilac processed over 5.4 million deliveries, indicating robust consumer interest in premium nutrition-focused dairy products.

By positioning its product between traditional dairy and protein supplements, Provilac effectively fills a gap in the market. The product's short shelf life reflects its minimal processing, and its versatility allows it to be used in tea, coffee, cereals or smoothies, similar to conventional milk.

The introduction of high-protein milk by Provilac is not only a product launch but also a reshaping of consumer expectations regarding dairy products in India. The brand aims to enhance everyday nutrition without altering established dietary habits, thus creating a new sub-category within the Indian dairy market.