The D2C Protein Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 82,881 total live D2C Shopify stores operating in India, 70,164 of which have a product catalogue we could read. We found 668 stores that sell protein in some capacity, and 14,631 total live products.
In this research, we walk through the market size, some brands in this niche, pricing info, and more.
All of the data here comes from the Merchant Data API. You can use it to programmatically get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: September 2026.
D2C protein market overview
1 in every 105 Indian D2C stores on Shopify sells protein: 668 stores, 1% of the 70,164 whose catalogues we read. 388 of them (58%) are protein specialists, where protein is the largest product line or at least a quarter of the range. The other 280 sell protein next to something else, most often vitamins & supplements (91), grocery & staples (38), snacks (26), ayurveda & herbal (14).
The 118 specialist brands with measurable branded demand draw 817,374 branded searches a month between them, and the top 10 take 86% of that.
Activity in the last 90 days
Protein specialists listed 4,057 new products in the 90 days running up to this article's last update (11 September 2026). Any specialist protein brand that launched something new, on average, added 19 products.
Examples of brands recently adding new products
SuperYou listed 10 new protein products in the last 90 days. Examples:
Dr. Morepen listed 16 new protein products in the last 90 days. Examples:
Phab listed 10 new protein products in the last 90 days. Examples:
Top D2C brands selling protein in India
The ten most searched-for protein specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | naturaltein | Pune | 197,773 | 26 |
| 2 | Beastlife | Gurugram | 186,946 | 38 |
| 3 | SuperYou | Mumbai | 128,333 | 29 |
| 4 | Yoga Bar | Bengaluru | 51,053 | 31 |
| 5 | Cosmix | Ramanagara | 38,733 | 31 |
| 6 | Nutrabox | Ahmedabad | 33,226 | 34 |
| 7 | TruNativ | Mumbai | 29,306 | 26 |
| 8 | BigMuscles Nutrition | Faridabad | 14,280 | 47 |
| 9 | Muscle Nectar | Mumbai | 12,693 | 7 |
| 10 | Earthful | Hyderabad | 10,173 | 26 |
Protein pricing in D2C India
The median price of protein is ₹1,762 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹999 and ₹2,804.
Price per kg
Where the store gives a pack weight (49% of products), the median price is ₹3,110 per kg, or about ₹3,110 for a 1 kg pack. Half of stores' medians sit between ₹2,070 and ₹3,957 per kg.
Price by kind of protein
| Kind | Stores | Median price | Median price per kg |
|---|---|---|---|
| Whey protein | 180 | ₹4,499 | ₹2,848 |
| Creatine | 109 | ₹899 | ₹3,648 |
| Pre-workout | 97 | ₹1,800 | ₹5,000 |
| Mass gainers | 86 | ₹2,499 | ₹1,155 |
| Plant and vegan protein | 45 | ₹1,540 | ₹2,921 |
| Protein bars and snacks | 35 | ₹590 | ₹1,511 |
Example products
Lower end, around ₹1,343 per kg
Around the median, ₹3,110 per kg
Higher end, around ₹5,744 per kg
What Indian protein brands also sell
32% of protein specialists sell protein and nothing else. The rest carry at least one other line: vitamins & supplements for 56% of them, snacks for 11%.
Examples of what else protein brands sell
Nutrabox also sells vitamins & supplements. Examples:
More data on Indian protein brands
Geography
Mumbai, Delhi and Bengaluru are home to the most protein sellers. Punjab stands out: it has 5.3% of protein sellers against 2.8% of all stores.
| State | Protein sellers | % of protein sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 156 | 23.6% | 17.5% |
| Delhi | 100 | 15.2% | 13.8% |
| Haryana | 78 | 11.8% | 7% |
| Uttar Pradesh | 56 | 8.5% | 9.2% |
| Karnataka | 56 | 8.5% | 7.9% |
| Gujarat | 47 | 7.1% | 9.9% |
| Punjab | 35 | 5.3% | 2.8% |
| Telangana | 26 | 3.9% | 3.4% |
Cash on delivery
45% of protein sellers offer cash on delivery (always or with conditions), against 39.8% of all stores. Among protein specialists it is 44.4%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| naturaltein | Yes | The payments can be made through ‘prepaid mode’ (credit card, debit card, net banking, UPI, amazon pay, Paytm) or ‘cash on delivery mode. | /pages/cancellation-and-refund |
| Yoga Bar | Yes | The Website permits payment via various modes, including cash on delivery (COD), virtual payment wallets and online payments through debit/credit cards and internet banking. | /pages/terms-conditions |
| Earthful | Yes | Yes, Cash on delivery is acceptable for all our products. | /pages/faqs |
| Nutrabox | Conditional | No additional courier charges will be deducted separately for COD orders, as the upfront charges cover the delivery cost. | /pages/nutrabox-delivery-return-exchange-policy |
| Muscle Nectar | Conditional | For orders placed under the Split COD option, please note that the upfront partial payment is non-refundable under any circumstances. | /pages/delivery-returns-cancellation |
| Dr. Morepen | Conditional | SUMMER Sale live GET 5% OFF ON PREPAID OFFERS Free Shipping Above ₹999 & Cod Available | /pages/shipping-policy |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among protein sellers, with the same figure for all stores.
| App | Protein sellers | % of protein sellers | % of all stores |
|---|---|---|---|
| Judge.me | 408 | 61.2% | 46.1% |
| Shiprocket | 188 | 28.2% | 23.7% |
| GoKwik | 147 | 22% | 10.3% |
| Instafeed | 129 | 19.3% | 17.6% |
| Microsoft Clarity | 113 | 16.9% | 11.7% |
| Shiprocket Checkout (Fastrr) | 59 | 8.8% | 9.5% |
| GoAffPro | 49 | 7.3% | 2.1% |
| Wigzo | 45 | 6.7% | 5.1% |
| Shopflo | 44 | 6.6% | 2% |
| Avada SEO | 41 | 6.1% | 4.2% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these protein brands.
The biggest protein ranges belong to Desinutri (178 products), Olympia Nutritions (129 products) and Beastlife (125 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling protein" if its catalogue lists at least three live protein products, or a protein collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 11 September 2026. All of the data in this report is accessible via Merchant Data API, learn more here.