The D2C Protein Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 72,203 total live D2C Shopify stores operating in India. We found 653 stores that sell protein in some capacity, and 15,380 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 Merchant Data. You can use its API or web UI to get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: November 2026.
D2C protein market overview
1 in every 111 Indian D2C stores on Shopify sells protein: 653 stores, 0.9% of the 72,203 we track. 368 of them (56%) are protein specialists, where protein is the largest product line or at least a quarter of the range. The other 285 sell protein next to something else, most often vitamins & supplements (89), grocery & staples (41), snacks (28), ayurveda & herbal (10).
The 133 specialist brands with measurable branded demand draw 909,582 branded searches a month between them, and the top 10 take 89% of that.
Activity in the last 90 days
Protein specialists listed 3,959 new products in the 90 days running up to this article's last update (22 October 2026). Any specialist protein brand that launched something new, on average, added 20 products.
Examples of brands recently adding new products
SuperYou listed 10 new protein products in the last 90 days. Examples:
Phab listed 9 new protein products in the last 90 days. Examples:
Muscle Invader listed 32 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 | naturalteinBrands like naturaltein → | Pune | 212,333 | 26 |
| 2 | BeastlifeBrands like Beastlife → | Gurugram | 191,986 | 37 |
| 3 | SuperYouBrands like SuperYou → | Mumbai | 164,640 | 29 |
| 4 | OZivaBrands like OZiva → | Mumbai | 67,293 | 49 |
| 5 | Yoga BarBrands like Yoga Bar → | Bengaluru | 56,560 | 31 |
| 6 | NutraboxBrands like Nutrabox → | Ahmedabad | 43,586 | 34 |
| 7 | TruNativ | Mumbai | 28,093 | 26 |
| 8 | BigMuscles NutritionBrands like BigMuscles Nutrition → | Faridabad | 17,640 | 47 |
| 9 | Muscle Nectar | Mumbai | 14,093 | 7 |
| 10 | Dr. MorepenBrands like Dr. Morepen → | Delhi | 8,586 | 35 |
Protein pricing in D2C India
The median price of protein is ₹1,799 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹1,046 and ₹2,920.
Brands that sell protein by price: under ₹2,000.
Price per kg
Where the store gives a pack weight (48% of products), the median price is ₹3,021 per kg, or about ₹3,021 for a 1 kg pack. Half of stores' medians sit between ₹2,011 and ₹3,838 per kg.
Price by kind of protein
| Kind | Stores | Median price | Median price per kg |
|---|---|---|---|
| Whey protein | 142 | ₹4,499 | ₹2,775 |
| Creatine | 83 | ₹927 | ₹3,600 |
| Pre-workout | 78 | ₹1,800 | ₹4,845 |
| Mass gainers | 67 | ₹2,300 | ₹1,221 |
| Plant and vegan protein | 38 | ₹1,518 | ₹2,921 |
| Protein bars and snacks | 27 | ₹590 | ₹1,688 |
Example products
Lower end, around ₹1,420 per kg
Around the median, ₹3,021 per kg
Higher end, around ₹5,760 per kg
What Indian protein brands also sell
36% of protein specialists sell protein and nothing else. The rest carry at least one other line: vitamins & supplements for 52% of them, grocery & staples for 9%.
Examples of what else protein brands sell
Optimum Nutrition also sells vitamins & supplements. Examples:
Front also sells snacks. Examples:
More data on Indian protein brands
Geography
Mumbai, Delhi and Bengaluru are home to the most protein sellers. Punjab stands out: it has 5.1% of protein sellers against 2.9% of all stores.
| State | Protein sellers | % of protein sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 156 | 24.3% | 17.7% |
| Delhi | 97 | 15.1% | 13.9% |
| Haryana | 76 | 11.9% | 6.9% |
| Karnataka | 53 | 8.3% | 7.9% |
| Uttar Pradesh | 53 | 8.3% | 9% |
| Gujarat | 48 | 7.5% | 10% |
| Punjab | 33 | 5.1% | 2.9% |
| Telangana | 24 | 3.7% | 3.4% |
Cash on delivery
46.9% of protein sellers offer cash on delivery (always or with conditions), against 40.6% of all stores. Among protein specialists it is 45.2%.
| 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. | naturaltein.in/pages/cancellation-and-refund |
| SuperYou | Yes | We offer Cash on Delivery (COD) as a payment option across India. | superyou.in/policies/shipping-policy |
| 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. | yogabars.in/pages/terms-conditions |
| Nutrabox | Conditional | No additional courier charges will be deducted separately for COD orders, as the upfront charges cover the delivery cost. | nutrabox.in/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. | musclenectar.com/pages/delivery-returns-cancellation |
| Dr. Morepen | Conditional | SUMMER Sale live GET 5% OFF ON PREPAID OFFERS Free Shipping Above ₹999 & Cod Available | health.drmorepen.com/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 | 400 | 61.3% | 45.7% |
| Shiprocket | 185 | 28.3% | 23.5% |
| GoKwik | 140 | 21.4% | 10.4% |
| Instafeed | 126 | 19.3% | 17.7% |
| Microsoft Clarity | 111 | 17% | 12% |
| Shiprocket Checkout (Fastrr) | 64 | 9.8% | 9.6% |
| GoAffPro | 47 | 7.2% | 2.1% |
| Shopflo | 45 | 6.9% | 1.9% |
| Wigzo | 43 | 6.6% | 5% |
| Klaviyo | 38 | 5.8% | 4.3% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these protein brands.
The biggest protein ranges belong to Front (286 products), Muscle & Strength (256 products) and Agrosaf (226 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 22 October 2026. All of the data in this report is accessible via Merchant Data's API or web UI, learn more here.