Mumbai, Jan 15: For decades, milk has been India’s most trusted source of daily nourishment -poured into morning chai, evening glasses for children, and shared across generations. Yet, in a country where a large part of the population follows vegetarian diets, a silent nutritional gap persists: protein deficiency, even among families who consume milk every day.

As awareness around fitness and nutrition grows, the most common solutions have been protein powders, supplements, and fortified drinks -products that often feel processed, unfamiliar, or difficult to sustain long term. But what if the answer wasn’t adding something new to the diet, but unlocking more nutrition from what Indians already consume daily?

This question lies at the heart of Provilac, India’s pioneering fresh high-protein milk brand, which is redefining the role of everyday dairy in modern Indian nutrition.

Rethinking Protein -Without Changing Habits

Built on the belief that nutrition should fit seamlessly into Indian routines, Provilac uses advanced ultra-filtration technology to naturally concentrate the protein already present in milk -without adding isolates, powders, or artificial enhancers.

“India doesn’t have a milk problem; it has a protein gap that milk alone hasn’t been able to solve,” said Siddharth Runwal, Founder, Provilac. “We asked a simple but powerful question: what if the daily glass of milk could be nutritionally stronger without asking people to change their habits? Ultra-filtration allows us to unlock milk’s natural protein potential while keeping it fresh, familiar, and rooted in Indian households.”

The result is a fresh, lactose-free, zero-fat milk that delivers 25g+ of natural protein in a single 250 ml glass -nearly three times that of regular milk -while retaining the taste and versatility consumers expect.

Unlike packaged protein beverages or long-shelf-life carton milks, Provilac remains firmly rooted in the fresh dairy category, with a short shelf life that reflects minimal processing and zero preservatives. It can be consumed just like regular milk -in tea, coffee, cereals, smoothies, or straight from the glass -making higher protein intake effortless rather than intimidating.

Why High-Protein Milk, Why Now?

India’s nutrition conversation is evolving. Fitness is no longer limited to athletes, and protein needs are no longer confined to gym-goers. From growing children and busy professionals to ageing parents looking to maintain muscle strength, protein has become a daily requirement, not a niche supplement.

“Consumers today are far more label-aware and ingredient-conscious than ever before,” said Avneedra Lamba, Chief Marketing Officer, Provilac. “They want clean nutrition that feels real, not synthetic or excessive. High-protein milk works because it upgrades what people already trust, instead of asking them to add another product. Our role is to build awareness around why protein quality, source, and format matter -especially in a country that consumes milk every day.”

By concentrating natural milk protein through filtration -a process globally recognised in premium dairy markets -Provilac brings science-led innovation to Indian dairy without disrupting tradition.

Freshness as a Differentiator

Provilac follows a subscription-led, cold-chain delivery model to ensure milk reaches consumers fresh at their doorstep. Available across Mumbai, Pune, Delhi NCR, Jaipur and Hyderabad, the brand processed over 5.4 million deliveries in 2025, reflecting rising demand for clean-label, high-nutrition dairy that fits seamlessly into everyday life.

Building India’s Fresh High-Protein Dairy Category

In a market dominated by regular milk on one end and processed protein solutions on the other, Provilac is carving out a distinct space -fresh, natural, high-protein milk.

As India’s nutrition priorities shift from quantity to quality, Provilac reflects a larger movement: making everyday food work harder for better health. Not by adding more to the plate, but by making what’s already there more powerful.

With every glass, Provilac isn’t just delivering milk -it’s quietly changing what India expects from it.