Parag Milk Foods has expanded its sports nutrition brand Avvatar into India’s rapidly growing ready-to-drink protein beverage segment through a strategic partnership with Tetra Pak. The company has launched Avvatar Protein Cold Coffee, a milk-based protein beverage introduced in India’s first Tetra Prisma® Aseptic 250E packaging format, aimed at combining convenience, nutrition, and taste for consumers seeking functional daily nutrition.
Priced at INR 120, the launch marks a significant expansion of Avvatar’s portfolio beyond traditional sports nutrition products into mainstream lifestyle and wellness consumption. The ready-to-drink beverage is designed to integrate protein intake into everyday routines by combining cold coffee with high-protein nutrition in an accessible format.
The launch comes amid strong growth in India’s whey protein-based products market and increasing awareness surrounding nutritional deficiencies across the country. According to the company, nearly 73 percent of Indians remain protein deficient, creating substantial demand for convenient protein-enriched products suitable for daily consumption.
Avvatar Protein Cold Coffee delivers 15 grams of protein in a 250 ml serving and contains no added sugar or artificial sweeteners. The beverage is available in Classic and Vanilla variants and is formulated using milk protein while maintaining a balance between indulgent taste and functional nutrition.
Designed for modern on-the-go consumption and mid-day energy requirements, the product reflects Avvatar’s strategic move into the broader health and wellness category. The beverage is packaged in an octagonal-shaped, lightweight, paper-based, and recyclable pack, aligning with the company’s focus on convenience-driven and environmentally conscious packaging solutions.
The launch also coincides with strong financial momentum for Parag Milk Foods. The company stated that its new-age business segment, including Avvatar, recorded a 91 percent year-on-year growth during the financial year 2025-26, highlighting rising consumer demand for health and nutrition products from trusted dairy brands.
Speaking on the launch, Akshali Shah said that protein consumption patterns in India are evolving rapidly, but many consumers still view protein intake as a conscious effort instead of a natural part of daily life. She stated that Avvatar Protein Cold Coffee was developed to bridge this gap by combining the familiarity of cold coffee with high-quality protein in a convenient ready-to-drink format. She added that the company believes the future of nutrition lies in products that combine taste, convenience, and performance.
Cassio Simoes said that functional beverages are gaining momentum in India and packaging is becoming a key factor in enabling new product categories to scale. He noted that the Tetra Prisma® Aseptic 250E format is widely used globally for ready-to-drink protein beverages and offers an effective balance of convenience, portion size, and product safety. He further stated that the metallized printing technology enhances shelf visibility by delivering a premium visual appearance. He added that Tetra Pak is pleased to partner with Parag Milk Foods in bringing the packaging innovation to the Indian market and supporting the evolution of protein consumption trends in the country.
Established in 1992, Parag Milk Foods is one of India’s largest private dairy FMCG companies with a nationwide presence. The company operates manufacturing facilities with in-house technology at Manchar and Thorandale in Maharashtra and Palamner in Andhra Pradesh. It markets cow’s milk-based dairy products under multiple brands, including Gowardhan, Go, Pride of Cows, and Avvatar.
The company’s product portfolio includes clarified butter, curd, cottage cheese, liquid milk, cheese, ultra-high-temperature milk, buttermilk, lassi, flavored milk shakes, and whey protein-based sports nutrition products. Its dairy farm, Bhagyalaxmi, houses more than 5,000 cows and operates an automated milking system. Through Avvatar, Parag Milk Foods introduced India’s first 100 percent vegetarian whey protein brand and continues to position itself as a health and nutrition-focused dairy FMCG company with ambitions to become a global nutrition provider.
The launch of Avvatar Protein Cold Coffee signals a major shift in India’s evolving nutrition and functional beverage landscape, where dairy-based protein products are increasingly moving beyond fitness-focused consumers into mainstream daily consumption habits.
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