India, 23rd September 2024: Avvatar, a trusted name in the health and fitness industry, from the house of Parag Milk Foods, introduces Avvatar 100% Performance Whey Protein. This marks an important addition to its existing portfolio of high-quality whey protein This new product extends Avvatar's commitment to providing premium nutrition by offering a versatile whey protein designed for everyone. What sets it apart, is that it can be consumed not just by fitness enthusiasts but also by individuals seeking to enhance their daily protein intake, making it an ideal choice for supporting an active and balanced lifestyle.

India faces a significant nutrition deficit, with nearly 80% of the population lacking adequate protein in their diets, according to the Indian Medical Association (IMA). Avvatar aims to bridge this gap by offering a high-quality, and accessible, protein solution.

Sourced from cow's milk, Avvatar 100% Performance Whey provides 22g of protein per serving, offers nine essential amino acids, and supports overall health, including bone strength and digestion. It is available in two flavours, Belgian Chocolate and Cold Coffee, and is processed within 24 hours in a state-of-the-art facility to ensure optimal protein quality.

Commenting on the new launch,Ms. Akshali Shah, Executive Director, Parag Milk Foods, said, “We are excited to expand our product line with Avvatar 100% Performance Whey Protein, reinforcing our position as a market leader in the whey protein category. This launch represents a significant extension of our legacy in providing high-quality protein solutions. As we continue to lead in innovation, we aim to offer consumers a trusted and premium choice for their protein needs, building on our commitment to excellence in the nutrition industry.” 

Available in 1kg and 2kg packs, Avvatar 100% Performance Whey will be available on the Avvatar website and for purchase on e-commerce platforms such as Amazon and Flipkart. Not only this, as an exclusive launch day offer, every customer that purchases this new product will get their name featured in the packaging, replacing the brand's logo in its signature shape. This is to celebrate and connect with all those who buy the product. The product is priced at ₹2,099 for the 1kg pack and ₹3,899 for the 2kg pack.

About Parag Milk Foods Ltd:

Parag Milk Foods Limited, founded in 1992, is the largest private dairy FMCG company in India. Our manufacturing plants are ideally positioned in Manchar, Maharashtra, Palamaner, Andhra Pradesh, and Sonipat, Haryana. We sell healthful and nutritious 100% cow's milk products. Our integrated business approach and strong R&D capabilities have helped us establish ourselves as the innovation leader. Our Bhagyalaxmi Dairy Farm is distinguished by its pedigree, perfect cows, state-of-the-art milking, feeding, breeding, and packaging technology.

We pioneered the way with innovation and a robust distribution strategy, and we now have over 5 lakh retail touch points, 29 depots, and 500+ super stockists. We work with over 5 lakh farmers and are growing progressively to strengthen our distribution and procurement networks.

We have renowned brands- Gowardhan, Go, Pride of Cows and Avvatar. Our flagship brand, Gowardhan Ghee has more than 20% market share in the cow ghee category and our young and fun-loving brand- Go cheese has more than 35% market share. We are a leading player in the institutional and HORECA cheese business and are moving very fast into the consumer cheese segment. 

“Pride of Cows' ' was introduced with a proposition of Farm to Home concept targeted towards customers seeking premium quality dairy products. The Company has also ventured into the B2C segment for Whey Protein with the brand Avvatar – India’s 1st 100% vegetarian whey protein, first of its kind manufactured in India.

Our goal is to become the largest dairy FMCG Company that emphasizes health and nutrition to consumers through innovation