Plant-Based Startup Prot Targets India’s Protein Deficiency with Category-First Block

Mumbai-based startup Prot has released Prot Block, a new shelf-stable ingredient aimed at addressing protein deficiency in health-conscious Indians. The product offers 15g of protein and 10g of fiber per 100g, positioned as a versatile plant-based protein option not quite a meat alternative or tofu. The innovative offering targets the growing demand for high-protein, health-focused products in a country with a large vegetarian population.

With studies indicating a high prevalence of protein deficiency in India, the plant-based protein trend is gaining momentum, driving the growth of the vegan market by 18%. Prot Block spotlights peas as a primary ingredient, aiming to reduce the country's reliance on soy and offering a unique protein source. By addressing the need for functional, high-protein options, Prot aims to fill a gap in the market and contribute to the broader movement towards plant-based foods in India.