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While a section of people were delighted by the announcement as it meant that they could now have something sweet with a side of protein, started a meme fest on social media.
Amul recently launched a high-protein Kulfi. (Photo Credit: X)
Seems like the cooperative giant Amul is on a spree to get rid of India’s protein deficiency problem. Is the dairy brand on a mission to make the country fitter and healthier? It is likely because, over the past few months, Amul has been introducing one high-protein product after another, from Amul Protein Lassi to High Protein Kool Coffee, all of which have a protein content of 10 grams or more per serving.
With such budget-friendly and easily accessible options, Amul has managed to win over consumers who are always looking for protein-rich food items. But things took a hilarious turn when the brand launched a high-protein Kulfi on Saturday, April 26. Yes, you read it right, a Kulfi. While a section of people online were delighted by the announcement as it meant that they could now have something sweet with a side of protein, others immediately started a meme fest on social media.
AI became handy to the users as they took advantage of it and generated pictures which imagined Amul’s high-protein products, ranging from Samosas and cigarettes to hair serum and much more.
One X user shared a hilarious post on the platform, writing, “Amul is single-handedly making India fitter, leaner, and stronger – 10g at a time! From a protein-deficient nation to a protein-powered future! #Amul #ProteinRevolution.”
Another user suggested Amul should now launch a high-protein cigarette pack, saying, “Only Amul can do this.”
Someone else asked the brand to launch a protein-packed Vada Pav production. They wrote, “Bro Amul, this will solve a lot of things pls!”
The memes were endless as a section wanted a protein-rich whiskey, and yet another joked that Amul would soon fix the nation’s protein deficiency problem by launching a hair growth serum.
A user even used a still from Breaking Bad to picturise how Amul must be adding protein to all its products, saying, “Amul adding protein in everything.”
Jokes aside, there is a serious problem related to protein deficiency in India. According to multiple surveys highlighting this issue, India has one of the highest rates of protein deficiency in the world. As per the ‘Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)’ conducted by market research firm IMRB, it was observed that 73% of urban Indian diets lack sufficient amounts of protein. The survey also noted that 9 out of 10 Indians do not meet their daily recommended protein intake.
The Indian Council of Medical Research (ICMR) recommends that individuals take at least 0.8 grams to 1.0 grams of protein per kilogram of their body weight. Despite this, on average, an Indian consumes only 0.6 grams of protein per kg of their weight. There is a mix of factors, such as economic constraints, traditional diets and the dominance of vegetarianism, that is contributing to this deficiency in Indians.
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