Did you know while 95% of Indian mothers know of ‘protein’, only 3% really understand the important functions of protein such as tissue repair, muscle health and long-term immunity? Despite the awareness of the macronutrient, 80% households believe that lack of protein does not impact overall health!
This is India’s underlying ‘Protein Paradox’- high importance vis-à-vis low understanding which could ultimately become a major factor in the gradually declining rate of quality protein consumption.

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What is affecting your household: Protein Paucity, Psyche or Pinch?

Protein Paradox, a 16-city study with over 2,000 mothers across India, finds key challenges in the protein intake of Indian households. From poor understanding to myths and misinformation, here’s a glance into what is making us eliminate protein from our daily diets.

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In the Protein Paradox report you can find out all about:

  • India's Nutrition and role of protein.
  • India’s Protein Paradox.
    • Protein Paucity
    • Protein Psych
    • Protein Pinch
  • Way forward & expert recommendations.
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About the Protein Paradox Study:
Protein Paradox, is a study by Right To Protein, developed based on the research conducted by commissioned research company Nielsen. The Protein Paradox study aims to understand and identify the practical challenges that pose as a barrier to protein consumption in India, including common myths and practices about protein, and facilitate evidence-based discussions by focusing on data, statistics and objective information. This study has been developed basis results from a survey which included 2,142 mothers of children in the age groups of 6-18 years residing in 16 cities across India. Right To Protein commissioned Nielsen to conduct this survey using a combination of Computer Assisted Personal Interviews (CAPI) as well as Face to Face (F2F) interviews in various local languages. The sample was based on the New Consumer Classification System (NCCS) which classifies households in India based on two variables – education of the chief wage earner and number of consumer durables owned by the family.