Targeting India’s 3-in-4 protein-deficient population, the campaign introduces clean-label dairy essentials with 2X protein content, delivered direct to home via Country Delight’s nationwide platform
HRX, India’s leading fitness and lifestyle brand co-founded by Hrithik Roshan and Exceed Entertainment, has joined hands with Country Delight to launch Mission Protein, a national campaign aimed at tackling India’s widespread protein deficiency.
According to national health data, three out of four Indians do not consume adequate protein. With this collaboration, HRX and Country Delight aim to address this challenge by offering high-protein, clean-label dairy products such as milk, paneer and curd, delivered directly to homes across India.
Speaking about the initiative, Hrithik Roshan, Founder of HRX, said,
“The foundation of fitness is in nourishment and Mission Protein is here to bridge the gap and ensure your daily protein intake is met with. Our partnership with Country Delight is to ensure your health needs are met, right in your homes.”
Afsar Zaidi, Founder of HRX, added,
“Mission Protein marks an exciting expansion of HRX’s purpose of making holistic wellness more accessible. With Country Delight’s reach and HRX’s fitness ethos, we are addressing a real, everyday need.”
On behalf of Country Delight, Chakradhar Gade, Co-founder and CEO, said,
“Country Delight is built with a single purpose to help India live better. With HRX, we are proud to launch Mission Protein India, making clean, natural protein a daily habit, not a luxury.”
The newly launched high-protein milk delivers 30 grams of protein per 450 ml pack, meeting 50 percent of an adult’s daily requirement. Unlike many fortified products, it contains no added powders, emulsifiers or artificial ingredients, and uses advanced filtration technology to retain nutrients while reducing water content.
As part of the campaign, the two brands have also released a video on Instagram that has already garnered over 11 million views, sparking conversations about protein awareness across fitness communities and households.
Watch the video here: Instagram Reel
Mission Protein also includes a larger line of natural high-protein foods, including dahi, paneer, bread, batter, eggs, and atta all accessible through the Country Delight app.
Certified by ISO, USFDA and FSSC, Country Delight’s processing and quality systems ensure safety, purity and freshness. These products are positioned for a wide range of consumers including fitness-conscious individuals, children, working adults and families seeking natural nutrition.
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