A public health initiative to address low protein intake among Indian adults

Danone India launches Protinex Protein Abhiyaan – Food Industry News

With an aim to sensitize Indian adults across age groups on the integral role of protein in improving physical health and hence overall wellbeing, Protinex, leading adult nutrition supplement of Danone India, has announced the launch of The Protinex Protein Abhiyaan, an awareness initiative to educate consumers about the importance and role of adequate protein consumption for better nutrition, health, and wellbeing. This is also aligned with Danone’s mission of bringing health through food to as many people as possible and impact health positively.

Studies conducted in the last few years have indicated the prevalence of protein deficiency in India. However, an equally high proportion of consumers are completely unaware about coping with it and this has led to proliferation of various issues such as lack of muscle strength, tiredness, and early signs of ageing. According to an IMRB survey, 70% of Indians don’t consume adequate protein in their diet and 93% of remain unaware of their daily protein requirement. Looking at this alarming scenario, Protinex has launched a 360-degree consumer engagement initiative to improve awareness around protein relevance in the daily diets in addition to the established practice of engaging with health care professionals.

The initiative aims to educate consumers about right quantity and quality of protein as this is essential for being able to choose right sources of protein to meet daily requirements.