Brands
Paras Dairy: A legacy of purity and trust that tempts your taste buds
Mumbai: For over six decades, Paras has embodied purity and trust in the dairy and culinary sectors. Since its inception in 1960, it has gained unwavering customer trust, delivering farm-fresh dairy products that have become household essentials. The “Asli Bharosa Asli Ghee” campaign symbolises a commitment to honesty and purity in a world where values are often sidelined. Beyond enhancing flavors in your favorite dishes, Paras Ghee becomes a versatile addition to your well-being journey, enriching your skin, hair, and overall health with essential nutrients. It supports growth for the young and vitality for the elderly, making every meal a nutritional powerhouse. “Asli Bharosa Asli Ghee” isn’t just marketing; it’s a heartfelt promise of good health for all ages.
Chef Harpal Singh Sokhi, a renowned figure in fine dining, known for his award-winning restaurant “KARIGARI – Handcrafted Bistro” and unwavering commitment to culinary innovation, joined hands with Paras Ghee due to their shared values of authenticity and purity. His deep appreciation for ghee found a natural fit in Paras, a brand associated with sincerity and trust.
Paras Dairy CMO VPS Malik enthusiastically expressed, “I am thrilled to see our brand, Paras, chosen and trusted by Chef Harpal Singh Sokhi. It is a testament to the enduring quality and trust Paras represents in the world of dairy. We are genuinely excited about the remarkable journey ahead, elevating your culinary experiences with Chef Harpal Singh Sokhi’s exceptional culinary expertise.”
In conclusion, Paras Ghee’s enduring legacy of purity and trust aligns seamlessly with Chef Harpal Singh Sokhi’s culinary expertise, forging a potent alliance. The “Asli Bharosa Asli Ghee” campaign embodies shared values, heralding a future of culinary excellence and purity. It’s more than a partnership; it’s a dedicated commitment to delivering superior taste, nourishment, and wholesomeness for all ages.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
