Brands
Rashmika Mandanna named brand ambassador for Isopure in India
MUMBAI: She’s got the moves and now the macros to match. Rashmika Mandanna has been unveiled as Isopure’s first-ever brand ambassador in India, bringing star power to the brand’s stripped-down, zero-fluff approach to fitness. The global Zero/Low-Carb protein supplement brand has launched its new campaign, “Everything You Need, Nothing You Don’t,” putting the spotlight on clean-label nutrition and mindful wellness. And with 25g of protein per serving, zero carbs, zero sugar, zero fat, and no artificial additives, Isopure’s unflavoured whey isolate is walking the talk.
Loved for her vibrant energy and grounded approach, Rashmika isn’t just the face of the campaign, she’s the poster girl for clean choices. “Fitness, to me, is not about extremes, it’s about consistency,” she said. “Isopure fits effortlessly into my life, no gimmicks, no excess.”
Glanbia Performance Nutrition, general manager, south Asia Sumit Mathur said Rashmika embodies Isopure’s ethos of purity, simplicity, and quality. “She’s focused, mindful, and uncompromising just like an Isopure consumer,” he added.
To drive home its point, Ispore is rolling out the ‘Purity Challenge’, featuring two demo tests ISOFOAM and ISOMIX designed to highlight the product’s superior formulation and unmatched solubility.
The association aims to connect with a new generation of conscious consumers who are done with overhyped nutrition and ready to embrace ingredient integrity. As Rashmika puts it, “Wellness isn’t about excess, it’s about clarity.”
With this campaign, Isopure is challenging Indian consumers to read the label, trust the science, and choose quality over clutter, one scoop at a time.
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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.
