Parag Milk Foods was established in 1992. It is a private dairy FMCG company with a pan India presence. In 2025 Avvatar, the homegrown sports nutrition and high-protein snacking brand from Parag Milk Foods, had announced a collaboration with Bollywood actor Janhvi Kapoor for its latest digital campaign promoting the popular Avvatar Chocolate Protein Bar. With the product already well established in the market, the brand now aims to build stronger buzz through a fresh, relatable narrative anchored by Janhvi.
The digital reel features Kapoor in a candid, light-hearted moment as she talks about the everyday challenge of staying fit while battling irresistible chocolate cravings — a feeling all fitness-focused consumers can relate to. Her playful honesty and natural charm position the Avvatar Chocolate Protein Bar as the ideal guilt-free indulgence for those who want to satisfy their sweet tooth without compromising their health goals. The association leverages her youth appeal to deepen Avvatar’s connect with young consumers, sportspersons, fitness enthusiasts, and busy professionals.
Medianews4u.com caught up with Akshali Shah, Executive Director, Parag Milk Foods
Q. How was 2025 for Avvatar in terms of growing market share, revenue, and consumer connection?
2025 was a very strong year for Avvatar, marked by solid growth in market share, revenue, and overall consumer engagement. At the company level, Parag Milk Foods reported its highest-ever revenue in Q2 FY26 at Rs. 1,008 crore, with a 16% YoY growth, and Avvatar continued to be one of the key growth drivers in the new-age nutrition category.
Avvatar maintained its accelerated trajectory and has grown 6x over the past three H1s, demonstrating the rapidly rising demand for clean whey protein in India. Our focus on purity, transparency, and fresh, 100% vegetarian whey sourced from our integrated dairy ecosystem helped strengthen brand trust and drive strong repeat purchases, especially among first-time protein users.
We also saw increased consumer connection through education-led content and consistent conversations around everyday protein requirements. New formats like our protein wafer bars and the introduction of Avvatar Fuel whey further contributed to trial, new consumer acquisition, and more frequent consumption occasions throughout the year.
Q. Which key markets and consumer groups is Avvatar targeting for growth in 2026?
Since the inception we have been focussing on the pan India presence and with the variety of product range we are getting good product response. From a consumer perspective, the brand is focusing on fitness beginners, active lifestyle users seeking daily clean nutrition, and performance-oriented consumers who look for advanced formulations.
These groups represent significant growth opportunities for the brand, and Avvatar’s positioning as a whey protein made from 100% vegetarian, fresh dairy-based protein continues to strongly resonate with them.
Q. What role is Avvatar playing in educating consumers about high-quality dairy-based nutrition?
Avvatar has taken a leadership role in educating consumers about the importance of clean, milk-based protein and the science that goes behind it. Because our products are made from 100 per cent cow’s milk, we place strong emphasis on simplifying nutritional information and explaining why quality and processing matter.
Through collaborations with experts, trainers, celebrities, and credible fitness creators, we’ve been able to build awareness and trust, helping consumers make informed choices in a category where myths and misinformation are common.
Q. What tactics has Avvatar adopted to strengthen its premium positioning in the whey and sports nutrition category?
Avvatar has strengthened its premium positioning by staying committed to product purity, scientific formulation, and a high-quality consumer experience. Our focus on traceable, farm-fresh milk and clean processing has reinforced our credibility, while improvements in taste, texture, and packaging have elevated the overall experience.
The brand’s presence in premium gyms, speciality nutrition stores, and high-intent ecommerce platforms, coupled with communication that highlights trust and efficacy, has helped reinforce Avvatar’s premium image in a competitive category.
Recently, Avvatar has also tied up with Janhvi Kapoor and continues to engage regularly with influencers and YouTubers, further strengthening its connection with premium and aspirational consumers.
Q. Could you shed light on the new product categories or variants introduced in 2025?
In 2025, Avvatar introduced several new products designed to meet the needs of consumers at different stages of their fitness journey. This included new whey formulations suitable for beginners and convenient daily nutrition formats that make it easier for lifestyle consumers to include protein in their routine.
Avvatar is also actively creating awareness that protein is important not only for gym-goers but for individuals across all age groups. Reflecting this, the brand offers a comprehensive range that includes whey, isolate, performance whey, mass gainers and more, ensuring suitable options for varied nutritional requirements.
Q. How has the popularity of Avvatar Whey Protein helped Parag strengthen its role in the health and nutrition space?
The strong performance of Avvatar Whey Protein has played a major role in strengthening Parag Milk Foods’ presence in the health and nutrition space. Avvatar has helped shift the perception of Parag from being solely a dairy brand to a serious player in modern, science-backed nutrition.
Built on over 30 years of Parag’s legacy and expertise in high-quality dairy, Avvatar offers 100% vegetarian, fresh dairy-based protein in formats that cater to both fitness enthusiasts and lifestyle consumers, including convenient on-the-go nutrition options like protein bars and single-serve packs.
As more consumers associate Parag with clean, trustworthy protein, the company has gained a stronger foundation to drive future innovations and expand further into the performance and lifestyle nutrition categories.
Q. How did Avvatar use social media to participate in consumer conversations in 2025, and how will this evolve in 2026?
In 2025, Avvatar used social media to engage in authentic and meaningful conversations around fitness and nutrition. The focus was on simplifying complex ideas, addressing common doubts, and sharing transformation stories that resonated with real consumers.
Collaborations with fitness experts and credible creators helped amplify trust and improve relatability. This also included partnerships with media houses and key movie pages to boost visibility, especially around the Avvatar and Janhvi Kapoor collaboration for our Avvatar Wafer Protein bar.
In 2026, the strategy will evolve toward deeper community engagement, more interactive formats, and content that encourages two-way conversations, particularly among new entrants to the fitness world.
Q. Are short-form videos like Instagram Reels becoming more important for Avvatar?
Short-form videos have become a key part of how Avvatar communicates with consumers. Platforms like Instagram Reels allow the brand to deliver quick, digestible information in formats that feel natural and engaging.
Whether it’s explaining ingredient benefits, showcasing usage, or amplifying creator partnerships, these short videos help us connect with audiences who prefer fast, visually driven content. Their importance will only grow as consumers increasingly rely on such formats for learning and discovery.
Q. What is the brand’s view on the current efficacy of marketing measurement tools in performance nutrition?
Marketing measurement tools have improved, but the performance nutrition category still has complexities that make accurate attribution challenging. Consumers typically go through long, multi-step journeys involving research, expert opinions, creator content, and peer recommendations before making a purchase.
Current tools often capture only parts of this journey. There is certainly room for improvement in multi-touch attribution and in measuring long-term brand impact. Avvatar is investing in first-party data, better analytics, and deeper insights to track lifetime value and repeat consumption more effectively.
