Godrej Jersey has entered the fast-growing high-protein dairy segment with the launch of its High Protein Paneer priced at ₹99, a strategic move designed to make quality protein more accessible to Indian households. Each pack delivers 30 grams of protein, is produced from real milk, and offers a super-soft texture, positioning the product as both nutritionally robust and consumer-friendly.
The launch comes at a critical time for India’s nutrition landscape. Despite economic progress, protein deficiency remains a widespread concern, with nearly 73 per cent of Indians consuming less than the recommended daily protein intake. According to ICMR–NIN guidelines, healthy adults require 0.83 grams of protein per kilogram of body weight per day, a benchmark that large sections of the population fail to achieve. Inadequate protein intake continues to affect muscle health, immunity, and long-term well-being, particularly among working adults and ageing populations.
Dairy as a Natural Protein Solution
Dairy products such as milk, curd, paneer, and milk-based beverages remain among the most trusted and naturally complete protein sources in Indian diets. By strengthening its dairy portfolio, Godrej Jersey is not only responding to a nutritional gap but also reinforcing the state and regional dairy ecosystem through value-added products aligned with evolving consumer needs.
Historically, the high-protein paneer category has been constrained by premium pricing, with leading brands retailing at around ₹135 per pack. Godrej Jersey’s ₹99 pricing represents a nearly 25 per cent reduction, disrupting existing price structures and lowering the entry barrier for regular protein consumption. The move signals a broader shift towards affordable functional nutrition, without compromising on quality or safety standards.
Strategic Focus on Accessibility and Habitual Consumption
Commenting on the launch, Shantanu Raj, Head of Marketing, Godrej Jersey, highlighted the brand’s intent to align nutrition with daily habits rather than occasional indulgence. With internal studies indicating that 76 per cent of Indian households already consume paneer, the company sees an opportunity to reposition paneer as a daily protein staple, particularly in Tier-2 and Tier-3 markets where affordability plays a decisive role.
While paneer enjoys widespread acceptance in North and West India, Southern markets continue to perceive it as a premium or occasional ingredient. To address this, Godrej Jersey has adopted a 360-degree market development approach, collaborating with regional food creators such as Vismay Foods to demonstrate how high-protein paneer can be seamlessly incorporated into everyday South Indian meals. This educational focus aims to shift consumer perception from indulgence to functionality.
Competitive Advantages and Market Implications
Godrej Jersey’s High Protein Paneer is positioned around three core strengths:
Premium nutrition with 30g protein per pack
Disruptive affordability at ₹99
Consistent quality, backed by industry standards and Godrej Farms’ operational expertise
The product will be distributed through modern retail outlets and select traditional trade channels, ensuring broad consumer reach. From an industry perspective, the launch underscores the growing importance of value-added dairy products as a driver of both nutrition security and margin expansion.
Redefining Protein Access in India
This launch reinforces Godrej Jersey’s broader commitment to innovation-led, inclusive nutrition. By addressing affordability, awareness, and accessibility simultaneously, the company is redefining how premium dairy protein is consumed across India. As competition intensifies in the high-protein dairy segment, pricing-led democratisation combined with regional relevance may well determine category leadership in the years ahead.
