Parag Milk Foods’ sports nutrition brand Avvatar has entered India’s ready-to-drink protein beverage segment with the launch of Protein Cold Coffee in partnership with Tetra Pak.
Parag Milk Foods Ltd., through its sports nutrition brand Avvatar, has entered India’s rapidly growing ready-to-drink (RTD) protein beverage segment in partnership with Tetra Pak. The company has launched Avvatar Protein Cold Coffee in India’s first Tetra Prisma® Aseptic 250E pack, offering consumers a convenient combination of nutrition, taste, and portability in an on-the-go format designed for modern lifestyles.
Priced at INR 120, the launch marks Avvatar’s expansion beyond conventional sports nutrition products into the broader functional and lifestyle nutrition category.
The move comes at a time when India’s whey protein-based products market is witnessing significant growth. Despite increasing awareness around health and wellness, nearly 73% of Indians remain protein deficient, highlighting a substantial opportunity for convenient and accessible protein consumption formats.
Avvatar Protein Cold Coffee has been developed to address this gap by integrating high-quality protein into one of India’s most widely consumed beverages – coffee. The ready-to-drink offering delivers 15g of protein in a 250 ml serving and contains no added sugar or artificial sweeteners. Available in Classic and Vanilla variants, the beverage combines milk protein with indulgent coffee flavours to create a balanced functional nutrition product.
Designed to support mid-day energy requirements and active lifestyles, the product reflects Avvatar’s strategic shift into everyday wellness consumption. It is packaged in an octagonal-shaped, lightweight, paper-based, and recyclable pack, aligning with the company’s focus on convenience and environmentally conscious packaging solutions.
The launch also coincides with strong business growth for Parag Milk Foods. The company’s new-age business segment, including Avvatar, recorded a 91% year-on-year growth in FY26, driven by increasing consumer demand for health and nutrition products from trusted brands.
Speaking on the launch, Akshali Shah, Executive Director, Parag Milk Foods, said, “Protein consumption in India is evolving rapidly, but for many consumers it still feels like a conscious effort rather than a natural part of daily life. With Avvatar Protein Cold Coffee, we wanted to bridge that gap by combining the familiarity of cold coffee with the functionality of high-quality protein in a convenient ready-to-drink format. The idea was to create a product that fits effortlessly into modern lifestyles while making everyday protein intake more accessible and enjoyable. We believe the future of nutrition lies in formats that seamlessly blend taste, convenience, and performance.”
Cassio Simoes, Managing Director, Tetra Pak South Asia, added, “As functional beverages gain momentum in India, packaging is playing a critical role in enabling new categories to scale. The Tetra Prisma® Aseptic 250E format is widely used globally for RTD protein and similar beverages, offering the right balance of convenience, portion size, and safety. In addition, the metallized printing enhances on-shelf differentiation by delivering a premium and distinctive visual appeal. We are pleased to partner with Parag Milk Foods in bringing this innovation to the Indian market and supporting the evolution of protein consumption in the country.”
Avvatar Protein Cold Coffee is best served chilled and is available in Classic Cold Coffee and Vanilla Cold Coffee variants, both offering 15g of protein to support muscle recovery and daily nutrition needs. Consumers can purchase the beverage through retail outlets as well as Avvatar’s online store, where a pack of 12 units is priced at ₹1,188.
Established in 1992, Parag Milk Foods is one of India’s leading private dairy FMCG companies with a pan-India presence. The company operates manufacturing facilities equipped with in-house technology at Manchar and Thorandale in Maharashtra, and Palamner in Andhra Pradesh.
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