Foodstrong, the Indian health food and nutrition brand, has signed actor Sara Ali Khan as its brand ambassador as it expands across protein, functional nutrition and everyday food products.
The partnership comes as protein moves beyond its traditional association with gyms, athletes and bodybuilding. Protein-rich products are increasingly becoming part of everyday meals, beverages and snacks, with the category in India expected to grow significantly over the next decade.
Foodstrong is targeting what it describes as ‘everyday athletes’, people who may not identify as athletes but stay active through running, walking, yoga, Pilates, sports or simply managing busy work and family routines. The brand sees women as an important part of this changing nutrition market.
A large part of the sports-nutrition category has traditionally been marketed towards men, while women have often been addressed through a narrower wellness lens. Foodstrong is looking to build products around a wider set of everyday needs, rather than positioning nutrition only around fitness or performance.
Its portfolio spans protein powders, ready-to-drink shakes, hydration products, snacks and other everyday food formats. The broader idea is to make nutritious options easier to fit into regular eating habits, rather than treating them as a separate category.
As part of the partnership, Sara will appear in Foodstrong’s upcoming campaigns and digital initiatives, while also featuring in new-product launches. The association comes as the brand looks to take functional nutrition beyond specialised health stores and fitness routines and into more familiar food and beverage occasions.
Karishma Bhalla, Founder, Foodstrong, said, “Protein is becoming much bigger than protein powder and much bigger than the gym. We believe it will increasingly become part of how India eats in your breakfast, your 4 PM snack, your coffee or something you pick up on the run. That creates a very different kind of nutrition company.”
She added, “People don’t need more wellness noise or another impossible routine. They need better products, clearer information and brands they can trust. At Foodstrong, our job is to do more of the work for you choose the ingredients carefully, test what we make and put it into formats that actually fit your life. That’s what Good Made Easy means to us.”
On the partnership with Sara, Bhalla added, “Sara felt right for this next chapter because she represents a very modern relationship with health. She is disciplined and active, but she is also real about living a full life. We don’t want Foodstrong to stand for perfection. We want it to stand for making a better choice more often.”
Bhalla said, “That’s the company we want to build. Not a sports-nutrition brand that becomes a little bigger, but an everyday food and nutrition brand that can become part of millions of Indian lives. If the first chapter of protein in India was about performance, we believe the next chapter will belong to everyday athletes, with women at the centre of it.”
Sara Ali Khan said, “I’ve always felt that being healthy isn’t about being perfect, it’s about finding a balance that works for you and being consistent with it. With busy schedules and everything we have going on, eating well can sometimes feel like another thing to worry about.”
“What I like about Foodstrong is that it makes nutrition feel simple, accessible and easy to fit into everyday life. I’m really happy to be part of a brand that is making better nutrition feel more achievable for everyone, and especially for women,” she said.
