India’s nutrition conversation is changing shape. What was once a category driven by specific health needs is increasingly becoming part of everyday household thinking, preventive care, and long-term wellness. That shift is especially visible in the way consumers now look at protein, not as a niche concern but as a daily need.
In that changing market, Priyanka Verma, Chief Marketing Officer (CMO) at Danone India, offers a sharp view of how brands like Protinex are adapting to a more informed, more demanding, and more health-conscious consumer.
At the center of her thinking is a simple but important idea: nutrition marketing works best when it feels relevant to real life.
Across the interview, she speaks about protein awareness, science-based trust, emotional storytelling, consumer trade-offs, and the growing role of education in marketing. The result is a conversation that feels less like a brand pitch and more like a map of where Indian nutrition brands are headed next.
Nutrition marketing is shifting toward education and empowerment
Nutrition brands today are expected to do more than promote products. Verma believes marketing also has a role in improving consumer understanding and encouraging healthier choices.
“At Danone, we believe marketing today is less about selling products and more about understanding people’s evolving nutritional needs and providing accessible, relevant solutions. Across all our brands, our campaigns are rooted in real health challenges faced by the population, with education playing as important a role as communication. Protein deficiency remains a significant concern in India, and raising awareness around everyday protein intake is essential,” Verma said.
She highlighted, “If our communication helps consumers better understand their nutritional needs and makes it easier for them to adopt simple, practical solutions, then we’re doing more than building brands, we’re helping drive healthier habits at scale.”
Furthermore, she went on to say, “We believe the future of nutrition marketing lies in empowering consumers with the knowledge and practical solutions to make informed choices, rather than focusing on fear or deficiencies. When people understand how simple, everyday nutritional habits can support their long-term well-being, they’re far more likely to adopt them. Our role is to make good nutrition feel achievable, relevant, and accessible for everyone.”
Protein is becoming part of daily nutrition
Growing awareness around protein deficiency is reshaping consumer expectations from nutrition brands. For Verma, Protinex’s evolution reflects this broader shift in how Indians now think about everyday nutrition.
Verma emphasised, “For decades, Protinex has been a trusted name in Indian households, with consumers traditionally turning to the brand to address specific nutritional needs. Today, that relationship has evolved significantly. One of the most prominent changes has been increased awareness about protein.”
She also explained that consumers are now becoming more aware of the fact that Indian diets are high in carbohydrates but lack sufficient protein. Therefore, there is increasing awareness about how protein should become a daily ingredient in the diet of consumers, regardless of whether one is an athlete or has some health condition that requires additional protein intake.
“Another interesting change that can be observed is with regard to vegetarian consumers. Increased awareness about protein deficiency is prompting more and more vegetarians to consume products rich in protein as well as supplements, such as Protinex,” she said.
The shift extends beyond rising protein consumption. Verma says changing consumer expectations are also redefining what people look for in nutrition brands and how the category fits into everyday health.
“Thus, there is now increased demand among consumers for brands of protein that they can trust, learn about their nutrition, and explore innovative ways to fill their protein gap. This increased awareness has naturally translated into increased visibility and brand awareness for Protinex, which is associated with science-based nutrition. What is even more encouraging is the way the category of protein has transformed,” Verma said.
“It is no longer seen as a niche one but rather as a category that is embraced by families as a part of a preventive health care strategy. This transformation corresponds to the change in the way Indians approach nutrition altogether: it has changed from being something that helps in addressing some particular health need to a means of making an investment in the future,” she added.
Emotional storytelling makes science easier to remember
Beyond scientific credibility, Verma believes effective nutrition marketing begins with relatable storytelling. She points to Protinex’s recent campaign as an example.
Verma said, “Credibility is important for science, whereas emotional connection builds the brand. In Protinex, we believe that the most effective communication is always associated with the reality of life, which everyone can easily identify. This is the rationale for our “Strength Hai Toh Simple Hai” campaign.”
“Rather than talking about protein in abstract scientific terms, we brought the conversation into a familiar, everyday context. We highlighted a simple yet deeply relatable moment, a mother struggling to comfortably lift her growing child not because she lacks the will, but because she may not be getting enough protein to support her own strength,” she added.
Furthermore, she highlighted, “By using an everyday, non-negotiable task as the bridge, we were able to make the importance of protein feel tangible and personally relevant. When consumers see themselves in the story, the science becomes easier to understand and remember. That’s how we balance credibility with emotional connection.”
Beyond individual campaigns, Verma says one lesson has remained constant throughout her career, whether working in mainstream FMCG or specialised nutrition.
“My reflection from my experience across categories is that brands grow when they identify and solve a meaningful consumer problem. Whether it’s a detergent making laundry easier or an infant nutrition brand reassuring anxious parents, success comes from understanding the underlying human need and delivering against it consistently. That principle holds true across both worlds,” she said.
Science remains the core, but it has to prove its value
Scientific credibility has become a baseline expectation in the nutrition category. Verma explains how Danone India approaches science as a driver of innovation and consumer trust.
Verma elaborated, “Scientific credibility is foundational to who we are, it isn’t just a claim, but the basis of how we innovate and build consumer trust. While consumers increasingly expect nutrition brands to be science-backed, we believe the real differentiator lies in consistently translating the latest scientific research into products that address evolving consumer needs and deliver tangible health benefits.”
“Our continued investment in research, clinical expertise, and evidence-based innovation ensures that science remains a meaningful competitive advantage, not just a baseline expectation,” she added.
Product choices are shaped by real-life trade-offs
Consumer behaviour is rarely driven by nutrition alone. Verma says product development begins with understanding the compromises people make in their everyday purchasing decisions.
Verma believes that consumer needs continue to change, and our strategy revolves around delving beyond mere preferences and understanding consumers’ real behaviour and its trade-offs.
“Through consumer research and market insights, we come up with solutions that can seamlessly integrate into consumers’ lives while offering the nutritional value they need,” she said.
“However, it is also true that other considerations such as taste, convenience, and cost also matter a lot in purchasing decisions. The emphasis of our strategy therefore is on formulating products that offer a good balance between all these considerations and facilitate nutritional choices of consumers,” she added.
AI can scale access, but human judgment still matters
The conversation concluded by looking at how emerging technologies could reshape nutrition communication. Verma shares where she believes artificial intelligence can create value while explaining why human expertise will continue to play a critical role.
Verma emphasised, “AI can play an important role in ensuring that reliable nutrition information is available and that people can have a better understanding of their foods depending on their own unique needs. AI can assist with providing rapid access to accurate information, education, and personalized nutrition discussion. Nonetheless, human wisdom is always required to understand the context and meet needs and establish trust.”
She also reflects on one long-standing consumer belief that continues to influence nutrition choices.
“One of the beliefs that has lingered and affected consumer behaviour is that nutrition is all about the visible or immediate effects. The truth is that good nutrition has to do with forming a habit that will ensure their health in the long run. Even though awareness is growing, it is imperative to make consumers realize that they need to pay attention to their nutritional intake and get enough protein in order to stay healthy,” she added.
