Godrej Jersey has launched a High Protein Paneer for ₹99, aiming to ensure that good protein becomes more accessible to the Indian population. This particular product has been created to address the protein deficiency that exists in society, being coupled with 30 grams of protein extracted from actual milk. Godrej Jersey enters the high protein dairy market with a new offering, High Protein Paneer, priced at only ₹99. The aim is to make high protein readily accessible to all Indian households as each product provides 30 grams of protein from actual milk. The brand rolls out its product at a time when India itself is suffering from a high degree of protein deficiency as 73% Indians reportedly consume less than the recommended amounts as per ICMR-NIN guidelines.
Dairy items like paneer are an essential part of the proteins people consume in India. With Godrej Jersey offering an economically viable alternative, they have found an answer to an important gap in people’s nutrition needs. Premium paneer with higher proteins has so far remained limited due to higher pricing, as the cost of bestselling brands has remained at approximately ₹135 for every pack. Godrej Jersey has reduced this cost almost by 25%. Shantanu Raj, the Head of Marketing for Godrej Jersey, reiterated the strength of the brand’s approach towards nutrigation, as against indulgence. Their research indicated that 76% Indian households already consume paneer; this is a challenge for the brand to market this product as a nutrigation product in the market.
Godrej Jersey is using a thorough market development approach to dispel the notion that paneer is a high-end product in Southern India. This includes working with local food producers to demonstrate how high-protein paneer can be used in regular meals. Wide distribution will be ensured by the product’s availability in a few classic trade channels as well as contemporary retail establishments. Three key advantages underpin Godrej Jersey’s High Protein Paneer: superior nutrition, innovative cost, and reliable quality. The increasing significance of value-added dairy products in boosting market competitiveness and nutrition security is highlighted by this launch.
