Parag Milk Foods Ltd has expanded its sports nutrition brand Avvatar into India’s growing ready-to-drink (RTD) beverage market through a partnership with Tetra Pak.
The company has launched Avvatar Protein Cold Coffee in India’s first Tetra Prisma® Aseptic 250E packaging format, targeting consumers seeking convenient and functional nutrition options.
Priced at ₹120, the beverage combines protein nutrition with the familiarity of cold coffee, aiming to make daily protein intake easier and more appealing for consumers. The launch comes as India’s whey protein-based products market continues to expand, while a large section of the population still faces protein deficiency despite increasing awareness about nutrition.
The ready-to-drink beverage provides 15 grams of protein in a 250 ml pack and is made using milk protein. It contains no added sugar or artificial sweeteners and is available in Classic and Vanilla flavours. The product has been developed for consumers looking for convenient mid-day energy and nutrition in an on-the-go format.
The beverage is packaged in an octagonal-shaped Tetra Prisma® Aseptic carton designed to offer a comfortable grip and premium appearance. The lightweight paper-based pack is also recyclable, supporting the company’s focus on sustainable and convenient packaging solutions.
Akshali Shah said the company wanted to integrate protein consumption into everyday habits by combining cold coffee with functional nutrition in a ready-to-drink format that suits modern lifestyles. She added that future nutrition products would increasingly focus on balancing taste, convenience and performance.
Cassio Simoes noted that demand for functional beverages is growing rapidly in India, and packaging innovation is helping new product categories expand. He said the Tetra Prisma® Aseptic 250E format has already been widely used globally for protein beverages and offers convenience, product safety and stronger shelf appeal.
Founded in 1992, Parag Milk Foods operates manufacturing facilities in Maharashtra and Andhra Pradesh and markets dairy products under brands including Gowardhan, Go and Pride of Cows. The company also has a presence in sports nutrition through Avvatar, positioned as India’s first 100% vegetarian whey protein brand.
The launch comes during a period of strong growth for the company’s new-age nutrition business, with the Avvatar segment reporting a 91 percent year-on-year increase in FY26, highlighting rising demand for health and wellness products in India.