Thread by @ChristineLew_

McDonald’s just broke their own global rule.

In India, they launched an item you can’t find anywhere else on Earth.

32,000 sold in a single day - shelves wiped clean.

But the frenzy isn’t really about fast food, it’s about a deeper crisis no one’s ready for: ⬇️

73% of India's 1.4 billion people are protein deficient.

That's over 1 billion people struggling with basic nutrition.

McDonald's response?

A 30-cent vegetarian protein slice that's outselling every other topping.

But here's where the strategy gets brilliant:

They didn't just slap protein powder on a burger.

They spent 6 months in government labs perfecting the texture.

The first prototypes were "too chewy" and "powdery" for Indian tastes.

This obsession with getting it right reveals the real opportunity:

India has the world's most vegetarians (420 million people).

They eat just 6.6 kg of meat per person yearly.

Americans eat 123 kg.

This massive protein gap created a billion-dollar market overnight.

But conventional protein solutions would never work here:

Religious restrictions ban beef in most states.

Chicken costs too much for low-income families.

Traditional whey powder feels like medicine, not food.

So innovators had to completely rethink protein delivery.

What they did next changed everything:

They put protein in places nobody expected.

Ice cream with added protein. Chips with 10 grams per pack.

60-cent blueberry milkshakes. Protein-enhanced cottage cheese.

But the real genius was their marketing strategy:

Bollywood star Ranveer Singh promoted protein wafers to his 47 million followers.

Cricket teams danced in Instagram reels for Amul's protein products.

Some videos hit millions of views.

They made protein cool, not clinical.

The results prove this approach works:

India's high-protein dairy market grew to $1.5 billion in 2024.

It's projected to grow another 12% this year.

Google searches for "protein chips" hit 5-year highs.

Even at double the price of regular chips, consumers keep buying.

A government scientist captured it perfectly:

"To save our population, we need to put protein into something more edible."

That's what successful companies did.

They didn't educate about nutrition.

They made protein invisible in foods people already love.

The lesson for entrepreneurs is clear:

Find the overlooked problems hiding in plain sight.

Partner strategically (government labs, celebrities, sports).

Adapt solutions to local context, not global templates.

Real problems create real demand.

This India case study reveals something crucial:

Protein innovation isn't about adding more grams.

It's about removing the barriers to consumption.

Make it taste good. Make it culturally relevant.

Make it accessible. Everything else follows.

The same protein innovation principles driving India's transformation are what we're applying at PIP International.

While India needed culturally-relevant delivery, North American manufacturers need plant proteins that don't compromise taste or functionality.

After years perfecting yellow pea and faba bean proteins that actually taste neutral, we've helped dozens of food manufacturers crack the code.

The key wasn't adding more protein.

It was making protein invisible in the experience.

If you're a food manufacturer struggling with plant protein that tastes like cardboard, let's connect.

We've solved the technical challenges that plague most plant-based products.

DM me to discuss how PIP can help you succeed.

Video & photo credits :
- McDonald's in Delhi, India, photographed by HominyGrits007. Licensed under Creative Commons Attribution-Share Alike 4.0.
- The Ranveer Singh Meal | McDonald's India N&E | 43s :
youtube.com/watch?v=nLnmvA…
- US vs India McDonald’s | Food Wars | Food Insider
youtube.com/watch?v=hcsrdP…
- McDonald's India X CSIR- CFTRI
youtube.com/watch?v=vYiVH3…