HUL targets India’s protein opportunity with Horlicks sachets and ready-to-drink formats

HUL Foods executive Rajneet Kohli says the company is building Horlicks beyond its traditional base through affordable protein formats, digital-led targeting and distribution across e-commerce and quick commerce. The strategy pairs functional nutrition with reformulation, convenience and premiumisation.

— Source publishedMon, 14 Sept, 2026, 09:02 IST·First seen Mon, 14 Sept, 2026, 10:40 IST·Source ET Brand Equity

What happened

Hindustan Unilever · HUL Foods executive Rajneet Kohli outlines an India growth strategy centred on functional nutrition, premiumisation, convenience and trust.

Key facts

  • India protein market estimated at INR 7,000-9,000 crore
  • Around 3% of households consume protein products
  • Horlicks Protein sachet costs less than INR 85 per drink
  • HUL has reformulated products over the past five years to reduce sugar and sodium
  • Working women participation trend referenced since 2018

Why this matters

HUL’s protein push highlights potential partnership or acquisition targets in formulation, ready-to-drink manufacturing, digital wellness communities and rapid-delivery distribution.

What to watch

  • Repeat purchase and subscription rates for sub-₹85 sachets versus first-time trial volumes.
  • Gross-margin trend after whey/protein input costs, quick-commerce commissions and promotional discounts.
  • Number and speed of competing affordable protein sachet and RTD launches from Nestlé, Tata Consumer, Amul, Dabur and D2C brands.
  • Quick-commerce assortment expansion, search ranking and out-of-stock frequency for Horlicks protein SKUs.
  • Regulatory or consumer scrutiny of protein content, added sugar, fortification and functional-health claims.
  • Evidence of distribution moving from online-led channels into general trade and pharmacies.
  • Expand Horlicks protein sachets into kirana, pharmacy and modern-trade outlets after validating quick-commerce repeat rates.
  • Use digital targeting to segment young adults by gym, breakfast replacement, office-snacking and women’s wellness occasions.
  • Launch flavour, sugar-reduced and regionally tailored variants to increase repeat purchase beyond initial protein trial.
  • Bundle protein formats with existing Horlicks and HUL nutrition portfolios to lower customer-acquisition costs and build household penetration.
  • Increase substantiation, labeling clarity and influencer governance as protein and health-claim scrutiny rises.

Also reported by