ITC completes Sproutlife acquisition as brands expand into protein
ITC has added Yoga Bar owner Sproutlife Foods to its portfolio as it builds out protein offerings under Aashirvaad and Sunfeast. FMCG, dairy and QSR players are also expanding in a protein market valued at over Rs 44,000 crore in 2025.
The brand move
ITC completed its acquisition of Sproutlife Foods this week and introduced protein products under Aashirvaad and Sunfeast over the last 12 months. Indian FMCG, dairy and QSR brands are expanding protein-rich foods, tapping a market valued at over Rs 44,000 crore in 2025.
The numbers
- 12 months
- 2024
- over Rs 44,000 crore in 2025
- 14.7%
- Rs 1.61 lakh crore by 2034
- two ‘new-age’ brands
- 5 grams
- elevenfold over the past four years
- 8 grams
- 10% in FY26
- 6% in FY25
- Q4 of the last fiscal
- Rs 100 crore
- three million litres ... daily
- 40% higher cost per gram
- Rs 10 a pack
- 10 grams
Why it matters for the brand
Sproutlife offers a benchmark for using acquisition to add brand presence in a growing category, as FMCG, dairy and QSR players expand into protein.
What to track next
- New ITC launches and whether they use Yoga Bar, Aashirvaad or Sunfeast branding
- Distribution, repeat-purchase and pricing signals for Yoga Bar after the acquisition
- Competitor launches across dairy, snacks, staples and quick-service menus
- Evidence that protein products are reaching mass-market retail rather than remaining concentrated online or in urban outlets
- Changes in labeling or enforcement around protein and nutrition claims
- ITC is likely to cross-sell Yoga Bar products through its broader retail reach while testing protein extensions under Aashirvaad and Sunfeast.
- Rivals in FMCG, dairy and QSR are likely to add or promote protein-led options, especially in convenient formats.
- Brands will emphasize taste, affordability and everyday use to expand beyond gym-oriented consumers.
- Retailers and online platforms may give more visibility to protein assortments and compare products by price, format and nutrition claims.
The counter-case
The acquisition may be a portfolio tuck-in rather than evidence of a step-change in ITC’s protein strategy. A large headline market estimate does not establish attractive margins or demand, and ITC still has to show that Yoga Bar can grow profitably alongside its existing brands.