National, October 29, 2026: High-protein atta brand MillD has rolled out a new outdoor campaign highlighting the affordability and accessibility of protein in everyday Indian meals, featuring actors Riteish Deshmukh and Genelia D’Souza supporting the initiative through social media content.
The campaign, which will run across five outdoor sites in two cities and on digital platforms, focuses on the message that protein should not be a luxury and can be incorporated into daily diets through familiar foods such as roti, at a cost of approximately ₹7 per roti providing about 15g of protein.
India-China nutrition and performance comparisons
MillD’s campaign draws attention to differences between India and China in protein availability, average height, and sporting performance. Citing a 2020 study published in The Lancet, the brand notes that the average height of 19-year-old males in China was 175.7 cm in 2019, compared with 166.5 cm in India. FAO-attributed 2023 data indicates daily protein availability of about 131g per person in China, versus 75g in India. At the 2026 Asian Games, China secured 169 gold medals, while India won 21.
The campaign acknowledges that outcomes such as height and sporting success are influenced by multiple factors, including genetics, overall nutrition, health, socioeconomic conditions, training, and infrastructure, but seeks to prompt discussion on the role of everyday nutrition in India’s long-term development.
Brand proposition and product development
MillD’s approach centres on making protein more accessible through staple foods. The idea originated from Co-founder Prashant Pitti’s efforts to increase his protein intake without giving up rotis, leading to the development of an atta containing 46g of protein per 100g after 281 trials over six months. The product is designed to retain the taste, softness, and cooking experience of regular atta.
Since its launch in November 2025, MillD has reached around six lakh homes across over 1,700 cities, with a reported 47% repeat transaction rate. The company currently sells about 12,000 kg of atta daily and reports an annualised revenue run rate of approximately ₹100 crore. Demand from cities such as Mohali, Nagpur, Dehradun, and Bhopal indicates interest beyond metro and fitness-focused consumers.
Industry perspectives and campaign amplification
Prashant Pitti, Investor at MillD, said, “If India wants to become a stronger and healthier nation, we need to pay more attention to what people eat every day. We need affordable solutions built around foods Indian families already consume. With MillD, our aim is to make protein accessible through something as familiar as a roti, at approximately ₹7 per roti.”
Sivaram Briyas, Co-founder of MillD, added, “The opportunity we see is much larger than building another protein product. We are looking at whether high-protein staples can become part of regular household consumption. Atta gives us that opportunity because the behaviour already exists. If the everyday meal itself can deliver more, that is where we believe the category can become significantly larger.”
The campaign will also be amplified on social media through creators in nutrition, fitness, food, parenting, and lifestyle, aiming to encourage a wider conversation on making protein an affordable part of everyday Indian diets.
Disclaimer: This article is based on a press release provided by the concerned organisation and has been edited for style and clarity with the assistance of AI tools. BusinessFortnight does not verify, endorse, or take responsibility for the claims, figures, or statements made in the original release.
