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Everyday Protein
Despite being one of the most important macronutrients, protein intake has long been overlooked by Indian households. A large chunk of the Indian adult population today prefers carbohydrate and fat-rich fast food options over a balanced protein-rich meal due to the rapid growth of urban lifestyle across the country. As a result, non-communicable diseases like obesity are skyrocketing in India with a prevalent range of 11.8 to 31.3 percent.
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The scarcity of knowledge regarding convenient sources of lean protein is making the country’s population protein-deficient which is taking a huge toll on their overall health. In a country where 73% of its adult citizens are not fulfilling their daily protein requirements, people need to make aware of the importance of having balance in both the quality and quality of macronutrients. TruNativ, a new-age nutrition FMCG venture, strives to bring a positive change to the country’s prevalent protein deficiency issue with their innovative protein supplement Everyday Protein.
As an essential macronutrient, protein takes care of an array of biological functions in the human body including muscle building, recovery of body tissues, and hormone production. The general recommendation for daily protein intake for an adult is 0.8 – 1 gm/ kg of body weight whereas India’s daily protein consumption is 0.6 gm/ kg of body weight on average. Having carbohydrate-loaded food like rice and roti as the primary food choices, many Indian households find it challenging to incorporate enough protein in their daily meals. Studies have even shown that protective food options like pulses and milk have also witnessed a decline in consumption making the situation worse. TruNativ’s Everyday Protein has been launched to tackle this dire case of undernutrition with its convenience.
By adding Everyday Protein in roti, parathas, idlis, and dosas, anyone can now make their everyday meal protein-rich. This tasteless protein powder will not interfere with the taste profile of the Indian recipes making it the best option for meeting daily protein goals. It is specifically formulated taking into consideration the Indian ways of food preparation and consumption. In addition to that, the advanced heat-stable formula of this protein powder allows it to be used in both cooking and baking. So, one can now indulge in protein-rich cookies or muffins without worrying about the protein intake.
Talking about Everyday Protein’s potential role in the Indian households, TruNativ’s founder Pranav Malhotra shares, “Contrary to the general perception, protein powders are not for only bodybuilders or serious gym enthusiasts. Anyone who fails to incorporate enough protein in their diet can use Everyday Protein-protein powder in cooking without thinking about its safety. There cannot be a more convenient way of making protein-rich food than this. Western population has already accepted protein powders as a convenient way of adding protein into meals. With Everyday Protein, we also foresee to transform traditional ways of protein consumption in Indian families without meddling with their food choices.”
Unlike other popular protein supplement brands, TruNativ does not promote making shakes or smoothies with protein powders. Rather, Everyday Protein can be easily incorporated into Indian cooking culture and its existing food regime. This world-class company refuses to compromise with the quality of its product so they import their protein from leading firms of the USA and Ireland. With a mission to put a brake on India’s growing protein deficiency, TruNativ pledges to make Everyday Protein a household name.
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