Once the domain of gym bros and their Tupperware of chicken breasts, protein has been reinvented. It’s drifted into rose-tinted collagen lattes, tubs of silky-smooth powders and even Khloé Kardashian-endorsed popcorn—best paired with matching lavender co-ords and a kilowatt smile. Protein rode viral trends—through alpha bros pushing carnivore diets and educators waving red flags in return—straight into public discourse. Scroll through your feed, and you’ll now find an army of #ProteinGirls flexing “strong, not skinny” silhouettes, an aesthetic shift that feels both inevitable and inexplicable. So how did this unassuming macronutrient become the wellness world’s most coveted accessory?
As muscle tone, metabolic health and longevity have become the new goals, protein has stepped into the spotlight. Fundamentally, it does more than give you bulging biceps. It’s the body’s building block for muscle repair, hormone production, immune support, tissue turnover and even the glass skin your serum promises. When we skimp, we risk fatigue, mood swings and slower recovery. In women, low protein intake can worsen menstrual symptoms and accelerate muscle loss after 40. “More women are embracing strength training and endurance sports, so they need more protein for recovery,” says clinical nutritionist Karena Adnani. “Add in perimenopause-related muscle loss and satiety benefits—protein keeps you fuller and balances hormones—and the recent boom makes sense.”
Not all protein targets are created equal, though. Adnani notes that according to India’s National Institute of Nutrition, teenage girls need about 1.0-1.2 grams per kilogram of body weight to support rapid growth. For most moderately active adults, that drops to around 0.8-1.0 grams per kilogram. Expectant and nursing mothers should aim for roughly 1.1-1.3 grams per kilogram, while women in perimenopause and beyond benefit from about 1.1-1.2 grams per kilogram to help preserve muscle and bone. Advanced athletes might even require up to 2.2 grams. Our traditional meals lean heavily on grains—rotis, rice, idlis—while meat and pulses play second fiddle. “A lot of our staple dishes are grain-based, which leads to low protein intake,” notes nutritionist Ishitaa Bhatia. In joint families, women often eat last or serve themselves smaller portions; cultural norms and fear of “getting bulky” don’t help. An Indian Market Research Bureau survey (2015) showed 80% of Indians are protein-deficient, risking immunity dips, mood
swings and muscle loss.
As health consciousness rises, so do product launches. Brands now promise better hair, glowing skin and gut health, all with a scoop of their powder. Protein kulfi and samosas have turned from products into memes. “Turning protein into a beauty must-have taps into insecurities,” says Bhatia. “It’s the oldest diet-culture trope: sell ‘better looks’.” It’s an unfortunate pattern that then leaves women feeling dissatisfied when they can’t meet the made-up target. But the goal doesn’t need to be a designer tub or Instagrammable macros; just a reframe of the familiar.
For omnivores: a palm-sized piece of grilled chicken (25g protein per 100g) or a fillet of fish—salmon, rohu or pomfret (20g per 100g). Eggs—six grams apiece—slot easily into any meal. For vegetarians, a generous ladle of dal or rajma (12-15g per cup) with rice or roti builds a complete amino-acid profile. Paneer and Greek yoghurt come in at 10-14g per 100g, while tofu and soy nuggets offer 10g per 100g. Nuts, seeds, sprouts, even millets—amaranth, foxtail, bajra—layer protein through snacks and side dishes. And if convenience calls, a scoop of good-quality whey or plant-based powder can bridge inevitable gaps.
Still, as clinical nutritionist Payal Kothari notes, more isn’t always better. Excess protein, especially without fibre or in processed forms, can strain the gut. “A healthy gut is essential,” she says, “because even the best protein-rich diet won’t work if digestion and absorption are compromised.” Protein isn’t a vanity metric, it’s the backbone of strength, resilience and long-term health. Yes, the market is glossy and the hashtag is irresistible. But real strength lies in understanding your body’s needs and stepping off the trend train.
Maybe the real flex isn’t 30 grams-per-meal perfection. Maybe it’s asking: “What feels good today?” Sometimes the answer is a protein shake. Sometimes, it’s skipping the gym to lie in bed with a bowl of dal-chawal and zero guilt. Protein may be trending, but our bodies were not built for virality. So, if we’re going to feed ourselves, maybe it’s time we fed the need, not the narrative.
This story appears in Vogue India’s July-August 2025 issue, now on stands. Subscribe here.
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