Parag Milk Foods has announced its entry into India’s rapidly expanding ready-to-drink (RTD) protein beverage segment through its sports nutrition brand Avvatar, in collaboration with Tetra Pak.

The company has launched Avvatar Protein Cold Coffee, a milk-based ready-to-drink protein beverage packaged in India’s first Tetra Prisma® Aseptic 250E pack. Designed for modern on-the-go consumption, the product combines convenience, taste, and functional nutrition in a format aimed at everyday consumers.

Priced at ₹120, the beverage delivers 15 grams of protein in a 250 ml serving and is available in Classic and Vanilla variants. Developed using milk protein, the drink contains no added sugar or artificial sweeteners, reflecting growing consumer demand for healthier and functional beverage alternatives.

The launch comes at a time when India’s whey protein and functional beverage market is witnessing significant growth, driven by increasing awareness around nutrition and wellness. According to the company, nearly 73% of Indians remain protein deficient, creating a strong opportunity for convenient protein-rich products integrated into everyday consumption habits.

By combining protein with cold coffee, one of India’s most popular daily beverages - Avvatar aims to make protein intake more accessible and lifestyle-oriented rather than limited to sports nutrition consumers.

The product is packaged in a distinctive octagonal-shaped Tetra Prisma® Aseptic pack, offering ergonomic handling, portability, and a premium shelf presence. The lightweight paper-based and recyclable packaging also aligns with the company’s focus on convenience and environmentally conscious packaging solutions.

The launch further strengthens Parag Milk Foods’ growing new-age business portfolio. The company stated that its emerging business segment, including Avvatar, recorded a 91% year-on-year growth in FY26, reflecting rising demand for health and nutrition-focused products.

Speaking on the launch, Akshali Shah, Executive Director at Parag Milk Foods, said the brand’s objective was to integrate high-quality protein into familiar everyday routines through formats that balance taste, convenience, and functionality. She added that the future of nutrition lies in products that fit seamlessly into modern lifestyles.

Cassio Simoes, Managing Director, Tetra Pak South Asia, highlighted the growing role of packaging innovation in scaling functional beverage categories in India. He noted that the Tetra Prisma® Aseptic 250E format is globally recognised for RTD protein beverages, offering convenience, safety, and premium shelf differentiation.

Founded in 1992, Parag Milk Foods has established itself as one of India’s leading dairy FMCG companies with brands including Gowardhan, Go, Pride of Cows, and Avvatar. Through Avvatar, the company has been expanding its footprint in sports nutrition and functional wellness products, with a continued focus on innovation and health-driven consumption.

For more information, visit Parag Milk Foods