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Foodstrong ropes in Sara Ali Khan as brand ambassador
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Wednesday, 07 October, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Foodstrong, an Indian health food and nutrition brand built around its ‘Good Made Easy’ philosophy, has partnered with actor Sara Ali Khan as its brand ambassador. The partnership comes as protein consumption in India expands beyond traditional sports nutrition and increasingly becomes part of everyday food, beverages and snacking. According to industry estimates, India’s protein-based products market was valued at around Rs 44,000 crore in 2025, and is projected to more than triple over the next decade.
The company said the shift is not only about increasing protein consumption but also about broadening the consumer base for nutrition products. The brand describes these consumers as everyday athletes — people who may not identify as athletes but engage in activities such as walking, running, yoga, Pilates and sports, while balancing demanding professional and personal lives.
The company believes women will play a significant role in this evolving nutrition landscape. While sports nutrition has traditionally been positioned largely around male consumers, it aims to address women seeking convenient nutrition solutions that support healthier and more active lifestyles without requiring complicated routines.
The brand’s portfolio spans protein powders, ready-to-drink shakes, hydration products, 4pm snacks and other everyday food formats, with a focus on making nutritious choices more convenient and accessible.
Karishma Bhalla, founder, Foodstrong, said, “Protein is becoming much bigger than protein powder and much bigger than the gym. We believe it will increasingly become part of how India eats — in your breakfast, your 4pm snack, your coffee or something you pick up on the run. Consumers need better products, clear information and trusted brands rather than increasingly complicated wellness routines. At Foodstrong, our job is to do more of the work for you — choose the ingredients carefully, test what we make and put it into formats that actually fit your life. That’s what Good Made Easy means to us.”
Commenting on the partnership with Sara Ali Khan, Bhalla said the actor represents a modern approach to health and wellness. “We don’t want Foodstrong to stand for perfection. We want it to stand for making a better choice more often,” she added.
Khan said, “I’ve always felt that being healthy isn’t about being perfect, it’s about finding a balance that works for you and being consistent with it.” She added that Foodstrong makes nutrition feel simple and accessible, particularly for consumers managing busy schedules.
As part of the collaboration, Khan will feature in its upcoming campaigns, digital platforms and new-product initiatives as the company expands across protein, functional nutrition and everyday food formats.
The partnership also reflects its broader ambition to position nutrition as part of mainstream food consumption rather than as a separate health-focused category. The company aims to compete across everyday occasions such as breakfast, beverages, snacking and convenience foods.
“That’s the company we want to build. Not a sports-nutrition brand that becomes a little bigger, but an everyday food and nutrition brand that can become part of millions of Indian lives,” Bhalla said.
She added that while the first phase of India’s protein market was largely centred on performance, the next phase could increasingly focus on everyday consumers, with women playing a central role in the category’s evolution.
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