Protein had a glow-up and women are eating the pressure

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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