Foodstrong, the Indian health food and nutrition brand built around “Good Made Easy,” has partnered with actor Sara Ali Khan as its brand ambassador. She will feature across the company’s upcoming campaigns, digital platforms and new-product initiatives as it expands its presence across protein, functional nutrition and everyday food formats.
The partnership comes as protein in India shifts from a category linked to bodybuilders, athletes and gym-goers to one finding its way into everyday food, beverages and snacking. India’s protein-based products market was estimated at approximately Rs 44,000 crore in 2025 and is projected to more than triple over the coming decade, according to industry estimates. From protein powders and ready-to-drink shakes to hydration and 4 PM snacks, the company is building around one question: how do you make the good choice the easy choice?
Karishma Bhalla, founder of Foodstrong, said protein is becoming much bigger than protein powder and the gym, and will increasingly be part of how India eats, from breakfast to the 4 PM snack to coffee on the run. She said people don’t need more wellness noise or another impossible routine, but better products, clearer information and brands they can trust.
On Sara, she said the actor represents a very modern relationship with health: disciplined and active, yet real about living a full life. The brand, she added, wants to stand for making a better choice more often, not for perfection. Foodstrong believes the next chapter of protein belongs to everyday athletes, with women at the centre.
