Parag Milk Foods has partnered with Tetra Pak to launch Avvatar Protein Cold Coffee, marking the company’s entry into India’s rapidly growing ready-to-drink (RTD) protein beverage market.

Launched under Parag Milk Foods’ sports nutrition brand Avvatar, the beverage comes in India’s first Tetra Prisma® Aseptic 250E packaging format, aimed at offering convenience, nutrition, and portability for everyday consumers.

Priced at ?120, the drink contains 15g of protein in a 250 ml pack and is made with milk protein. The company highlighted that the beverage contains no added sugar or artificial sweeteners and is available in Classic and Vanilla flavours.

The launch comes amid rising awareness around health and wellness in India, with the company citing that nearly 73% of Indians remain protein deficient, creating strong demand for convenient protein-based products. By combining protein with cold coffee, Avvatar aims to make daily protein intake more accessible and appealing to mainstream consumers.

The product is packaged in a lightweight, recyclable, paper-based octagonal pack, aligning with the company’s focus on convenience and sustainable packaging solutions.

Parag Milk Foods also noted strong growth momentum in its new-age business segment, including Avvatar, which recorded a 91% year-on-year growth in FY26, reflecting increasing consumer demand in the health and nutrition category.

Commenting on the launch, Akshali Shah said the company aims to integrate high-quality protein into familiar daily habits through convenient and enjoyable formats.

Meanwhile, Cassio Simoes stated that functional beverages are gaining traction in India and that innovative packaging formats will play a key role in scaling the category.