Acquisition project | ProteinChef

​"ProteinChef is a one of its kind protein powder because it contains all the nutritious components that other protein powders do - and more! Unlike any other protein formulae, it can easily be used in Indian cooking and recipes. Just one scoop in the mix for rotis, idlis, oats or dosa and there you are, protein-covered for the meal - without compromising on the taste. With 2.5 times more protein than your traditional food, Protein Chef's offerings help you enjoy authentic flavours while supporting your health goals. Join the movement towards a healthier India, one delicious bite at a time.”

User Interviews

1. Interview 1 : Arjun Khanna, 32, Marketing Manager & Dedicated Gym-Goer
   
   Interviewer: "Arjun, tell me about your fitness goals and how nutrition plays a role."
   Arjun: "I hit the gym 5-6 times a week, focusing on strength training. My goal is to build lean muscle and maintain low body fat. Nutrition is about 70% of the game for me. I track my macros meticulously, aiming for about 150-160 grams of protein daily. It's a constant challenge to hit that without getting bored of the usual chicken breast and whey protein shakes. I'm always looking for clean, high-protein foods that I can actually enjoy and integrate into my Indian meals."
   Interviewer: "What are the biggest frustrations you face?"
   Arjun: "Finding high-protein versions of staples like roti or bread that don't taste like cardboard or have a weird texture is tough. And many 'health' products are loaded with hidden sugars or stuff I don't want. Also, prepping multiple distinct protein meals every day is very time-consuming."
   
   Pains :
   - Difficulty finding high-protein versions of Indian staple foods that taste authentic.
   - Taste fatigue from repetitive consumption of limited protein sources (whey, eggs, chicken).
   - Skepticism towards "healthy" labeled products due to hidden unhealthy ingredients.
   - Desire for more enjoyable and less "clinical" ways to meet protein targets.
   
   How ProteinChef will solve it ?
   Protein Chef Atta (e.g., 10 Grains High Protein Flour): Arjun can easily make rotis that are 2.5x higher in protein. Two such rotis could provide 12-15g of protein, making his regular lunch/dinner significantly more protein-rich.

2. Interview 2 : Priya Sharma, 38, Investment Banker
   Interviewer: "Priya, with your demanding job, how do you approach your daily nutrition?"
   Priya: "Honestly, it's a struggle. I know I should eat well for sustained energy and focus, especially with the long hours. I understand the importance of protein. But by the time I get a break, I'm usually starving and just grab whatever is fastest – often a sandwich, a pastry, or I end up ordering takeout which isn't always healthy. Cooking elaborate meals is out of the question on weekdays."
   Interviewer: "What's your biggest pain point with food?"
   Priya: "Time, definitely. And convenience. I need healthy options that are almost ready-to-eat or require minimal prep. I feel guilty about my food choices sometimes but feel like I don't have better quick alternatives that are also satisfying and truly nutritious, especially high in protein to keep me full longer."
   
   Pains :
   - Severe lack of time for meal planning and cooking from scratch.
   - Tendency to opt for unhealthy, convenient foods leading to energy crashes and guilt.
   - Difficulty finding quick meal options that are genuinely nutritious and high in protein.
   - Often skips meals due to workload, negatively impacting energy and productivity.
   
   How ProteinChef will solve it ?
   - Protein Chef Breads & Buns: Priya can make a high-protein sandwich in under 5 minutes, it's a significant upgrade from regular bread and keeps her fuller.
   - Protein Chef Ready-to-Eat Rotis (Heat & Eat): A perfect base for a quick wrap with some leftover sabzi or fresh veggies and hummus if she has 10 minutes.

3. Interview 3 : Name: Kavita Joshi, 45, Homemaker, mother of two (ages 10 & 15)
   Interviewer: "Kavita, as someone who manages the family's meals, what are your priorities and challenges?"
   Kavita: "My biggest priority is ensuring everyone in the family eats healthy, especially my growing children. We are vegetarian, so getting enough protein for all of us, including my husband, is always on my mind. The challenge is, my kids can be picky, and my family is used to the taste of traditional home-cooked food. I can't just introduce something that tastes drastically different. I need ways to make our everyday meals more nutritious without a fuss."
   Interviewer: "What specific difficulties do you encounter?"
   Kavita: "It's hard to ensure consistent protein intake. Dals and paneer are regulars, but variety is needed. My younger one will refuse food if it tastes 'healthy' or unfamiliar. I'm always looking for smart ways to add nutrition, like hiding veggies, but protein is trickier with staples like roti or rice unless the product blends in perfectly."
   
   Pains :
   - Limited variety of high-protein vegetarian options that appeal to the whole family.
   - Children's resistance to foods perceived as "different" or overtly "healthy."
   - Difficulty in fortifying staple foods without compromising their taste and familiarity.
   - Concern about protein deficiency impacting children's growth and overall family health.
   
   How ProteinChef will solve it ?
   - Protein Chef Atta: Kavita can mix this with her regular atta or use it entirely to make everyday rotis, parathas, and theplas. The family gets a significant protein boost without a noticeable change in the taste or softness of the rotis. This is a game-changer for her.
   - Protein Chef Cooking Powder: This is incredibly versatile for Kavita. She can add a scoop to idli/dosa batter, cheela (savory pancake) batter, lentil preparations (dals), or even vegetable gravies to enhance their protein content without the family knowing.

4. Interview 4 : Mr. R.S. Chauhan, 72, Retired Government Officer
   Interviewer: "Mr. Chauhan, what are your main health considerations these days, especially regarding your diet?"
   Mr. Chauhan: "At my age, maintaining strength and energy is key. My doctor advised me to increase my protein intake to prevent muscle loss. However, my appetite has decreased, and I also have to be careful with digestion. I prefer simple, soft, home-cooked meals. My wife still cooks, but we look for easy options that don't require a lot of new learning or effort."
   Interviewer: "What makes it difficult to get enough protein or eat healthy?"
   Mr. Chauhan: "Eating large quantities is difficult. Sometimes I find meat or even too much paneer heavy to digest. Chewing hard foods can also be an issue. We are used to our dal-roti-sabzi, and it's hard to change lifelong habits completely. We need something that fits into our routine easily."
   
   Pains :
   - Reduced appetite, making it difficult to consume sufficient quantities of protein-rich foods.
   - Potential digestive sensitivities to certain complex proteins or heavy meals.
   - Difficulties with chewing harder or very fibrous foods.
   
   How ProteinChef will solve it ?
   - Protein Chef Atta: Mr. Chauhan's wife can use this atta to make soft rotis that are easier.

ICPs and prioritisation

Prioritising ICP-1 (Fitness Enthusiasts) and ICP-3 (Indian vegetarian women) because ease of adoption is low to medium, TAM is medium to high, and distribution potential is medium to high.

Protein Chef is a specialised sub-brand of Lo! Foods focused on effortlessly increasing the daily protein intake of Indian consumers. It achieves this by offering a range of familiar food products—like atta (flour), breads, and cooking powders—that are fortified with high-quality plant-based proteins and designed to integrate seamlessly into everyday Indian meals without altering taste or culinary traditions.

What is it that Protein Chef is trying to solve ?
Protein Chef is specifically targeting protein malnutrition in India by:

1. Enriching Staples: It fortifies common "first food choices" such as atta (for rotis, chapatis) and bread, which are consumed daily across most Indian households. This approach doesn't require consumers to adopt new or unfamiliar food items.
2. Seamless Integration: The products are designed to be used just like their conventional counterparts, ensuring no change in cooking methods or the final taste and texture of the meals. This minimises resistance to dietary changes.
3. Addressing Protein Deficiency: It provides an easy and accessible way to increase protein consumption, helping to combat the widespread issue of protein deficiency which can lead to various health problems, even if calorie intake is adequate.
4. Familiar Ingredients: Often incorporates plant-based protein sources like sattu (roasted gram flour), mung bean, and chickpea, which are already known and accepted in Indian culinary traditions.

What's the stage of the product ?
Evidence suggests that Protein Chef has achieved a good degree of product-market fit, and is on it's way to early scaling!

1. Customer Acceptance: User reviews and ratings showcase high intent for repeat orders and positive consumer validation indicate that the products are resonating with the target audience.
2. Market Expansion: Growth from online D2C channels (website, e-commerce and q-commerce) to offline retailers, B2B partnerships, and cloud kitchen operations suggests increasing demand.
3. Investor Confidence: Successful funding rounds (around ~$4.5M raised) reflect investor belief in the company's business model and market potential.
4. Solving a Real Problem: The products address a clearly identified health need (protein deficiency, healthier staples) in a large and growing market.

Product (Protein Chef) features and offerings ?
Protein Chef's range is designed to make protein consumption easy and versatile:

1. High-Protein Atta (Flour):
2. • Examples: Protein Chef 10 Grains High Protein Flour, Protein Chef High Protein Sharbati Flour.
   • Features: Offers significantly more protein (e.g., 2.5 times) than regular wheat flour, made from a blend of whole grains and plant-based proteins (like sattu, mung bean, chickpea). High in fiber, maintains good taste and texture for rotis, parathas, etc.
3. High-Protein Breads & Buns:
4. • Examples: Protein Chef 5 Super Foods Multigrain Protein Brown Bread, Protein Chef Double Protein Brown Bread, High-Protein Burger Buns.
   • Features: Typically "No Maida" (refined flour), high in fiber, delivering a substantial amount of protein per slice (e.g., around 6g). Made with quality ingredients like MP Sharbati Atta and superfood seeds.
5. High-Protein Cooking Powder:
6. • Features: A versatile, unflavored or mildly flavored plant-based protein powder (often a blend of soy, pea, sattu, mung bean, chickpea proteins) designed to be mixed into various Indian dishes like dals, curries, batters (for idli, dosa, cheela), or even regular atta to boost their protein content without altering the original taste profile significantly.
7. Ready-to-Eat High-Protein Options:
8. • Examples: Protein Chef High Protein Roti (Heat & Eat).
   • Features: Convenient, pre-cooked options for quick, protein-rich meals.
9. High-Protein Snacks:
10. • Examples: Protein Chef Baked Coated Peanuts.
    • Features: Roasted, not fried, offering a healthier snacking alternative with high protein content.

Competition Analysis

How ProteinChef is different from its competitors

Market Sizing

Total Indian Households ~ 30.24 Cr = 30 Cr

Urban Households ~ 30% of 30.24 Cr = 9 Cr

Assuming 80% of urban households consume Atta on regular basis ~ 80% of 9 Cr = 7.2 Cr

Upper and middle income households ~ 40% of 7.2 Cr = 3 Cr

Health conscious households ~ 30% of 3 Cr = 0.9 Cr

Average spend on Atta and healthy snacks per household ~ INR 1000 per month

TAM (Total urban households’ spend on atta + healthy snacks) = 7.2 Cr x INR 1000 per month x 12 months = INR 86,400 Cr

SAM (Health conscious households) = 0.9 Cr x INR 1000 per month x 12 months = INR 10,800 Cr

SOM (Assume 5% of the SAM) = INR 540 Cr

ProteinChef has established a solid product-market fit, evidenced by positive customer feedback, strategic partnerships, and a growing digital presence. Their initiatives in expanding distribution channels across quick commerce and diverse product offerings suggest that they are in the early stages of scaling their operations to reach a broader market.

Acquisition Channel Selection Framework

In the early scaling phase, companies are often investing heavily in growth, brand building, and market penetration. A common benchmark for a healthy LTV:CAC ratio is 3:1 or higher.

Hypothetical LTV Calculation for a Protein Chef Customer
(Formula for LTV : AOV x %margin x frequency x retention)
= INR 700 x 40% x 5 times per year x 3 years
= 4200

Since the Cost of Organic (google search keywords) and Paid Ads is High, LTV:CAC is going to be lower when compared to other channels viz., Content Loops, Referrals, and Partnerships.

Hence focusing on following 3 channels :
1. Content Loops
2. Referrals
3. Partnerships

Organic - content loop

ProteinChef is set out to bring a genuine impact on the health of 100 million Indians by making scientifically backed and tested low-carb, high protein products. Their customers are curious about everyday health topics like how to stay fit (checkout their Instagram @https://www.instagram.com/proteinchefbylofoods/), how much protein is needed on daily basis for kids and adults, how to stay energised all the time. Both ICP-1 and ICP-3 love learning and often share helpful nutrition and lifestyle tips with their family and friends.

User Insights why content loop will work!

• Effortless Integration & Taste Assurance: Users adopt healthy products if shown seamless integration into their exact daily meals with proven taste/texture parity. Feature hyper-realistic use and testimonials that explicitly confirm "no taste difference" to drive trial.
• Demand for Radical Transparency: Skeptical users value unpolished proof of quality and nutritional claims over curated marketing. Build deeper trust with raw UGC, simple science-backed trivia, and glimpses into ingredient quality.
• Hyper-Personalisation for Engagement: Generic benefits are ignored; users crave content addressing their specific life-stage goals or dietary challenges. Segment recipes and testimonials sharply for distinct ICP needs (e.g., "protein for busy moms," "fitness recovery meals").
• Community Boosts Challenge Success: Challenge participation and results improve drastically with community support and shared accountability. Enhance your "30-Day Challenge" with interactive groups to foster richer UGC and loyalty.
• Value Beyond the Product: Users prefer brands acting as holistic health partners, offering lifestyle knowledge that complements product use. Expand trivia/recipe tips to include broader actionable advice, like food pairings or energy management, related to ProteinChef.

Considering our unique offering of ProteinChef, the most logical and straight forward integration should be with digital fitness apps (e.g., Cult.fit, HealthifyMe, or similar large-scale fitness apps)

Why so ?
Because users of these apps are typically health-conscious, actively tracking their fitness, and often looking for ways to meet their nutritional goals, especially protein intake. Integrating ProteinChef can provide them with convenient, product-based solutions aligned with their health objectives.

Key Considerations for Integration:

• API Integration: For seamless data sharing (product catalogs, inventory, order processing, user data with consent).
• Co-Branding: Consistent branding and messaging on shared landing pages or in-app sections.
• Data & Analytics Sharing (mutually agreed upon): To track the success of the integration (e.g., conversion rates, user adoption, sales generated).
• Customer Support: Clear guidelines on customer support responsibilities.
• Commercial Model: Revenue share, commission, listing fees, or co-marketing investment.

These integrations aim to place ProteinChef products in front of relevant audiences at moments of high intent, making healthy choices more convenient and accessible.

Integration Flow

Referral design

Currently there is no referral in place for ProteinChef. Here’s a structured referral flow targeting ICP-1 and ICP-3.

Tracking System for Referrals!

Partnerships

1. ProteinChef has partnered strategically to target ICP-1 and ICP-2
2. 1. Cult, offering protein packed quick food and snacks at a sports event
   2. Swiggy, setting up Healthy Cloud Kitchen
3. Exploring partnerships with local atta vendors could be a lucrative one wrt brand awareness, business revenue and is still untapped.
   
   

Why Local Atta Chakkis ?

1. Very High TAM, every neighbourhood in Tier 1/2/3 cities has dozens of chakkis. Tapping even a few of them and converting them to official offline distributor of ProteinChef will benefit both the parties.
2. Interaction frequency of ICP-3 with atta chakki is the highest, say once a month.
3. Value addition potential is very high because ICP-3 already trust chakki for better quality which can easily recommend / upsell high-protein atta upgrade.
4. Ease of implementation is not high, manually partner and maybe incentivise a few chakki owners per pincode. Simple co-branding possible.
5. Scalability is high. For pilot let’s aim to start with 80-100 atta chakkis in any one tier 1 city.
6. Brand alignment is very high, traditional plus health benefits fits perfectly.
   
   

Pilot Run

1. Choose any Tier 1 city
2. Shortlist 80 - 100 atta chakkis spread across the city selected.
3. How’s it going to look like ?
4. 1. Chakki offers 2 options : Regular atta and Proteinchef atta (15-20% higher markup)
   2. Small ProteinChef counter stand + Posters
   3. Give free small atta samples (250g) for first 100 customers at each chakki
   4. Signup Drive: Customers who opt for ProteinChef flour are offered ₹100 coupon for next online order
5. Chakki Incentive :
6. 1. Flat incentive per KG sold (example - ₹10 margin per kg).
   2. Quarterly bonus if they cross sales thresholds.
7. Investment needed : Around INR 2.5L
8. 1. Sample pouches (250g) for 5,000 households ~ 50000
   2. Banners, Posters, Table stands ~ 50000
   3. Chakki incentives for 2 months ~ 100000
   4. Field Sales support, 2 city managers ~ 60000
      

Expected Outcomes :

1. 5,000–10,000 new household exposures
2. Conversion Expectation: 10% to try ProteinChef atta
3. Cost per acquisition: ~ ₹250 (very cheap vs paid ads)
4. Strong local WOM: Families recommending to other families
5. Brand Building: Deep emotional association with "healthy daily food"

If the pilot goes well, can plan for expansion and scale quickly!

Thank You :)