With increasing concerns over the protein intake of vegetarians and vegans, the plant protein market has been experiencing a significant growth in the last few years with several brands offering an array of products. Green Protein is one such brand that was born in 2020 with an aim to provide a healthy and delicious protein supplement to vegetarians and vegans.
The brainchild of friends Madhvi Datwani and Parag Khimani, the India-based nutritional brand has achieved an impressive customer base of almost 90,000 users with annual revenue of 12 crores, with 97% of sales through D2C channels from the time of inception. With an array of products to suit different requirements, Green Protein aims to revolutionise the world of plant-based protein. In an interview with Business Frontier, Madhvi Datwani, Founder & CEO of Green Protein, speaks about her motivational journey in the industry and what sets the brand apart from its contemporaries.
Q. Tell us about your early days in the industry?
As a lawyer venturing into the unfamiliar territory of plant-based protein, my journey has been rather unconventional. Guided by intuition and a desire for healthier options for my loved ones, I pursued my passion for creating delicious, convenient nutrition. The pandemic, unexpectedly, provided the perfect opportunity to relentlessly experiment and refine our product until we achieved the ideal market fit.
Despite my lack of experience, I immersed myself in learning, showing up daily even when success seemed distant. My path at Green Protein so far has been anything but conventional, paved with countless trials and challenges, but overcoming them slowly, like a jigsaw puzzle coming together piece by piece is what makes it exhilarating!
Q. What made you start Green Protein?
Green Protein emerged from a personal quest for tasty, sustainable nutrition during the COVID-19 pandemic. I realised that for plant protein to truly make a difference, it had to be something people craved, not just tolerated. Countless hours of experimentation led to meticulously crafted formulas that proved that sustainable nutrition doesn’t have to compromise taste. The branding and packaging were also designed to make protein less intimidating as a lifestyle supplement and not just for hard-core gym bros.
Q. What sets you apart from your contemporaries?
The philosophy behind Green Protein is to promote health and well-being, whilst remaining fun and delicious. Our flavoured pea-protein mixes are made with mindfulness to accommodate a fast-paced lifestyle so that fitness and nutrition don’t take a backseat due to the scarcity of time! Green Protein is the first of its kind to offer protein in 17 fun and varied flavours. If you fancy sour over sweet, we’ve got you covered. Nutritious, tasty, accessible – Green Protein is all that and more! And this is what sets us apart.
Q. Protein powders have been under the scanner by regulatory bodies recently. What is your take on the issue?
We at Green Protein applaud the authorities’ efforts to prioritise public health. As a company dedicated to providing safe, high-quality nutrition, we welcome increased scrutiny in the protein industry. We have always adhered to regulations, openly displaying certifications on our website and consistently exceeding advertised protein content in lab tests.
Unfortunately, one of the after-effects of such articles is that they unfairly vilify the entire protein category, overlooking the fact that Indians are among the most protein-deficient populations globally and could greatly benefit from supplementation. Consumers need to also learn how to discern and delve deeper into the information provided instead of simply taking them at face value. They need to understand that not all brands indulge in such ill-practices. All in all, we believe this initiative will rebuild trust, allowing consumers to make more informed choices as they should.
Q. As a business leader, what core strategies do you employ to keep your team motivated?
As a leader, I try to inspire my team by fostering a clear vision, allowing them a certain autonomy, and promoting open communication. I believe in leading by example, embodying the values and behaviours I expect from my team: collaboration, integrity, and always giving it your best. I’m a big believer in equality and I am proud to have a work space where everyone feels valued, respected, and encouraged to grow. Recognition of individual contributions and offering opportunities for development is also something I believe empowers any team and individual.
Q. What are your goals for the organisation this year?
This year, Green Protein’s focus is on building for the future. We are accelerating product launches, expanding our online presence to more marketplaces, and embarking on an exciting experiment in global markets. Additionally, we plan to strengthen our team by building out our second-tier management, allowing the core team to focus on strategic growth initiatives.
