Foodstrong, the Indian health food and nutrition brand built around ‘Good Made Easy’, has partnered with actor Sara Ali Khan as its brand ambassador. The partnership comes as protein consumption in India expands beyond traditional sports and fitness audiences. The protein-based products market was estimated at around ₹44,000 crore in 2025 and is projected to more than triple over the next decade, according to industry estimates.
Foodstrong is targeting what it calls ‘everyday athletes’, consumers who incorporate activities such as walking, running, yoga, Pilates and sport into their routines, while balancing work and family commitments. The brand sees women as a key audience in this category, with an opportunity to make nutrition more accessible without positioning wellness as a demanding lifestyle.
Karishma Bhalla, Founder, Foodstrong, said, “Protein is becoming much bigger than protein powder and much bigger than the gym. We believe it will increasingly become part of how India eats — in your breakfast, your 4 PM snack, your coffee or something you pick up on the run. That creates a very different kind of nutrition company. People don’t need more wellness noise or another impossible routine. They need better products, clearer information and brands they can trust. At Foodstrong, our job is to do more of the work for you — choose the ingredients carefully, test what we make and put it into formats that actually fit your life. That’s what Good Made Easy means to us.”
On the partnership with Sara, Bhalla added, “Sara felt right for this next chapter because she represents a very modern relationship with health. She is disciplined and active, but she is also real about living a full life. We don’t want Foodstrong to stand for perfection. We want it to stand for making a better choice more often.”
Sara Ali Khan said, “I’ve always felt that being healthy isn’t about being perfect, it’s about finding a balance that works for you and being consistent with it. With busy schedules and everything we have going on, eating well can sometimes feel like another thing to worry about. What I like about Foodstrong is that it makes nutrition feel simple, accessible and easy to fit into everyday life. I’m really happy to be part of a brand that is making better nutrition feel more achievable for everyone, and especially for women.”
The company’s portfolio spans protein powders, ready-to-drink shakes, hydration products, snacks and everyday food formats. Its proposition centres on making healthier choices easier to incorporate into daily routines. As part of the partnership, Khan will feature across Foodstrong’s upcoming campaigns, digital platforms and new product initiatives as the brand expands across protein, functional nutrition and everyday food categories.
Bhalla said, “That’s the company we want to build. Not a sports-nutrition brand that becomes a little bigger, but an everyday food and nutrition brand that can become part of millions of Indian lives. If the first chapter of protein in India was about performance, we believe the next chapter will belong to everyday athletes — with women at the centre of it.”
