Parag Milk Foods , under its sports nutrition brand Avvatar, has announced its entry into India's fast-growing ready-to-drink (RTD) protein beverage segment through a strategic partnership with Tetra Pak. The company launched Avvatar Protein Cold Coffee in India's first Tetra Prisma® Aseptic 250E pack on May 12, 2026, combining convenience, nutrition, and taste in an on-the-go format. Priced at ₹120, the beverage is designed to strengthen Avvatar's portfolio beyond traditional sports nutrition into everyday functional consumption. The disclosure was made pursuant to Regulation 30 of SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.

Product Highlights

Avvatar Protein Cold Coffee has been developed to integrate protein into one of India's most familiar daily habits—coffee. The product is available in two variants and is formulated with milk protein, carrying no added sugar and no artificial sweeteners. Key product details are summarised below:

The product is packaged in a distinctive octagonal-shaped pack, which is lightweight, paper-based, and recyclable, reflecting the company's focus on convenience and greener packaging. The Tetra Prisma® Aseptic 250E format offers ergonomic grip and a modern, premium feel, with metallized printing enhancing on-shelf differentiation.

Addressing India's Protein Gap

The launch comes at a time when India's whey protein-based products market is witnessing significant growth. Despite growing awareness around nutrition, nearly 73% of Indians remain protein deficient, creating a significant opportunity for convenient, everyday protein formats. Avvatar Protein Cold Coffee is positioned to bridge this gap by making protein intake more accessible and enjoyable within a familiar consumption habit.

Speaking on the launch, Akshali Shah, Executive Director, Parag Milk Foods, said: "Protein consumption in India is evolving rapidly, but for many consumers it still feels like a conscious effort rather than a natural part of daily life. With Avvatar Protein Cold Coffee, we wanted to bridge that gap by combining the familiarity of cold coffee with the functionality of high-quality protein in a convenient ready-to-drink format. The idea was to create a product that fits effortlessly into modern lifestyles while making everyday protein intake more accessible and enjoyable. We believe the future of nutrition lies in formats that seamlessly blend taste, convenience, and performance."

Tetra Pak Partnership and Packaging Innovation

The collaboration with Tetra Pak brings the Tetra Prisma® Aseptic 250E format to India for the first time in the RTD protein beverage category. Cassio Simoes, Managing Director, Tetra Pak South Asia, commented: "As functional beverages gain momentum in India, packaging is playing a critical role in enabling new categories to scale. The Tetra Prisma® Aseptic 250E format is widely used globally for RTD protein and similar beverages, offering the right balance of convenience, portion size, and safety. In addition, the metallized printing enhances on-shelf differentiation by delivering a premium and distinctive visual appeal. We are pleased to partner with Parag Milk Foods in bringing this innovation to the Indian market and supporting the evolution of protein consumption in the country."

Business Momentum

The product launch is backed by strong performance in Parag Milk Foods' new-age business segment. The company's new-age business segment, including Avvatar, recorded a 91% year-on-year growth in FY26, reflecting increasing consumer demand in the health and nutrition category. The Avvatar Protein Cold Coffee launch represents a further step in the brand's expansion into the broader lifestyle and wellness space, targeting mid-day energy needs and modern consumption patterns.

Parag Milk Foods has formally submitted an application to both BSE Limited and the National Stock Exchange of India Limited on May 11, 2026, seeking no objection or approval for the reclassification of Vitalia Tradeglob Private Limited. The application seeks to reclassify Vitalia Tradeglob Private Limited's status from the 'promoter group' category to the 'public' category, in accordance with Regulation 31A of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015 (SEBI LODR Regulations).

Background and Board Approval

The development follows an earlier intimation dated May 7, 2026, wherein the Board of Directors of Parag Milk Foods, at its meeting held on the same date, approved the reclassification request received from Vitalia Tradeglob Private Limited. Notably, Vitalia Tradeglob Private Limited currently holds NIL shareholding in the company, while forming part of the Promoter Group. The Board's approval was granted subject to the receipt of no objection or approval from BSE and NSE, along with any other approvals, confirmations, or consents as may be required under the applicable regulatory framework.

Key Details of the Reclassification

The following table summarises the key parameters of the reclassification application:

Regulatory Framework

The reclassification process is being undertaken in compliance with Regulation 31A(3) of the SEBI LODR Regulations, which governs the reclassification of promoter or promoter group entities to the public shareholder category. The application to the stock exchanges forms a mandatory procedural step under this regulation, requiring the exchanges to grant their no objection or approval before the reclassification can be effected.

The intimation was communicated by Virendra Varma, Company Secretary and Compliance Officer of Parag Milk Foods, on May 12, 2026.