Sara Ali Khan Joins Foodstrong as Brand Ambassador to Promote Everyday Nutrition

Indian health food and nutrition brand Foodstrong has partnered with Bollywood actor Sara Ali Khan as its new brand ambassador, as the company looks to make protein and better nutrition a more regular part of everyday life.

Foodstrong is built around its “Good Made Easy” proposition and offers products designed for people who want healthier choices without making their daily routine complicated.

Key Numbers

• Rs 44,000 Cr - Estimated size of India’s protein-based products market in 2025
• 3x+ - Expected growth of the protein market over the next decade
• 4 PM - One of Foodstrong’s key everyday snacking occasions

Protein Is Moving Beyond the Gym

Protein consumption in India is no longer limited to bodybuilders, professional athletes or regular gym-goers.

More people are now adding protein to their daily routines through breakfast, drinks, snacks and regular meals. Foodstrong believes this change is creating a much wider market for everyday nutrition.

The brand calls these consumers “everyday athletes” - people who may not consider themselves athletes but still run, walk, lift weights, practise yoga, do Pilates or play sports while managing work and family life.

Foodstrong wants to make nutrition products easier to include in these everyday routines.

Women Are a Key Focus

The company also sees women as an important part of India’s growing nutrition market.

Traditional sports nutrition has often been designed and marketed mainly around men. Foodstrong wants to build products for women who are looking for better nutrition and healthier daily habits without following complicated wellness routines.

Its product range includes protein powders, ready-to-drink shakes, hydration products, 4 PM snacks and everyday food formats.

The idea is simple: make healthier choices convenient enough to become part of normal daily life.

Why Sara Ali Khan?

Karishma Bhalla, Founder of Foodstrong, said the role of protein is becoming much bigger than just protein powder and the gym.

According to Bhalla, protein could increasingly become part of everyday Indian eating habits, from breakfast and coffee to afternoon snacks and food picked up while travelling.

She said consumers do not need more complicated wellness advice. Instead, they need better products, clear information and brands they can trust.

Bhalla believes Sara Ali Khan fits the brand’s next phase because she represents a modern approach to health that combines discipline with a normal, busy lifestyle.

The company does not want to promote perfection. Instead, it wants to encourage people to make better choices more often.

Sara Ali Khan on the Partnership

Sara Ali Khan said staying healthy is not about being perfect but about finding a balance that works and staying consistent.

She added that with busy schedules, eating well can sometimes feel like another responsibility. What attracted her to Foodstrong is its focus on making nutrition simple, accessible and easier to fit into everyday life.

She also highlighted the importance of making better nutrition more achievable for everyone, particularly women.

Foodstrong Plans to Expand Its Everyday Nutrition Play

As part of the partnership, Sara Ali Khan will appear in Foodstrong’s upcoming campaigns, digital platforms and new product initiatives.

The company is looking to expand across protein, functional nutrition and everyday food formats, while making these products relevant to more daily consumption occasions.

Foodstrong wants to move beyond the traditional image of a sports-nutrition company and build a broader everyday food and nutrition brand.

According to Bhalla, the next phase of India’s protein story could belong to everyday athletes, with women playing a major role in that growth.

With Sara Ali Khan as its new brand ambassador, Foodstrong is betting on a simple message: nutrition does not have to be complicated - it just needs to fit into real life.