HRX, Country Delight launch Mission Protein to tackle protein deficiency

The collaboration marks HRX’s expansion of its protein nutrition category through a partnership with Country Delight, bringing high-protein dairy products directly to Indian homes

HRX, India’s leading fitness and active lifestyle brand founded by Hrithik Roshan and Exceed Entertainment, has joined hands with Country Delight – India’s largest direct-to-home kitchen essentials platform, to launch Mission Protein – a nationwide
initiative aimed at addressing India’s growing protein deficiency.

Hrithik Roshan, Founder, HRX, said, “The foundation of fitness is in nourishment and Mission Protein is here to bridge the gap and ensure your daily protein intake is met with. Our partnership with Country Delight is to ensure your health needs are met,
right in your homes.”

Afsar Zaidi, Founder, HRX, said, “Mission Protein marks an exciting expansion of HRX’s purpose of making holistic wellness more accessible. With Country Delight’s direct-to-home reach and HRX’s commitment to empowering healthier lifestyles, we’re building a movement that addresses a real, everyday need.”

Chakradhar Gade, CEO and Co- Founder, Country Delight, said, “Country Delight is built with a single purpose — to help India live better. As part of that mission, we are thrilled to partner with HRX to launch Mission Protein India — a movement that
stands for the belief that protein is for everyone. Through this collaboration, we are introducing a range of high-protein essentials — from milk, dahi, and paneer to bread, batter, eggs, atta, and more — ensuring every Indian gets their
required natural protein through simple, everyday foods Mission Protein India – Protein is for ALL Mission Protein for India: is embarking to make everyone understand that protein is not a luxury, but a necessity for all. And to bring this mission to life, we are proud to announce our powerful partnership with HRX.”