Why Amul Kulfi Has Sparked a Meme Storm Across India
By News 24 Media
When Amul, India’s iconic dairy cooperative, unveiled the world’s first high-protein kulfi on April 25, 2025, in collaboration with the Kolkata Knight Riders (KKR) at the plush ITC Sonar in Kolkata, it wasn’t just a new product launch—it was a cultural sparkplug. The mango-flavoured kulfi, boasting 10 grams of protein, just 57 calories, and zero added sugar, instantly became the subject of nationwide attention.
But while nutritionists praised its formulation—low-fat, lactose-free, prebiotic and probiotic-rich—social media had a very different reaction. Within hours, X (formerly Twitter) erupted in a meme fest, turning Amul’s protein-forward innovation into an internet spectacle.
Amul Kulfi: Tasty Remedy for India’s Protein Gap
India has a well-documented protein consumption problem. According to nutrition surveys, over 70% of urban Indians don’t consume adequate protein, leading to concerns about long-term health impacts, including poor muscle development, fatigue, and compromised immunity.
Amul, under the Gujarat Cooperative Milk Marketing Federation (GCMMF), has long been on a mission to tackle this issue with affordable, dairy-based protein options. With previous launches like high-protein lassi, buttermilk, Kool Coffee, and dahi, Amul has been gradually building a robust functional food portfolio.
“We aim to make health affordable and enjoyable,” said by official of GCMMF. “This kulfi is a guilt-free indulgence designed for a population increasingly aware of its nutritional needs.”
And it’s not stopping there. Amul plans to roll out a full suite of high-protein direct-to-consumer (D2C) offerings, including parathas, sandwiches, snacks, and even ready-to-eat meals.
Internet Reacts: ‘Amul is Adding Protein to the Nation—One Scoop at a Time!’
Despite the noble intentions, Indian netizens had a field day with Amul’s new health kick, Amul Kulfi.
X users launched a barrage of memes, blending satire with appreciation. One viral post read, “Amul paani mein bhi protein mila chuka hai (Amul has probably added protein to water too),” poking fun at the brand’s aggressive protein push.
Another widely shared tweet quipped: “From butter to biceps—Amul’s glow-up is real!” Memes imagined outlandish product extensions—protein samosas, protein-infused whiskey, and even protein hair growth serum.
An AI-generated parody image showing Amul scientists in a Breaking Bad-esque lab, mixing protein powders into every conceivable product, perfectly captured the collective amusement. Users mockingly pleaded for new launches: “@Amul_Coop please, protein vada pav when?”
But beneath the laughter, there was admiration for the brand’s ambition. “Amul is single-handedly making India fitter—10g at a time!” tweeted one user, summing up the national sentiment.
Cultural Impact: Tradition Meets Trend
The viral reaction reveals more than just humour—it’s a mirror to India’s shifting food consciousness. Urban youth are increasingly influenced by global fitness trends, gym culture, and wellness influencers who emphasise macronutrient balance, especially protein intake.
By integrating protein into Amul kulfi, a nostalgic Indian dessert, Amul struck the perfect chord between tradition and trend. The novelty lay in this unexpected fusion. “It’s like Amul told every gym bro, ‘Hold my kulfi,’” joked one user.
Moreover, Amul Kulfi’s meme-ability isn’t accidental. The brand has long embraced pop culture, famously integrating current events into its ad campaigns. In a way, the memes became an extension of Amul’s own marketing DNA—humorous, timely, and rooted in the zeitgeist.
Behind the Jokes: A Serious Nutrition Strategy
The chuckles shouldn’t overshadow Amul’s genuine health mission. The Indian Council of Medical Research (ICMR) has urged higher protein intake, especially among children and young adults. With the country grappling with lifestyle-related disorders, functional foods like Amul kulfi could become instrumental in shaping healthier habits.
At just ₹40 per 60g stick, the Amul kulfi is not only accessible but democratizes health food in a market often dominated by expensive niche brands. Its D2C availability through shop.amul.com also ensures direct consumer engagement.
Collaborations with nine IPL teams have helped push Amul Kulfi to a wider audience. According to internal estimates, each IPL-related Amul campaign video garners over 20 million views, driving unparalleled visibility for the high-protein range.
Free Publicity: The Meme Economy at Work
For Amul, the meme storm is nothing short of digital gold. “Every meme is unpaid advertising,” notes a digital media strategist. “In a content-saturated world, humour is the stickiest form of engagement. It builds relatability while expanding reach.”
The impact is real. Search interest for “protein Amul kulfi” spiked after the memes went viral. Sales have reportedly surged in pilot cities, with consumers eager to try the product that has the internet buzzing.
“Laughed at the memes, now I really want to try this kulfi,” tweeted one user, encapsulating the marketing magic of viral humor.
Conclusion: From Chuckles to Change
In the end, Amul kulfi isn’t just a dessert—it’s a conversation starter. It symbolises India’s evolving food narrative, where indulgence and health no longer need to be at odds. By turning an everyday treat into a protein-packed powerhouse, Amul has managed to blend science, culture, and comedy in a way few brands can.
Whether you’re a fitness freak, a dessert lover, or just someone who enjoys a good meme, one thing’s clear—Amul’s protein kulfi has made its mark, both on taste buds and timelines.
And if you’re still laughing at “protein samosas,” remember—it might just be Amul’s next big hit.
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