Adaptogens Set to Redefine Functional Nutrition

When most people think of protein, they think of whey powders, plant-based supplements, Vegan protein, energy bars, or innovative snacks. However, ready-to- drink protein beverages remain a relatively underexplored category in India. Even as “protein in everything” becomes a buzzword across the food and wellness industry, today’s consumers are increasingly looking for solutions that go beyond single- purpose nutrition.

Convenience has become central to the modern lifestyle, particularly among urban consumers who prefer products that are easy to incorporate into extremely busy daily routines. At the same time, interest in holistic wellness has been growing, driving demand for ingredients that promise broader functional benefits. The introduction of adaptogens in the modern lifestyle is another trend that has taken over the routines of health-conscious individuals. Adaptogens in general have long been part of traditional wellness systems, including Ayurveda, but in recent years their popularity has surged, creating a new wave of functional nutrition products.

This intersection of convenience, protein, and adaptogenic ingredients has given rise to a new category of products. Among the brands exploring the protein space, Not Rocket Science, a lactose-free ready-to-drink protein brand, is pioneering this category in India, blending protein with adaptogens in a grab-and-go format. The brand also experiments with flavour profiles that remain relatively uncommon in India’s protein market, including savoury options.

Not Rocket Science founder Arjun Patel speaks about the evolution of the functional nutrition market in India, and why protein drinks may be entering a new phase of innovation.

1. Most protein drinks focus purely on muscle recovery. What led you to combine protein with adaptogens like Ashwagandha and Lion’s Mane, and what gap in the wellness market were you trying to address?

There is a lot of nuance and intuitive thinking when it comes to developing a product that caters to solving more than one problem while existing in a market that is flooded. A large group of consumers today are looking for daily nutrition that supports both physical and mental well-being. That’s where adaptogens such as Ashwagandha and Lion’s Mane come into the picture. When we were developing the product, we realised that people have to consume different products to meet their overall health goals. Given that people globally are consuming more adaptogens, it made sense to develop a product that was a one-stop solution for their wellness needs, and the fact that convenience is key for this generation, a ready-to-drink format made most sense. When it comes to selecting specific adaptogens, it’s a known fact that Ashwagandha has long been used in Ayurveda for stress and balance, while Lion’s Mane is known for supporting cognitive health. By combining these with high-quality protein, we wanted to create a drink that supports overall wellness, including strength and focus, and not just muscle recovery. All other adaptogens that are in the product have also been added with the same mindset. And the fact that our protein drinks are lactose-free is an added benefit for all those who cannot consume other protein products due to sensitivities.

2. Adaptogens have traditionally been part of Ayurvedic supplements or powders. Why do you think they’re now finding a place in everyday beverages? How is Not Rocket Science playing a part in leading this mindset shift?

India is finally going back to its roots. The new generation of consumers is more inclined towards holistic wellness, but they also want convenience. And thus, they want to find newer ways to include functional ingredients in their daily routines. Earlier, adaptogens were mostly available in powders or capsules, which limited their usage. By incorporating them into a ready-to-drink format, we make it much easier for people to access these benefits as part of their everyday lifestyle. At Not Rocket Science, we’re trying to make functional nutrition more approachable and convenient, so people can integrate it naturally into their day.

3. Combining protein with botanical adaptogens isn’t common in beverages. What were some of the formulation challenges you faced in balancing taste, stability, and efficacy?

One of the biggest challenges we faced was maintaining great taste while ensuring the efficiency of the functional ingredients. As adaptogens can sometimes have strong or earthy flavours, balancing flavours without compromising the nutritional benefits required a lot of experimentation. We spent significant time on product development and testing to ensure the drink delivers on taste, stability, and functionality.

4. Are you seeing a shift from “gym protein” to “everyday functional nutrition”? How are you repositioning protein as something that fits into a broader lifestyle?

Yes, we are definitely seeing a shift. Protein is no longer viewed only as a fitness or bodybuilding supplement. A large proportion of consumers are now understanding and realising their role in overall health, energy, and daily nutrition. Our goal is to position protein as something that fits easily into everyday life, whether someone is working, travelling, or simply looking for a convenient and nutritious option during the day.

5. Given the pricing and competitive nature of the market, do you think Ready- to-Drink protein will become as mainstream as caffeine in beverages? How do you see the functional beverage market evolving in India over the next five years?

The functional beverage market in India is still at a very nascent stage; however, it is still growing quickly as consumers are becoming increasingly aware of health and nutrition. Over the next five years, we expect ready-to-drink protein and functional beverages to grow relatively mainstream, similar to how energy drinks and caffeine- based beverages attained popularity. As awareness grows, consumers will increasingly look for drinks that offer both convenience and nutritional value.

6. India has long been described as a “protein-deficient nation.” Do you see functional protein beverages playing a role in solving this gap, or is the challenge more cultural than nutritional?

India’s protein gap is partly nutritional and partly cultural. Many traditional diets don’t always prioritise protein intake, and awareness around daily protein requirements is still developing. Functional protein beverages can help bridge this gap by offering a convenient way for people to add protein to their daily routine, especially for those with busy lifestyles.

7. Earlier generations focused on curing illness; younger consumers seem focused on preventing it. How is this preventive health mindset shaping the products that brands like yours build?

We are definitely seeing a shift toward preventive health, especially among younger consumers. People are more aware of how nutrition impacts long-term health and well-being. This mindset is clearly influencing how bands, like us, design their products, focusing on functional ingredients that support overall wellness, rather than just addressing a single need.

8. Many wellness trends originate in the US or Europe. Do you think India has the potential to create its own globally relevant functional food innovations?

Undoubtedly. India has a rich heritage of functional ingredients, especially through Ayurveda and traditional nutrition systems. Ingredients like Ashwagandha, turmeric, and other botanicals already have global recognition. As Indian brands innovate and combine these traditional ingredients with modern formats and science-backed nutrition, there is strong potential for India to create functional food innovations which resonate globally.