India, Aug. 14 -- Deep breaths. We were just figuring out our relationship with fibre. Now we're worrying about protein. It's in everything: Chips, water, coffee, a McDonald's burger. Weight-training gymmers are obsessed about consuming 50 grams a day, or 40, or whatever magic number Reddit is throwing up this week. Those on GLP-1 (who are eating less) are adding more protein to their plates to preserve muscle mass during weight loss.

Like pistachios at the peak of the Dubai Chocolate craze, demand for protein additives is so high, it's making global markets jittery. In the US, some manufacturers have already sold their supplies for the full year. In India, brands such as Only What's Needed, have put explainers on their website, tracking...