India, July 30 -- The fastest-growing protein buyers in India are not in Mumbai or Bengaluru. They are in Mohali, Nagpur, Dehradun and Bhopal. That is the finding of a customer-behaviour analysis by MILLD, India's first high-protein (46 per cent) atta brand and creator of the category. Since its launch in November 2025, the brand has grown roughly 50 per cent month-on-month for nine consecutive months, reaching nearly 6 lakh homes across more than 1,700 cities and towns.

The growth story belongs firmly to smaller India. Between December 2025 and June 2026, MILLD orders from Mohali grew more than 9x. Nagpur grew 7.5x, Dehradun and Bhopal about 7x, and Raipur and Vadodara close to 6x. Pune, up 6x in the same window, was the only large cit...