Foodstrong Partners with Sara Ali Khan as Brand Ambassador

Mumbai-based health food and nutrition brand Foodstrong has signed actor Sara Ali Khan as its brand ambassador, as it widens its focus from gym-goers to everyday Indian consumers, with women at the centre of its next chapter.

The partnership comes as protein in India moves beyond bodybuilders and athletes into everyday food, drinks and snacking. Citing industry estimates, the company says India’s protein-based products market was worth about ₹44,000 crore in 2025 and is projected to more than triple over the coming decade. Foodstrong is building for what it calls “everyday athletes”: people who run, lift, walk, practise yoga or Pilates, or juggle demanding careers and families, and want nutrition that helps them feel stronger every day.

“Protein is becoming much bigger than protein powder and much bigger than the gym. We believe it will increasingly become part of how India eats — in your breakfast, your 4 PM snack, your coffee or something you pick up on the run,” said Karishma Bhalla, Founder, Foodstrong. “People don’t need more wellness noise or another impossible routine. They need better products, clearer information and brands they can trust.”

On the choice of ambassador, Bhalla added: “Sara felt right for this next chapter because she represents a very modern relationship with health. She is disciplined and active, but she is also real about living a full life. We don’t want Foodstrong to stand for perfection. We want it to stand for making a better choice more often.”

“I’ve always felt that being healthy isn’t about being perfect, it’s about finding a balance that works for you and being consistent with it. With busy schedules and everything we have going on, eating well can sometimes feel like another thing to worry about. What I like about Foodstrong is that it makes nutrition feel simple, accessible and easy to fit into everyday life,” said Sara Ali Khan.

Khan will feature across Foodstrong’s upcoming campaigns, digital platforms and new-product initiatives as the company expands across protein powders, ready-to-drink shakes, hydration, functional nutrition and everyday snack formats. “That’s the company we want to build. Not a sports-nutrition brand that becomes a little bigger, but an everyday food and nutrition brand that can become part of millions of Indian lives,” said Bhalla.

Image: courtesy of Foodstrong