The Miranda Priestly’s who ‘push’ protein on the Andrea’s of the world start with the Rajavel Elango and Lyle McDonald’s of the world. They’re scientists and practitioner’s who are objectively studying what can kids eat to ensure they’re as smart as can be given the right environment. Or what factors lead to kids getting taller than their parents. Or even later in life. How do you create strong, robust people.

Are there studies funded by dairy companies, associations, meat packers and grain manafacturers that try to spin studies in favour of consuming their ware? Sure. But it’s not a complete lie or fabrication.

And the world of protein is stupidly fragmented. Dairy has national companies that dominate and several regional players. Just think of the Indian dairy scene. There’s Amul, there’s local cooperatives and there’s many many local private guys like Milky Mist, Epigamia etc. It’s competitive and lots of trend chasing. Also seeking out more value for what they produce.

But if protein is ‘hot’ now, it’s a function of what has happened with every major economy whose per capita income has grown. Think Japan and South Korea after World War 2. Or US after World War 2. Every economy that has grown has been accompanied by growing protein intake and increase in IQ (even if not apparent), height and life spans.

Guys like me are more like the Emily’s (played by Emily Blunt). We drink the KoolAid and buy the cerulean sweaters at a premium when it first hits the store shelf. Because we unapologetically like how it looks and what it stands for.

More protein means more one arm push ups, more squats, bigger deadlifts, easier rope climbs and taller daughters.

Do we try out absolutely silly things under the guise of being first movers. Yeah, i bought disgusting Quest bars in 2013. My dad carted down 5 kgs of whey for me in 2007. College mates made fun of me in 2004 for carting a small pouch to the mess :D

But we are willing to call bullshit on protein bars, protein chips and whatever the hell those disgusting yeast protein chocolate bars are.

But there’s a belief that stronger, taller, independent, more work capacity and smarter trumps whatever the opposite of those things are. And protein supports the former.

That’s all.