India's movie-going experience could be getting a nutritional makeover, with PVR INOX partnering with FoodPharmer's nutrition brand OWN (Only What's Needed) to introduce protein shakes at select cinema locations across the country.
Announced on November 6, 2026, the collaboration aims to bring protein-based beverages into mainstream entertainment spaces, offering moviegoers an alternative to conventional cinema drinks such as carbonated soft drinks and other sugary beverages.
The protein shakes will be priced at ₹280, positioning them as another beverage option within the multiplex food and beverage segment.
FoodPharmer Wants Protein to Become as Common as Tea and Coffee
The initiative aligns with the larger vision of OWN founder Revant Himatsingka, popularly known as FoodPharmer, who has been advocating greater awareness around nutrition, food ingredients and healthier consumption habits.
Himatsingka has expressed his ambition to make protein as easily accessible as everyday beverages like tea and coffee. His broader mission is to encourage India to become a protein-sufficient nation by making protein products available beyond traditional consumption channels such as gyms, fitness stores and specialised nutrition outlets.
The PVR INOX partnership represents a step towards bringing this vision into everyday consumer environments.
Why PVR INOX Is Betting on Protein Beverages
For PVR INOX, the partnership offers an opportunity to expand its cinema beverage portfolio and tap into the growing interest in health-conscious consumption.
Traditionally, multiplex food counters have been dominated by popcorn, nachos, carbonated beverages and other conventional snacks. Introducing protein shakes could help the cinema operator attract consumers looking for alternatives to traditional movie-time refreshments.
The move also reflects a broader opportunity for cinema operators to experiment with new food and beverage categories as consumer preferences evolve.
Beyond Cinemas: OWN's Larger Distribution Ambition
The partnership is part of OWN's broader ambition to take protein consumption into mainstream retail and hospitality environments.
FoodPharmer has spoken about expanding the availability of protein products across everyday consumer touchpoints, including airports, hotels, malls, cafes and railway stations.
The underlying idea is to move protein away from being perceived exclusively as a fitness product and establish it as a regular part of everyday consumption.
A New Opportunity for India's Functional Beverage Market
The collaboration comes at a time when functional nutrition and protein-based products are attracting growing consumer attention in India.
By entering multiplexes, OWN is exploring a distribution channel that traditionally has not been associated with specialised nutrition products.
If the initiative gains traction, it could encourage other nutrition and beverage brands to explore partnerships with cinema operators, hospitality companies and other consumer-facing businesses.
For now, the PVR INOX partnership marks an interesting attempt to bring protein into an environment where popcorn and soft drinks have traditionally dominated the movie-going experience.