The whey protein brand strengthens its fitness-driven philosophy with a campaign that celebrates brotherhood and community.
Mumbai, 24 September 2025 —Avvatar India, the country’s first 100% vegetarian whey protein brand from Parag Milk Foods Ltd., has announced its association with Rise and Fall, the reality series streaming on Amazon MX Player and airing on Sony Entertainment Television.
As part of the partnership, Avvatar India fulfilled the wish of its influencer Varun Yadav (popularly known as Laila) by arranging a reunion with his close friend, a contestant on the show, on his birthday. This special moment, enabled by Avvatar, aligns with the brand’s core philosophy of strength, unity, and #Bhaichara.
Commenting on the collaboration, Nitin Kanodia, Business Head, Avvatar India, said: “Avvatar India stands for strength, endurance, and the power of community. Our collaboration with Rise and Fall reflects these values, as the show celebrates both individual performance and the bonds that inspire people to push harder. Making Varun’s reunion with his best friend possible through this partnership is a proud moment for us as we continue to champion the culture of fitness across India.”
Through this initiative, Avvatar India continues to engage fitness enthusiasts with scientifically formulated, premium nutrition while fostering motivation, brotherhood, and togetherness.
About Amazon MX Player:
Amazon MX Player is India’s leading free, premium, ad-supported entertainment service offering web series, reality shows, movies, and dubbed international content across multiple languages. With original productions like Ek Badnaam Aashram, Campus Diaries, and Jamnapaar, the platform continues to expand its slate with 100+ shows across genres.
About Parag Milk Foods Ltd.:
Established in 1992, Parag Milk Foods Ltd. is India’s largest private dairy FMCG company with a pan-India presence. Its portfolio includes trusted brands such as Gowardhan, Go, Pride of Cows, and Avvatar. With a strong emphasis on innovation, health, and nutrition, the company offers a wide range of dairy and nutrition products and continues to build its reputation as a leader in quality-driven food solutions.
