Kolkata, Sep 17: JK Dairy, part of JK Organisation, has launched Malai Paneer and High Protein Paneer at major hypermarkets in Kolkata. The launch brings together two distinct consumer preferences: the traditional appeal of full malai paneer and a higher-protein option for people seeking to add more protein to everyday meals.
With this introduction, JK Dairy aims to encourage informed choices about paneer, including greater awareness of the distinction between dairy paneer and analogue alternatives. The brand’s message centres on helping shoppers look more closely at product identity, ingredients and nutritional information.
Two Products, Two Everyday Needs
TOP Malai Paneer caters to consumers who enjoy the rich, creamy character associated with traditional malai paneer. Positioned for family meals and familiar favourites, it offers a versatile option for preparations such as paneer butter masala, palak paneer and paneer bhurji.
TOP High Protein Paneer delivers 56g of protein in a 200g pack, according to company-provided product information – equivalent to 28g per 100g. Designed for protein-conscious consumers, it offers a familiar vegetarian ingredient that can be incorporated into curries, salads, wraps and grilled preparations.
Commenting on the launch, Mr. Partha Biswas, Director, JK Foods Limited said:
“Kolkata marks an important step in our journey to bring TOP paneer to more Indian households. With Full Malai and High Protein variants, we are addressing both the enjoyment of traditional food and the growing interest in everyday nutrition. We also want to encourage consumers to make informed choices about the paneer they bring home.”
Mr. Satyander Sharma, Business Head Umang Dairy Ltd, said:
“Our approach is to make the product benefit clear and relevant. TOP Full Malai Paneer speaks to the appeal of rich, familiar meals, while TOP High Protein Paneer delivers 56 grams of protein in a 200-gram pack. Together, they give consumers the flexibility to choose according to their food preferences and nutritional priorities.”
Mr. Abhijeet Subhas Dey, Head – Modern Trade & E Commerce, added:
“Launching at major hypermarkets gives us an opportunity to connect with Kolkata shoppers where they already purchase their everyday essentials. Both variants are now available at major hypermarkets in Kolkata. Our next phase will focus on quick commerce platforms and expanding retail availability across North and South Kolkata.”
Mr. Debasish Ganguly, Head Marketing & Communications, said:
“Consumers want nutrition to fit naturally into the way they eat. With TOP High Protein Paneer, we are bringing 56 grams of protein into a familiar 200-gram format that can become part of everyday cooking. Alongside TOP Full Malai Paneer, the range allows us to connect with both traditional food preferences and the growing interest in protein-conscious meals.”
The Kolkata rollout establishes a foundation for TOP’s wider presence in the city, combining modern retail availability with planned expansion into neighbourhood stores and digital shopping channels.