“Protein Shake in Kullad” Instamart and FoodPharmer turn a viral meme into reality with Mumbai’s first ‘Protein Tapri’
What happens when Mumbai’s street-side tapri culture meets India’s growing protein obsession? You get Instamart’s Protein Tapri – a quirky pop-up that drew massive crowds at VESIT College today, all thanks to a surprise visit from popular health and nutrition advocate FoodPharmer, who dropped by with his protein brand, Only What’s Needed, turning the installation into a full-blown student magnet.
Given the popularity of trending fitness memes, Instamart recreated a classic Mumbai chai tapri with a high-protein twist. The pop-up transformed everyday favourites into protein-forward treats: kullad-served protein shakes, protein bhel made with nutrient-dense sprouts, and protein-packed cookies. The concept struck a chord with students and fitness enthusiasts alike, with queues forming well before the stall opened.
The campus buzzed as hundreds of students flocked to the pop-up. The energy surged when Gen Z favourite Sahil Mehta joined FoodPharmer (Revant Himatsingka) behind the counter, serving students, posing for videos and turning the tapri into a protein-packed moment.
Commenting on the protein tapri event, one LinkedIn user shares, “Just when you think Instamart has done it all – there’s a new surprise (and I am not complaining)😂. Saw this protein tapri outside a friend’s college and out of all things I expected to see in college today, this was not on the list but I am here for it !! 😂. Ofc the gym bros went wild and started competing for protein 🤣”
Why this lands
This wasn’t a stunt; it rode two clear trends. Instamart has been building a curated protein push on its platform, introducing a dedicated protein section on the app and bringing Only What’s Needed (OWN) to quick-commerce shelves so protein hits can arrive in under 10 minutes. At the same time, FoodPharmer has emerged as a fast-rising voice in India’s nutrition space: his messaging around nutrition transparency and playful food-science explainers regularly spark online conversations and grow a loyal following. That social momentum turned the Protein Tapri into more than a sampling exercise- creators, followers and curious students translated scroll content into an IRL moment.