Mumbai recently saw the launch of its very first “Protein Tapri,” a quirky pop-up created by Instamart and nutrition influencer FoodPharmer (Revant Himatsingka). The concept — inspired by a trending fitness meme — blended Mumbai’s iconic roadside “tapri” culture with high-protein foods, drawing big crowds, especially on a college campus.
Set up at VESIT College, the pop-up served up protein-packed versions of street snacks: drinkable “kullad” shakes, sprouts-based bhel, and protein-rich cookies. The design and menu cleverly married local chai-stall nostalgia with modern nutrition trends, making it a hit among students and fitness enthusiasts alike.
FoodPharmer, whose brand Only What’s Needed (OWN) was featured at the stall, joined hands with Instamart to bring more visibility to his protein line. The event wasn’t just about sampling — it also turned into a social moment, with long queues, video-worthy interactions, and plenty of social media buzz.
By turning a meme-worthy idea into a real-world activation, Instamart is reinforcing its commitment to building a curated protein section on its quick-commerce platform, while FoodPharmer strengthens his connection with his audience in a fun, experiential way.
In short, what started as internet humor has become a playful but purposeful effort — championing nutrition and community, all served up in a kullad.
