•Massive Restaurants introduces 'Ritual', a new cloud kitchen brand focusing on high-protein, health-focused meals.
•Ritual's menu includes protein shakes, milkshakes, coffees, grilled paneer, and salads, targeting the fitness and nutrition segment.
•Foodtech giants Zomato and Swiggy are also expanding healthy food options, with Swiggy's EatRight accounting for one in nine orders.
•India's health and wellness food market is projected to grow significantly, driven by rising fitness awareness and protein deficiency.
•The launch comes amidst an LPG crisis impacting the restaurant industry, potentially disrupting food delivery recovery for platforms like Zomato and Swiggy.
