(title credits to akshay)
i should probably start off with a quick intro about what lassi protein is. akshay and i are building a south asian inspired protein powder company where the first flavor is mango lassi. there is a huge market in the u.s. as well as canada for a mango lassi flavor in the form of protein powder which hasn't been done before. everything currently on the market is either only in india or is ready to drink with horrible ingredients. so we thought it would be a great idea to build this from the ground up with an even bigger vision.
akshay had the idea around oct 2024 but we didn't really do anything until dec 2024. we started this right before our winter break where we ordered some ingredients to try and first see if we can create a flavor from some amazon ingredients. we got a decent formula going and realized we can do this. we made a plan for the name, social media, manufacturers, etc and got the ball rolling. our approach was going to be through having influencers hype up our pre-order drop. getting in contact with influencers is hard itself and then communicating with them is even harder. there is a lot that can be said here, but to keep it relevant to this blog — there was one influencer in particular who is building something similar that we reached out to in jan 2025. they were incredibly rude, posted our dms on their story (someone with over 20k in followers) only to delete them an hour later, criticized our physiques (while running a 1:1 coaching program), and then blocked our socials.
that only gave us more fuel to keep building this brand and honestly a good reason for why lassiprotein is at where it's at right now. now this influencer is still working on their brand and posting about it on their social media platform occasionally. fast forward to just this past week (may 2025) and our pre-order sales are blowing up randomly. note that we haven't posted anything anywhere on social media in close to a month. so we've been asking every pre-order where they had heard about us from and it took us a second to connect the dots. but once we realized what was happening it all made sense.
here's a quick explanation: we absolutely dominate the search for mango lassi protein — powder, drinks, shakes, etc. our website lassiprotein has very good seo which lets us be the first or second search result when people search up anything related to mango lassi and protein. so what's been happening is these people placing orders are searching for a mango lassi protein drink and finding our website. but the question is, why are they all randomly searching for it now? is it because summer just started, one of our videos on social media blew up, what was happening?
it was right under our noses this whole time. it was our competitor (the influencer). our competitor only mentioned the words mango lassi protein shake in a recent video — no brand name, no external link, nothing — and people were searching that up and finding us (thinking we were working with the influencer). this was by far the easiest marketing we've done and its been the most successful thus far.
also, there's a lot of left out detail about the jump from jan to now of what's been going on with lassi protein. so maybe i'm due for another post covering the details regarding naming, other aspects of social media and influencers, working with manufacturers, and more behind the scenes.