What's new
at ab.

A year ago we launched Procaff Protein Coffees with a simple idea: make protein something you consume as part of your day, not something you plan your day around. Now we're taking it further. Procaff is made in partnership with Only What's Needed by Food Pharmer, the label-first protein brand built on years of teaching India to turn the pack around and read what's actually inside. It's a partnership built on the standard we wanted for Procaff from day one: 24g+ whey protein per cup, single-origin coffee, and nothing on the label that needs explaining. Every cup is now backed by test reports, so the claims are verifiable, not just printed. Your usual, with benefits.

Chai, the way you haven't had it. This season brings new takes to the menu, led by Creamy Cold Chai, deep, cold, and creamy with no dilution and no shortcuts, and Hot Protein Chai, the everyday warmth of chai with a protein boost built in. Alongside them, the classics done right: Honey Masala Chai, Kesar Badam Chai, and Kesar Badam Milk, each brewed to meet the weather whether you want it hot, cold, or somewhere in between. Because rain calls for chai, and we just made it more interesting.