Protein with your cutting chai as Instamart’s tapri flex fuels a campus frenzy

MUMBAI: If you thought Mumbai tapris only served kadak chai, Instamart just slipped in a scoop of whey and stirred up mayhem. In a campus stunt that blended meme culture with Mumbai’s tapri nostalgia, Instamart rolled out a ‘Protein Tapri’ at VESIT College, and the result was a full-blown Gen Z stampede thanks in part to an unexpected cameo by FoodPharmer (Revant Himatsingka) and his protein brand Only What’s Needed (OWN).

The pop-up, designed as a classic chai stall with a high-protein upgrade, flipped everyday college favourites into gym-bro-approved fuel. Students queued up for:

●  kullad protein shakes,

●  protein bhel made with sprout-loaded crunch,

●  and protein-packed cookies that turned tea-time into gain-time.

The twist landed perfectly with a generation that jokes about creatine scoops the way older batches joked about cutting chai.

But the crowd truly erupted when FoodPharmer and Gen Z favourite Sahil Mehta stepped behind the counter together shaking drinks, shooting videos, and sending the turnout into chaos. Overnight, the tapri became less of a pop-up and more of a pilgrimage for fitness-loving students.

One LinkedIn user summed up the vibe in true Gen Z fashion, “Out of all the things I expected to see outside a college today, a protein tapri was not on the list but I am here for it. The gym bros went wild and started competing for protein.”

Instamart didn’t just serve protein, it tapped into two fast-moving cultural currents.

First, the brand has quietly built a curated protein ecosystem, including a dedicated protein section on the app and super-fast delivery of OWN products in under 10 minutes. That makes protein less of a commitment and more of an impulse buy perfect for the “lift first, think later” crowd.

Second, FoodPharmer’s rising influence in India’s nutrition conversation brought built-in credibility and meme energy. His sharp, relatable nutrition content has made him a cultural touchpoint for young Indians trying to decode food labels and stay fit without losing their sense of humour.

Together, this wasn’t just sampling, it was scroll culture meeting street culture, a meme jumping off the screen and into the real world. Students didn’t just taste the products; they participated in a moment.

By the time the tapri wrapped up, it was clear, Mumbai just got its newest food moment and this one absolutely passes the vibe check.