Then there are people who are opting for these alternatives for their Instagram feed or to join social movements so that they don’t feel the fear of missing out on a trend.
Even if it’s a niche in the country, the category is a sure shot growth driver given the increasing options in the space, say industry observers.
Bollywood couple Riteish Deshmukh and Genelia Deshmukh’s new food venture Imagine Meats was launched based on the new consumer demand, especially coming from the affluent markets.
“When it comes to food, Indians will never compromise on the taste factor.
However, they don’t like too much information on it, but at the same time are conscious about what goes into the product,” says Daswani.
In its communications, Daswani and her team are making the founder-couple act and dance on trendy music for Instagram Reels.
We’ve met a lot of non-vegetarian people who’ve wanted to shift to vegetarianism but didn’t have the option of a protein with a similar taste and texture.
GoodDot’s best selling item, keema pav, sells at Rs.29 and the most expensive item on the menu is priced at Rs 189.
When brands venture into this category just to “latch onto the trend”, consumers don’t get what they want on their plates.
When it comes to price, Kenia says India is a value-conscious market.
“The relationship between food and health” is becoming scientific; and “each food item is analysed for its caloric and nutrient value,” indicates Ruchira Jain, founder of Elevate Insights and former VP, consumer insights, Swiggy.
She draws parallels with other food trends.
Kalyan Karmakar, a food writer and brand consultant of Finely Chopped Consulting, has similar views.