FAUX MEAT IS FAUX PAS NO MORE

As consumers become more conscious about their dietary choices, there is a significant growth potential for alternative meats in the HoReCa segment

- VINITA BHATIA

Let’s digest these numbers to get a taste of irony. The 'UN Food and Agriculture Organization/ Our World in Data' figures show that two thirds of Indians are meat eaters. This lays to rest the misconception that India is a largely vegetarian nation.

Of course, the country’s meat consumption is much lower than the global average – at less than 4kg per person. Nonetheless, it does underline that Indians love to eat meat.

At the same time, a growing number of people are shifting towards faux meat for health or ethical reasons. These plant-based meats are prepared in such a way that their texture, taste and chemical characteristics are similar to conventional meat. Sairaj Dhond, Founder and CEO of Wakao Foods tells Vinita Bhatia why this signals a untapped business opportunity for the HoReCa sector.

Do you think Indian consumers are willing to pay a premium for plant-based meat alternatives?

The key consumers for alternative meats are those who are moving towards veganism, vegetarianism, people bored of eating nonvegetarian, or those who want to avoid the guilt of killing an animal. I don't think they should pay a heavy amount of money when it comes to sourcing plant-based meat.

We learned during the lockdown that people will compromise on any other luxury of life but not on food. They are willing to pay for something that is nutritional, clean and a healthy alternative to meat.

It is also a pure myth that plantbased meat alternatives are more expensive than your normal meat. It is probably costlier than your regular chicken and pork. But when you look at good quality mutton, lamb, turkey and pork, jackfruit meat is definitely a cheaper option; and you get the same texture to make tastier dishes.