FMCG companies are entering the plant-based mock protein segment. This segment opened up two years back and is estimated to touch around USD one billion by 2030 and products in the plant-based meat segment are available at eCommerce platforms and large retail chains in leading metros.
Tata Consumer Product Ltd (TCPL) announced its entry into the plant-based meat products category, under a new brand ‘Tata Simply Better’.
Mahendra Singh Dhoni, former captain of the Indian cricket team, picks up equity in a plant-based protein start up ‘Shaka Hardy.’ Speaking about the partnership, Dhoni told reporters that he loves chicken but now he is after a balanced diet.
Celeb couple Riteish & Genelia Deshmukh announce their plant-based product ‘Imagine Meats.’ This new food business has been the couple’s dream and took over three years to come to life. Actor Shah Rukh Khan gave a shout out to the couple’s new venture both congratulating them and promoting their cause.
HoReCa (hotel, restaurant and catering) segment and several Quick Service Restaurant (QSR) chains such as Domino’s and Starbucks in India have included plant-based protein in their food menus.
People are now opting for vegan protein, plant protein, or vegetable protein because of their numerous benefits such as they boost metabolism, improve digestion, are good for cardiovascular health, contain no added hormones and antibiotics, and are complete protein sources and contain the 9 essential amino acids.