Hollywood celebrities like Oprah Whinfrey and Natalie Portman recently invested heavily in plant-based milk products manufacturer Oatly, as an example of the high profile plant-based has developed. VC money is currently pouring into plant-based meat and dairy start-ups.
Now also in Bollywood this trend seems to be picked up. Actors couple Genelia and Riteish Deshmukh have announced a new plant-based meat venture based in India called Imagine Meats, which they claim is bringing together the best of global food science with Indian traditions to produce dishes such as vegan kebabs, biryanis, and curries.
With these levels of endorsement and consumer adoption an increasing momentum is developing for plant-based meat and – dairy. And India holds huge market potential for advancements in alternative protein, having a largely vegetarian population due to the prevalence of its religions practicing cruelty-free.
India certainly is ready for a plant-based explosion, with the second largest population in the world (expected to overhaul China in 2027).
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