◊ By Alokparna Sengupta

Visit ORGANIC SHOP by Pure & Eco India

When I turned vegan more than 11 years ago, I gave up meat, fish, eggs and milk — some foods were easier to give up, while others, not so much.

It would have been easier if there were alternatives to these animal products, but the concept of replacement did not exist in India back then, because the vegan market was new and the few substitutes that existed were imported and pinched the pocket (I had just started out in my career).

The supermarkets that shelved these products were exclusive in that they only stocked imported products, and these were outside the reach of the common person.

For me, it was a compassionate choice to quit animal products, albeit not a very convenient one. I wonder sometimes how difficult it must have been for those who turned vegan before me.

Vegan Keema by ‘Maya A Culture’, Dehradun

Soya Tikka Biryani by ‘Seventy Percent Restro Cafe’, Dehradun

Vegan Butter Chicken by ‘Books N Brew’, Chandigarh

Vegan cupcakes by ‘Maya A Culture’, Dehradun

While it is easy to find vegetarian food in India and one can veganise veg foods easily, I admire those who turned to veganism decades ago, long before protein alternatives were a thing in the country.

Since I started working in the animal protection movement, there has been a sea change in the sector of plant-based foods.

Now, an increasing number of consumers have become conscious about what they consume and they are willing to give the compassionate lifestyle a try.

There are also those who are making their passion a business and coming to the market with innovative plant-based, animal-free products.

ALTERNATIVE PROTEIN MARKET WILL CONTINUE TO GROW

Globally, the average annual growth in vegan or plant-based foods and beverages grew from 21% in 2015 to 58% in 2019.

India, too, has seen several companies launch vegan and plant-based products over the past few years — from oat and cashew milk to plant-based lamb, plant-based nuggets, keema (minced meat), sausages and so much more!

Even with the pandemic affecting businesses and companies worldwide, the alternative protein sector received investments worth US$ 3.1 billion in 2020, three times more than in any single year in the sector’s history.

The growth of this sector and the investments pouring in, reveal the urgency with which more viable and sustainable products are needed in the world.

The current system through which we procure animal products — be it meat, fish, milk or eggs — is not only cruel but it is also unsustainable, hazardous to the environment and costs public health billions of dollars.

One of the leading causes of global warming is industrial animal agriculture. It comes as no surprise that the alternative protein industry, which was nascent till a few years ago, is being touted as the next big thing.

However, the sudden growth and inflow of investments do not come without opposition. There has been growing backlash from the poultry and dairy industries, accusing the alternative protein industry of misleading the public.

Clearly, the alternative protein industry is now a formidable competitor for poultry and dairy, with consumers more conscious of zoonotic diseases originating in factory farms, where animals live in overcrowded conditions.

In fact, the global pant-based milk market’s worth is predicted to triple in 2024, on parallel with decline in dairy consumption around the world.

The business world has taken note. Several popular food brands associated with animal meat are now launching plant-based variants and are witnessing exponential sales.

Further, governments across the world (including India) are investing in plant-based and cell-based agriculture.

Thus, with consumers, businesses, investors and governments contributing to its growth, the rapidly growing alternative protein movement will continue to thrive.

ABOUT THE AUTHOR

The author is Animal Advocate and Managing Director, Humane Society International India.