Plant meat is here. But targeting the right taste, consumers make it a challenging recipe

Image Courtesy of Imagine Meats

Synopsis
While plant milk is slowly finding a place in Indian households, the market for meat alternatives is a lot smaller. That’s because meat consumption is low and loaded with religious and caste concerns. Also, getting the meat right in taste and mouthfeel is difficult, given that brands are providing ready alternatives to kebabs and curries across Indian cuisines.

Our earlier story on plant alternatives explained the rise of vegan milk and how India’s dairy co-operatives have already begun to take notice of the segment. In this part, we focus on plant meat. While plant milk is an estimated INR200 crore - INR300 crore business and is growing rapidly, the market for meat alternatives is a lot smaller. The biggest Indian firm to enter the category is Jubilant FoodWorks, which runs the Domino’s franchise in