Is India Ready For A Vegan Diet?

With Aamir Khan, Sonam Kapoor, Kangana Ranaut and others embracing veganism, the trend is the neo-cool. But is the ‘milkoholic’India ready for a mindset change?

- Anindita Ganguly

Veganism is not exactly vegetarianism. Swinging between health trends and animal rights, the vegan tribe discards consumption of all kinds of animal products, including milk and egg, fabric like silk, and leather goods. In India, strong links to it can be found with monotheistic religions like Buddhism or Jainism. But that’s only a class or a sect. The neo-wave of veganism has started making its way to India with the turn of the century but it suits mostly the upper class and the upper middle-class. “The adoption of vegan products is among the top one per cent of the Indian population who is choosy, can spend a lot and also willing to pay with given access,” says Vinod Murali, Managing Partner, Alteria Capital Advisors, a venture debt fund.

The growing awareness is mostly around the impact of industrialized management of animals and their well-being, mostly driven by the animal rights activists. “Contents are created which are quickly shareable through social media and are quite impactful,” says Devangshu Dutta, Chief Executive Officer, Third Eyesight, a leading consulting firm for consumer brands. Apart from improving the ecological footprint, turning vegan has innumerable health benefits. It lowers the risk of colon cancer, heart attack, and diabetes, three major health issues in India. Moreover, it is also beneficial for individuals who are lactose intolerant or dyslexic.