Did you know the Indian dairy market is expected to cross Rs. 30 lakh Cr by 2027?
And even if 1% of that is taken over by dairy alternatives – the TAM is HUGE!
But do you know it’s easy to be a vegan in India – because most common Indian preparations are naturally vegan?
So, how do you sell the concept of veganism to Indians?
This got me thinking about our experience with working with 10+ vegan brands at D2P Consultancy.
If done right, vegan brands will become huge!
And, here’s what all growing vegan brands in India should do:
🚀🌱1. Don’t Force It
In India, 3 things are a must when it comes to food – taste, taste & taste. Since Veganism carries an inherent perception of being healthy, it makes consumers feel the food wouldn’t be tasty. So, please do not force fit the tag of “vegan” on your products. Sell taste first, everything else is secondary.
🚀🌱2. Expand Your Target Audience
While hard-core vegans are the anchor target audience, the vegan cohort is very small in India. The consumption target audience for vegan first brands should be the flexitarians. The ones who will consume regular products on 4 out of 7 days but can slowly shift to vegan products on 2 or 3 out of 7 days.
🚀🌱3. Make it Tasty
Just because your product is vegan doesn’t mean it can be less tastier. It has to be superior tasting than its regular counterparts. Would you like your cookie taste to be compromised just because it’s vegan?
🚀🌱4. Don’t Fake It
Will an oat or almond milk taste like cow’s milk? Never! Don’t compare your product with your non-vegan counterparts, you’ll set the wrong expectations & consumers lose the battle early on. Bring your unique taste & experience to life, and be realistic about it.
🚀🌱5. Choose Your Battle
Sure, Vegan brands are earning good karma points by not harming the animal ecosystem but the consumers don’t buy you because you’re good to the planet. They are buying you because your offering serves their needs. Know that vegan first products will be expensive – your consumers will pay the premium because of the value your products create. And that value appreciation should be in terms of taste, texture, and experience. Saving the planet will be the last one on the list.
🚀🌱6. Be Smart
The consumption of meat, cakes & pastries is for special occasions (indulgence) & isn’t functional enough for Indians to consume daily. Even for sweet cravings – Indian sweets are the no. 1 priority against cakes & pastries. So, position yourself based on unique tastes, flavors, & offerings rather than as ‘alternatives’.
Our vegan clients, subtly communicate their vegan proposition & are winning their consumers’ hearts with the unique tastes and experiences their products offer.