Get on the vegan wheel for some guilt-free shopping

As more people turn to veganism, Black Friday sales are a good time to stock up on everything plant-based – from clothes and accessories to cosmetics and even mock meat

As more people turn to veganism, Black Friday sales are a good time to stock up on everything plant-based – from clothes and accessories to cosmetics and even mock meat

11,250 tons, That’s the volume India’s plant-based protein market reached in 2020, with projections of a 12.4 per cent CAGR growth between 2021 and 2023, according to a study

‘It’s about responsible shopping’
For Jyotsna Pattabiraman, a health start-up entrepreneur and Stanford alumna, it’s about responsible shopping, especially after the pandemic. “Black Friday is a time for brands to generate as much as 20 per cent of their annual revenue. This year, ethical, sustainable, and minority-owned brands are offering an alternative to mindless consumption. Products such as plant-based alternatives to the traditional turkey dinner to ethically sourced products such as vegan leather shoes, premium recycled clothing or non-toxic makeup are on sale.
Sustainable brands are offering attractive prices – up to 50 per cent off – to encourage consumers to think differently about what they buy.” Even Ashay Bhave, whose vegan sneaker brand has many takers, feels that one must encourage prudent buys and reduce consumerism. “I have been using a vegan dairy product and a plant-based protein since I turned vegan four years ago. The products are on the higher cost bracket and if these are daily consumed and I can get a good deal, why not?” asks Farah Shah.

‘It’s my way of helping the planet heal’
“COP27 and climate change are already changing our weather, and lives. Eating plant-based food, using plant-based fabric, even shoes, and cosmetics is my way of helping the planet heal, and Black Friday deals on these products, though few, keep me healthy,” says Karun Chander, a software engineer from Delhi.

Demand is up for healthy living

• 2.8 % Indians are likely to buy plant-based meat alternatives, compared to 48.7% who would choose domesticated meat, says a study
• Plant-based dairy alternatives, medicines, nutritional supplements are also on the rise.
• Plant-based iron supplements are set to grow at a CAGR of 5.5 per cent from 2022 to 2032. Valued at $208.5 million (`1,700 cr) in 2022, it is anticipated to reach $352.9 million (`2,870 cr) by 2032
• Plant-based baby wipes, biodegradable face packs, are finding their time in the sun

--Suruchi Kapur-Gomes