| |March, 20229hotdog, they are aiming to serve the consumer demand for this category and expand consumer base.In December 2020, Jubilant Foodworks also launched `The Unthinkable Pizza' via Domino's Pizza as a limited time offering, becoming India's first QSR to launch a plant protein based pizza. They have also invested in Mr. Veg to continue their foray into this category.The most recent addition to the plant based movement has been ITC Limited, as they announced plans to launch a host of plant based products into the market. The compa-ny is the first mainstream consumer company to enter this segment in the country even as Nestle, Unilever, Kellogg's and Cargill have globally launched plant based products for consumers conscious about health, animal welfare and the environment.While most people are looking to grow their brands, BVeg Foods has taken a slightly different approach. They aim to act as an enabler for food service and retail players looking to enter the plant based domain by offering them a one-stop-shop solution with product development, manu-facturing and private labelling under one roof. The goal is to address some of the key challenges faced by the industry not just for India, but for the globe includ-ing lack of well equipped, dedicated processing facilities, research and time-intensive nature of the product develop-ment process, lack of product diversity in the current market offerings as well as pricing and accessibility to the masses.Many other startups have also entered the plant-based meat market in the past few years, selling through foodser-vice channels and online retail in India, including Ahimsa Food, Vegeta Gold, Vezlay, GoodDot Enterprises, Vegitein and The Vegan Eatery. Despite the influx of plant based product options, the market is still at a fairly nascent stage and finding its footing amidst the long standing existing food categories in the country.According to a recent GFI survey conducted with De-loitte, the total contribution of plant based meats in India's economy is projected to be $1.3 billion by 2030. The domes-tic market by 2030 is to be approx. $460 million, while ex-port potential is estimated as $1.1 billion. The plant based meat industry is set to create 49,810-136,758 jobs by 2030, employing a wide variety of specialists for the sector. The future is rife with opportunities in this sector, but there is still a long ahead to make plant based meats main-stream in the country. With the efforts of various organiza-tions, established companies and startups, India is already on the cusp of making a conscious change, and the resulting impact can be a game changer for the movement. PLANT BASED MEATS IN INDIAIncreased awareness, technology development, rising cholesterol-related health problems and sustainability remain as the key drivers for the plant-based meat market
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