Indian startup, Good Dot, has launched a vegan alternative to mutton in 7,500 stores across India.
Mutton is currently the second most consumed meat product in India, with Good Dot looking to provide a more ethical, healthy and environmental alternative.
Made from a combination of pea protein, soy and wheat, Good Dot join other plant-based meat startups such as Impossible Foods, in an attempt to make plant-based meat mainstream.
“The stereotype of India as a vegetarian country is increasingly wrong,” Good Dot CEO Abhishek Sinha said. “Upwards of 70 percent of people do eat meat, and India has the opportunity to take a better path than the West when it comes to meeting our country’s growing demand for meat.”
“The younger generations and growing middle class are pushing India away from its roots as a vegetarian country,” Parihar said. “By developing a healthier product that provides the taste and texture of meat, for the same price, we can reverse the trend toward non-veg.”
The startup now plans to release a vegetarian chicken product and a plant-based protein alternative.