India has a Gemini Soul where consumers straddle between the Western and traditional Indian concepts of food and health.
While alternate meats are gaining momentum due to Western influences, as per the traditional template these are “unnatural” foods. Artificial and fakes are by and large to be avoided!
When marketing alternative meats, “the right strategy is to leverage the consumer energy around diet consciousness and these foods being a naturally good source of protein vs the “fake meat” route,”
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