Serving Sustainable Alternatives

ProMeat’s core team says its plant-based meat products are popular among consumers who are open to trying new and unique food options. (Photograph courtesy ProMeat)

The rising interest in sustainable, ethical and health-conscious food has fueled the popularity of plant-based meat. Estimates suggest the plant-based meat market in India is currently worth around $135 million and could grow fourfold by 2030. These alternatives are designed to mimic the taste and texture of traditional meat while being made entirely from plant-based ingredients.

Innovative companies across India have developed plant-based products ranging from eggs and samosas to dumplings and kebabs. One such brand is ProMeat, which participated in Cohort 17 at the Nexus Startup Hub, a collaboration between the U.S. Embassy New Delhi and the Alliance for Commercialization and Innovation Research. Nexus links start-ups, innovators and investors, providing access to networks, training, mentors and funding.

Guidance for growth
“Through the Nexus program, ProMeat benefitted from in-depth mentorship provided by industry experts, offering strategic insights and tailored guidance to meet our specific needs,” says Ichcha Lizmi, business development and community engagement specialist at the Mumbai-based start-up. Additionally, the program provided access to crucial funding opportunities for scaling operations. The networking events organized by Nexus also helped the start-up connect with potential partners, investors and other start-ups.

“The most impactful aspect of the Nexus training was the personalized mentorship sessions,” says Lizmi. “These sessions enabled us to refine our business strategy, enhance our brand development, and optimize our market approach. The hands-on training modules focused on strategic planning and business development were particularly beneficial, equipping our team with the skills needed to navigate the competitive landscape of the alternative protein market.”

Lizmi identifies a clearer strategic direction and a stronger brand presence as key takeaways from the Nexus program. “We have developed a more robust business model and gained critical insights into scaling sustainably,” she says. “Overall, the Nexus pre-incubation program has empowered ProMeat to advance our mission of providing high-quality, sustainable meat alternatives that are both affordable and accessible to consumers worldwide.”

Research-driven ingredients
Building on the foundation laid during the Nexus program, ProMeat’s innovative approach extends to its use of high-quality, sustainable ingredients.

“ProMeat utilizes a variety of plant-based ingredients,” says Lizmi. “The core ingredients include green peas, mung beans, soy, oats and wheat, and the occasional addition of jackfruit for its unique texture and nutritional benefits.”

This blend of ingredients is rich in protein and fiber. “The inspiration behind creating ‘meatless meat’ at ProMeat stems from a desire to offer consumers a sustainable alternative to traditional meat,” she adds.

Replicating the taste and texture of meat was not easy. “Achieving the right texture was particularly difficult,” Aditya Shetty, a member of the core team at ProMeat, explains, “as consumers expect a certain feel and juiciness that is hard to replicate with plant ingredients.” The company overcame this by employing a proprietary wet extrusion technology, which allows the creation of textured vegetable protein that closely mimics the flavor of animal meat. “Continuous research and testing in approved labs were critical to refining the product to meet consumer expectations,” Shetty adds.

Core and expanding markets
ProMeat is not aimed solely at vegetarians or vegans, but also at flexitarians, “a growing segment in India that includes individuals who are reducing their meat consumption but still desire the taste and experience of meat,” says Shetty. He adds that ProMeat’s products are popular among Gen Z and millennials, particularly “busy techies” and “food explorers” who are open to trying new and unique food options. “This demographic is characterized by their curiosity and willingness to explore alternatives that align with their health and ethical considerations, making them ideal consumers for ProMeat’s innovative offerings,” says Shetty.

Looking ahead, ProMeat has ambitious expansion plans, which include expanding to cities like Pune and Surat in the short term and launching new product variants.
The start-up is also exploring international markets. “ProMeat is focused on scaling its operations and increasing its presence in domestic and international markets,” says Shetty, “positioning itself as a leader in the plant-based food industry.”

Natasa Milas is a freelance writer based in New York City.