Back in 2018, a wave of Indian brands bet big on mock meat.

GoodDot launched its vegan mutton. Then Blue Tribe followed, bringing on Anushka Sharma and Virat Kohli as investors and ambassadors. Even mainstream companies like ITC, Tata and Licious jumped on this bandwagon.

This was supposed to be the plant-based meat revolution. But, years later, it seems that this revolution has stayed on the supermarket shelf.

So, what went wrong?

And now, with brands rebranding shifting from “fake meat” to “plant protein,” can this segment make a comeback?

To hear from consumers and industry insiders on this, check out the latest episode of The Signal Brief.

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Mock Meat Failed In India. Can It Make A Comeback?