New Delhi 16.08.2024 – Research suggests about 75% of Indians are lactose intolerant1, which means they can’t digest the lactose in dairy products. Despite this, dairy consumption in India remains high, and there is increasing curiosity about plant-based alternatives. Veganuary’s Plant Milk Week is here to encourage and support those seeking to find dairy-free options by raising awareness of healthy and tasty alternatives to dairy. It will run from 19th August to 25th August and will showcase the various ways in which plant-based milk can be used- from breakfast to desserts.
The campaign is an initiative of Veganuary- the global non-profit that helps people try a plant-based diet. Being specifically tailored for Indians, the campaign will feature dairy-free recipe content, nutrition tips, product information, and cooking hacks from Indian experts and brands.
Indians have traditionally used plant milk like coconut milk and peanut milk in their cooking. According to a study conducted by Good Food Institute India in 20202, Indians consider plant-based milk tasty and easily digestible with nutritional or health benefits. 40% of users surveyed at the time had used more than one type of plant-based milk in the past 12 months, and nearly 69% of plant-based milk consumers claimed that they were most likely to increase their consumption in the future. With this level of interest, plant-based milks are poised to be the next revolution in the wellness and culinary space in India.
Prashanth Vishwanath, India Director at Veganuary says, “Dairy products are difficult to stomach – for more reasons than one! Not only are plant-based milk tasty but they have a lower impact on the planet, and animals, and can be part of a healthy diet. With a variety of options available in the market, Indians can include plant milk in everyday cooking. It just needs a bit of introduction and training, which is what we are doing with the campaign.”
With the festival season approaching, the campaign will include special recipes for Raksha Bandhan and Janmashtami and the ultimate trick to making vegan curd! The campaign can be followed on the Veganuary India Instagram channel, which will feature daily content from leading recipe developers, nutritionists, and fitness influencers. Information on the newest offers from plant milk brands can also be found here. Those wanting continuous guidance to eat more plant-based can sign up for Veganuary’s free email course. Participants will get daily guidance for 31 days and access to more than 10 free resources including a starter kit, meal plans, and video series.
Dhruv Chawla, Founder of Getafix cafe says “We are happy to participate in Plant Milk Week, and show the variety of dishes at our restaurant that are tasty, healthy and keep you coming back for more. Our focus is to be inclusive and provide dairy-free options that don’t compromise on quality. Come and try for yourself!”