Google was suddenly flooded with searches for ‘alt-protein’ when Indian power couple Virat Kohli and Anushka Sharma recently invested in alt-protein brand Blue Tribe and joined as brand ambassadors. The couple has avoided animal-based meat for a few years and is exploring plant-based eating. They are known for their love of animals and currently run animal shelters in Mumbai. Aren’t they real heroes for animals?
Olympic gold medalist Neeraj Chopra was featured in plant-based protein company Good Dot’s latest advertisements with the brand’s mascot, Guddu the goat. Chopra became a brand ambassador for the company in 2021. Wonder where he gets all the power to throw the javelin so far? That’s right, plant protein!
Actors Riteish and Genelia Deshmukh launched their plant-based company, Imagine Meats, in September 2021, offering plant-based burger patties, sausages, keema, chicken nuggets, and seekh kebabs. The launch was even shared by Bollywood superstar Shahrukh Khan via a tweet on the first day.
Mercy For Animals India brand ambassador and actor John Abraham, known for being outspoken on many animal issues, joined a group of venture capitalists in investing Rs 4 crore in NOTO, a low-calorie, high-protein ice cream brand with several delicious vegan flavours. John recently appeared on The Kapil Sharma Show and told viewers that he gets all his muscles from plant protein.
According to Business Standard, India’s plant-based meat market is likely to reach $500 million in the next three years. This may be unsurprising. In a 2019 survey, 63 percent of Indian respondents said they were willing to replace animal-based meat with plant-based. Given the many benefits of plant-based eating—for animals, our health, and the environment—it’s easy to see why so many celebrities are joining the plant-based revolution.
