PRAVEER SHRIVASTAVA
Is Building India’s Plant-Protein Future
In the global conversation on food, sustainability, and nutrition, plant-based foods have become a defining shift of the 21st century. In India, Praveer Shrivastava, a key advocate, is strengthening the nation’s plant-protein ecosystem. Representing the Plant-Based Foods Industry Association, he bridges policy, agriculture, sustainability, and industry growth. India’s plant-based sector is nascent but holds great promise. As the world’s largest producer and consumer of pulses, India’s rich vegetarian tradition positions it for a shift to plant-based alternatives. Realising this potential demands policy reform, research, infrastructure, and awareness. The association is building this ecosystem from the ground up. Founded in 2021, the Plant-Based Foods Industry Association (PBFIA) serves as the collective voice of India’s plant-based food sector. The organisation connects farmers, manufacturers, researchers, policymakers, and entrepreneurs. It strengthens the entire value chain, from crop cultivation to consumer products. Its broader vision promotes vegan alternatives and creates a sustainable food system. This system benefits farmers, improves national nutrition, and supports environmental goals. For Shrivastava, the opportunity is both economic and ecological. With growing concerns about protein deficiency, climate change, and food security, plant proteins could become a vital part of India’s future diet. Speaking with MOSAIC Magazine, he outlines the association’s mission, the policy reforms needed to grow the sector, & how plant-based foods could help shape a healthier, more sustainable future for India.
MOSAIC: What is the mission of the Plant-Based Foods Industry Association, and how are you advancing the plant-based food ecosystem through policy reforms in India?
Praveer: Our vision is to develop a robust plant-based food industry that meets growing consumer demand while advancing sustainability, farmer income, and public health. The association’s mission is built on four key pillars.
First, we build strong industry networks. We connect food businesses, investors, policy-makers, and consumers. This helps us address bottlenecks within the ecosystem together. Second, we push for policy reforms. Many barriers still exist for plant-based foods. These include taxation, import duties, and regulatory clarity.
We work with the government so that policies support innovation and growth. Third, we highlight our members as change makers. We collaborate with media and public platforms to feature companies and innovators changing India’s food system. Finally, we promote knowledge sharing. This covers technical information, policy updates, labelling regulations, and market insights. It helps the industry grow responsibly.
Our work spans the whole value chain, from agriculture to food processing. For example, we partner with the International Crops Research Institute for the Semi-Arid Tropics. We support the development of high-yield, protein-rich crops, such as pulses and legumes. Our goal is to help farmers access seeds that boost productivity and meet rising demand for plant protein.
MOSAIC: India’s plant-based food market crossed 7300 crore in 2024 and is growing at nearly 18% annually. What are PBFIA’s key priorities for 2025?
Praveer: Our main goal is to make plant-based products more affordable and accessible. Accessibility depends mostly on the distribution networks managed by each brand. Affordability is where we can make the most impact. By working with policymakers to reduce taxes and input costs, we can lower overall production costs. For example, plant-based products once faced much higher taxes than dairy.
After talks with the government, the GST is now about 5%, which matches dairy. This is a major milestone for the industry.
If we continue addressing barriers such as high import duties on key ingredients and logistics costs, we can bring prices closer to those of conventional products, helping expand consumption nationwide.
MOSAIC: Could you share how the Plant-Based Foods Industry Association was formed?
Praveer: The association was established in November 2021 by two founding trustees who recognised the emerging potential of plant-based foods in India. Their insight came from observing the rapid growth of the sector in the United States and other international markets. They believed that similar trends would reach India as well. At the same time, India has unique factors making it well-suited for plant-based innovation: a large vegetarian population, heightened awareness of sustainability, and
growing concerns about protein deficiency. While organisations such as People for the Ethical Treatment of Animals and the Indian Animal Fund advocate for vegan lifestyles on ethical grounds, there was no industry body representing the business and supply-chain side of plant-based foods. This gap led to the creation of PBFIA- a platform to support manufacturers, farmers, investors, and policymakers in the space.
MOSAIC: With the rise of veganism and dairy alternatives, how is consumer demand shaping the plant-based industry in India?
Praveer: The dairy alternative segment is currently the fastest-growing. Our research shows it is expanding at over 20% annually and is expected to grow to 25-30% in the coming years. Products like soy milk, almond milk, and oat milk are gaining popularity, especially among those who are lactose intolerant. In some regions, particularly the Northeast and hilly areas, lactose intolerance is more common, making plant-based milk a practical alternative. The meat alternative segment is also growing, though at a slower pace, about 13-14% annually.
One reason is cultural perception: many vegetarians do not want food that resembles meat, while non-vegetarians often prefer traditional meat products. For plant proteins to succeed in India, they must be adapted to local food habits. Rather than focusing solely on western formats like burgers, we need innovations such as protein fortified atta, snacks made from soy or pea protein, and ingredients that integrate seamlessly into everyday Indian cooking.
MOSAIC: What are some of the biggest challenges the plant-based food sector faces today?
Praveer: A major challenge is that the industry is still relatively small and lacks formal recognition as a distinct sector. Multiple ministries, including Agriculture, Food Processing, MSME, and Consumer Affairs, are involved, but coordination is limited. A national mission for plant protein could bring these stakeholders together. Another hurdle is the supply chain.
While India produces large quantities of pulses, the wide variety lacks the high protein content needed for advanced food processing. This calls for research in seed development, improved farming practices, and better market linkages for farmers. Generating demand i s equally important. Integrating plant proteins into programs like PM Poshan Abhiyaan could improve nutrition for millions of children and create stable demand for farmers.
MOSAIC: What solutions do you propose to overcome these challenges?
Praveer: The solution lies in strengthening both supply and demand. On the supply side, we need increased productivity through better seeds and agricultural practices. States like Madhya Pradesh, Rajasthan, Telangana, Karnataka, and Maharashtra hold strong potential for cultivating pulses and protein crops.
At the processing level, we propose creating “smart protein clusters” – agro-processing hubs where plant proteins can be extracted and converted into ingredients such as isolates and concentrates.
On the demand side, integrating plant protein into national nutrition programs could create a stable domestic market. India also has huge export potential. With the right quality standards and certifications aligned with international regulations, we could supply plant-based ingredients and products worldwide.
MOSAIC: Affordability remains a
major concern. How can plant-based foods become more accessible to price-sensitive consumers?
Praveer: The challenge is primarily one of demand and supply dynamics. Many plant-based products rely on imported ingredients like pea protein or specialised concentrates, which attract high import duties, around 30% plus surcharges. These costs inevitably raise retail prices.
Retail margins also have an impact. While retailers take a margin of about 10% on dairy products, plant-based products sometimes face margins of 30% or more. As the market matures and competition increases, prices will naturally come down. The entry of large food companies can also lead to better retail terms, making products more affordable.
MOSAIC: What innovations in plant protein excite you most for India’s future?
Praveer: Globally, there are breakthroughs like 3D-printed foods and advanced plant-protein processing. But for India, the immediate priority is improving taste and digestibility. A key challenge in plant-based products is the “beany” aftertaste, especially in soy-based foods. Research into natural enzymatic methods to remove this flavour can significantly improve consumer acceptance. Another important aspect is protein absorption. The value of food depends not just on how much protein it contains, but also on how efficiently the body can absorb it. Functional food products that offer health benefits beyond basic nutrition also represent a promising avenue for the future.
MOSAIC: How will the association help Indian exporters participate in
The global plant-based market?
Praveer: We are working closely with the Agricultural and Processed Food Products Export Development Authority to promote exports of plant-based foods and ingredients.
Our aim is to ensure Indian companies participate in international food exhibitions such as Gulfood, SIAL, and Anuga, with government support.
We also conduct training to help exporters understand regulatory requirements, such as those of the US Food and Drug Administration and the European Union’s food safety requirements, and we’d like to share this with our readers.
The goal is to position India as a major global supplier of plant-based ingredients and finished products.
MOSAIC: What message would you like to share with our readers?
Praveer: In India, supporting plant-based foods is deeply connected to supporting our farmers. Animal agriculture places enormous pressure on land, water, and environmental resources. Even shifting a part of our diet towards plant-based foods can benefit our health and reduce our environmental footprint.
I encourage everyone to bring more compassion to their plate. Explore plant-based foods, reduce unnecessary dairy consumption where possible, and consider the broader impact of your choices. By doing so, you not only improve your own health but also help build a more sustainable agricultural ecosystem for the country.