We are already aware that there are several plant-based meat substitutes these days. Here plant-based proteins are processed to resemble and taste like meat. The ingredients used in India for such processing are soya and jackfruit. They have produced chicken nuggets, sausages and seekh kebabs which are meat-free. The attempt is to mimic the texture and taste of meat. In order to extend this market, what we need is innovation and an appeal to Indian non-vegetarian consumer. Indian population is by and large flexitarian — it consumes both vegetarian and non-vegetarian food. It is a fact that most Indians are protein-deficient. Plant protein has the potential to emerge as alternate meat. Though the cost of such meat is higher than the real meat, it can appeal to premium consumers. In India, there are 100-odd non-meat eating days annually. Such consumers who cannot take meat products on no-meat days can be targeted by meat-substitute products. Licious has launched its vegan meat brand UnCrave for such consumers. It is available in Mumbai, Pune, Delhi and Bangalore. They wish to expand further.