Kebabs Launch In Delhi

Greenest: India’s First ‘Hyper-Realistic’ PlantBased Shami Kebabs Launch In Delhi

Indian plant-based startup Announced on Saturday The company’s new Greenest line Upstablish Food Technologies (November 14), Upstablish of vegan Shami Kebabs have just has just launched the coun- has launched its new Green- launched in the Delhi NCR region, try’s first line of “hyper-re- est brand of plant-based meat available through the brand’s dialistic” plant-based meats alternatives. Founded in 2017 rect-to-consumer website, coming under its brand Greenest. The by Gaurav Sharma, Kannan in five varieties of flavours includrange consists of high-protein Krishnamoorthy and Dinesh ing salt and pepper, moroccan spicplant-based alternatives to Jain, the startup is one of In- es, zesty tandoori, puraani dilli and kebabs and is now available dia’s emerging group of alter- peri peri. Made primarily from soy in Delhi. Looking ahead, the native protein food techs on protein, split roasted chickpeas and company will be launching its a mission to address the pro- natural flavourings, Greenest says new line in more cities and tein and nutritional needs of that the new products are the first has set its sights on expand- India amid rising challenges homegrown plant-based alternaing its offerings to include from climate change to zoo- tives that are deliver on mouthfeel more plant-based products notic diseases. and brings a “hyper-realistic” taste tailored to get “smart protein of real meat, but without the envion India’s plates”. ronmental or ethical concerns of its animal counterparts.

Greenest also boasts a clean label, amid the rising consumer appeal of healthy meat alternatives, containing no preservatives, artificial flavourings, GMOs, cholesterol or trans fats, while still providing a high protein content with more than 10-grams per serving.

“We are on a serious mission, a mission to get smarter protein on India’s plates,” said co-founder and CEO Gaurav Sharma. “Humans are truly at a junction where the world’s food chain can be re-examined and re-engineered to completely exclude animals from it.”

“We are keeping our ears to the ground and are working on products which people tell us that they need. [Until] now, we seem to be doing a good job at it as our consumers tell us the Kebabs taste surprisingly similar to meat,” Sharma added In the future, Sharma told Green Queen that the company plans to launch Greenest in more major cities across India over the next few months, as well as expand its range of plant-based meat alternative products that are tailored to Indian cuisine and local tastes and is able to replicate the qualities of real meat without animals.

“At Greenest, we understand what goes into making a consumer’s meat experience great and then we work our way up to recreate that experience without getting the animal into the picture. We understand the finer nuances about texture, fibres, chew, juiciness, fat, meaty [and] umami notes and flavours.”

Speaking about the opportunities that lie ahead in the massive Indian market for alternative proteins, Varun Despande, the managing director of nonprofit Good Food Institute India (GFI India), said: “India remains a promising yet nascent frontier market for the category. The incredible, delectable culinary diversity across the South Asian subcontinent is fertile ground for plant-based meat innovation, and the Greenest shami kebabs are a great example.” “We’re looking forward to consumers, producers, and planetary health benefiting from more plant-based entrepreneurship emerging from India.”