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<ul><li><keyword id="6357073" type="General" weightage="20" keywordseo="itc" source="Orion">ITC</keyword> believes that the Indian agriculture sector is “seriously threatened” by climate change and it needs attention.</li><li>It adopted a multi-pronged strategy to overcome the challenges, while increasing its profitability.</li><li>The company’s advisory app for farmers called Maars has a big role to play.</li></ul>The Indian agriculture sector is ‘seriously’ threatened by climate change and population explosion, and this calls for a higher level of production, ITC’s chairperson and MD Sanjiv Puri said. With that being said, ITC adopted a multi-pronged strategy to overcome the challenges put forth by the Indian agriculture sector. ITC believes that a strategic focus on value-added crops, its advisory app for farmers <keyword id="14508487" type="General" weightage="20" keywordseo="itc-maars" source="Orion">ITC MAARS</keyword> and climate smart agriculture will drive new vectors to sustain growth and profitability in this area. Notably, ITC’s agri-business sources over 40 lakh tonnes of agri-commodities from 22 Indian states and 20 agri-value chains. It also exports to over 95 countries across the globe. In an annual general meeting held on Wednesday morning, Puri emphasized that agriculture productivity and incomes today are seriously threatened by climate change and depleting natural resources. The rising populations have been making the issue worse as the demand for food is increasing. “ITC is committed to make a meaningful contribution to this new era of agricultural transformation,” Puri added during the AGM. ITC believes that the current situation calls for higher levels of production, building of competitive agri value chains, crop diversification to value-added products and scaling up of food processing to serve emerging consumer needs. <cmsannotation type="cmsannotation" annotationid="ITC’s MAARS app for farmers has a big role to play in it" comment="subhead" text="ITC’s MAARS app for farmers has a big role to play in it">ITC’s MAARS app for farmers has a big role to play in it</cmsannotation> To meet the target, the company will be focusing on accelerating adoption of advanced technologies through ITC MAARS. This will enable ITC to create a new and scalable revenue stream while benefiting farmers, Puri emphasised. ITC launched the MAARS app a few months back to offer artificial intelligence/machine learning (AI/ML)-driven personalised and hyperlocal crop advisories to farmers. It also provides access to quality inputs and market linkages as well as allied services like pre-approved loans. Puri added that the app has the potential to become a “considerable segment” of ITC’s agri-business, and is currently accessible by 40,000 farmers grouped into over 200 Farmers Producer Organizations (FPO) across seven states. “At the core, is your company's endeavour to restructure the backend into a robust network of vibrant FPOs to aggregate farmer effort and enhance efficiencies,” he said. ITC aims to engage and empower 4,000 FPOs, consisting of a crore farmers, over time. Puri emphasised that although nearly half of the country's workforce is dependent on the agriculture sector, it contributes to less than 19% of the country's gross value added (GVA). This reflects the challenges of low productivity, investments and incomes. “The opportunities arising out of India's growth story have also encouraged us to invest in five new manufacturing facilities that will be commissioned in the near term in areas such as agri and food processing, as well as packaging, among others. These assets are deeply aligned to the country's 'Make in India' and 'Digital India' vision as well as to the endeavours to 'Double Farmers' Income',” Puri said. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/stock-market/news/fpi-selling-intensity-abates-in-july-as-global-macros-improve-commodity-prices-cool/articleshow/93003529.cms">FPI selling intensity abates in July, as global macros improve &amp; commodity prices cool</a> <a href="https://www.businessinsider.in/business/corporates/news/wipros-net-profit-drops-12-drop-in-q1-as-recession-fears-grip-its-non-us-clients/articleshow/93006573.cms">Wipro’s net profit drops 12% drop in Q1 as recession fears grip its non-US clients</a> <a href="https://www.businessinsider.in/business/corporates/news/hindustan-unilevers-resurgent-quarter-signals-demand-recovery-later-this-year/articleshow/93004051.cms">Hindustan Unilever’s resurgent quarter signals demand recovery later this year – brokerages bullish</a>

ITC is relying on its advisory app for farmers, valued-added crops to grow its agri-business

Believing farmer producer organisations (FPOs) can transform agriculture, <keyword id="6357073" type="General" weightage="80" keywordseo="itc" source="Orion">ITC</keyword> Chairman <keyword id="1968926" type="General" weightage="80" keywordseo="sanjiv-puri" source="Orion">Sanjiv Puri</keyword> on Friday said there are multiple opportunities in Indian agriculture today to achieve sustainable growth and productivity, given the grit and determination of Indian farmers and a proactive government. Speaking at the CII Agro Tech summit 2022 here, <keyword id="4903" type="General" weightage="100" keywordseo="puri" source="Orion">Puri</keyword>, who is also a Chairman of the agro tech, said agriculture is the lifeline of the economy and roughly half of <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>'s workforce is engaged in this sector. However, its contribution to the gross value added (GVA) is only about 18 per cent with challenges such as low productivity and wastage, which translates to lower farm incomes. On challenges to the agriculture sector and the impact of climate change, Puri said: "Today the sector is faced with a challenge of epic proportions and it's not unique to this sector or to India. Last year many countries experienced events that dramatically reduced crop production. This year is no different, we have challenges in <keyword id="28249" type="General" weightage="50" keywordseo="europe" source="Orion">Europe</keyword>, China and the US and recently in Indonesia. We have a neighbour whose agriculture sector has been devastated." India has its own share of problems -- first with wheat and now with rice. Although there is a great commitment towards net zero by countries and corporates, the reality is that extreme weather events will only multiply as articulated by the IPCC report, he said. Elaborating on the opportunities for agriculture, Puri said by 2050 given the population growth and better consumption patterns, India will need 60 per cent more food. There is also a movement towards healthier and more nutritious food products that give the opportunity for value addition. Agriculture being a provider of bio-diesel which tackles climate change is another opportunity in India, he said. "India has the largest arable land in the world and there is a huge opportunity to multiply and grow our productivity levels. We are self-sufficient today and we also have the distinction of having exported Agri products worth $50 billion but I think we can do much more." On the pathways that Indian agriculture can traverse towards sustainable growth and productivity, Puri said, "There are some important pathways available to us to surmount the challenges. "One is the power of FPOs and the power of aggregation. The government of India has taken very far-sighted steps to promote FPOs with multi-dimensional schemes to support capacity building and value addition. This is the pivot that will transform Indian agriculture." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/edtech-major-byjus-sacks-thousands-and-then-hires-lionel-messi/articleshow/95301630.cms">Edtech major BYJU's sacks thousands, and then hires Lionel Messi</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/samsung-logs-its-best-ever-diwali-sales-to-tune-of-14400-crore-in-sep-oct/articleshow/95302814.cms">Samsung logs its best ever Diwali sales to tune of ₹14,400 crore in Sep-Oct</a>

Farmer producer organisations can transform agriculture: ITC Chairman Sanjiv Puri

<ul><li>For the first time, cigarette business contributed to less than half of ITC’s total sales. </li><li>Since 1996, the non-cigarette business grew 21-fold. </li><li>Tough regulations and tax are posing challenges to the company’s cigarette business. </li></ul>It took over two decades but Indian Tobacco Company or ITC successfully transitioned from selling cigarettes to other businesses like fast moving consumer goods like wheat flour, ready-to-eat foods, shampoos and soaps amongst others. For the first time in its century-long history, cigarette business contributed to less than half of its total sales. For the financial year that ended in March 2019, the cigarettes business accounted for 45.8%, as per<a href="https://brandequity.economictimes.indiatimes.com/news/business-of-brands/how-itc-s-strategy-to-reduce-revenue-dependency-on-cigarettes-worked-in-its-favour/69781151"> an ET report</a>. ITC has since diversified into hotels, agriculture and FMCG. It now has successful brands under its kitty like Ashirwaad, the consumer wheat flour brand, Yippee which is a ready-to-eat snacks brand, Bingo chips and Vivel; apart from incense sticks. Moreover, ITC’s chain of hotels has 90 hotels in India, and is expanding internationally too. Since 1996, the non-cigarette business grew 21-fold, and it is also pushing in money behind it. As much as 80% of capital deployed is flowing into other businesses. Up in Smoke The 109-year-old company which started as Imperial Tobacco Company while the country was still under British rule, shed its reliance exclusively on tobacco 60 years into business. The company had predicted decades back that times will get tough for this business, and moved into other areas. And, its predictions have come true, affecting its flagship business. Tough regulations and taxes in the industry are posing challenges to the company’s cigarette business with over 15 popular brands that include Gold Flake, Navy Cut, Players, Scissors and Capstan. “A punitive and discriminatory taxation and regulatory regime, together with sharp increase in illegal trade in recent years, continue to pose significant operating challenges to the legal cigarette industry in the country,” ITC said in its annual report, released on June 13. The taxation on cigarettes after the implementation of Goods and Services Tax, went up by 20%. Between 2011-12 and 2017-18, the tax on cigarettes has trebled. In fact, cigarettes are the most taxed tobacco item, as it is 55 times higher than other tobacco products, effectively turning smoking, unaffordable.

As cigarette business goes up in smoke, ITC pads itself with candy and curds

New Delhi, Feb 17 () The 15th Finance Commission on Monday decided to set up an eight-member high level expert group headed by ITC chairman Sanjiv Puri to recommend strategies and measures to increase farm productivity and boost exports.The panel will recommend measurable performance incentives for States to encourage agri exports as well as to promote crops to enable high import substitution, the Finance Commission said in a statement. The committee will submit its recommendations within three months for further consideration of the Commission, it said.As per the Terms of Reference, the panel would "assess export and import substitution opportunities for Indian agricultural products (commodities, semi processed and processed) in the changing international trade scenario and suggest ways to step up exports sustainably and reduce import dependence."It will also recommend strategies and measures to increase farm productivity, enable higher value addition, ensure waste reduction, strengthen logistics infrastructure etc. related to Indian agriculture, to improve the sector's global competitiveness.The panel is expected to identify the impediments for private sector investments along the agricultural value chain and suggest policy measures and reforms that would help attract the required investments.The committee will also suggest appropriate performance-based incentives to the state governments for the period 2021-22 to 2025-26, to accelerate reforms in the agriculture sector as well as implement other policy measures in this regard. Apart from Puri, other members of the committee also included former Agriculture Secretary Radha Singh Nestle India CMD Suresh Narayanan, UPL CEO Jay Shroff and RIS Director General Sachin Chaturvedi. DP MRMR

Finance Commission constitutes expert group on agriculture exports

This budget, the excise duty has been hiked by up to 6 % for cigarettes of all sizes. This wasn't expected at all. Still the shares of ITC Limited are going good because it's still below 10%. 
 
 
<a href="http://www.businessinsider.in/budget/common-man-budget">Cigarette </a>smoking is injurious to health. This statutory warning has taken a toll on the tobacco farmers in India. And this budget the tobacco farmers of the country wants the government not to impose any more taxes on legal cigarettes. 
 
<a href="http://www.businessinsider.in/budget/common-man-budget">ALSO READ: WHAT CAN A COMMON MAN EXPECT THIS BUDGET</a> 
 
While the market is decreasing every other day as far as consumption is concerned, the Indian tobacco exports are also sluggish and this has resulted in 22 % decline in returns to farmers. 
 There are 96,865 registered tobacco farmers and many more that are not registered in India. Around 0.25% of India's cultivated land is used for tobacco production. Since the independence, the Indian government has supported growth in the tobacco industry. India has seven tobacco research centres that are located in Jeelugumilli, Andhra Pradesh, Kandukuru, Andhra Pradesh, <keyword id="52887" type="CITY" weightage="20" keywordseo="Guntur">Guntur</keyword>, Andhra Pradesh, Kalavacherla, Andhra Pradesh, Hunsur, Karnataka., Vedasandur, <keyword id="20154" type="ORGANIZATION" weightage="20" keywordseo="tamil-nadu">Tamil Nadu</keyword>, Dinhata, <a href="http://www.businessinsider.in/budget/common-man-budget">West Bengal</a> and <a href="http://www.businessinsider.in/budget/common-man-budget">Rajamundry </a>houses the core research institute. The government has set up <keyword id="162734" type="ORGANIZATION" weightage="20" keywordseo="Tobacco-Board">Tobacco Board</keyword>, Guntur. <a href="http://www.businessinsider.in/budget/common-man-budget">ALSO READ: YOU CAN OWN A CAR LIKE THIS</a> 
 Guntur is also well known place for tobacco plantation. The <keyword id="672789" type="ORGANIZATION" weightage="20" keywordseo="Central-Tobacco-Research-Institute">Central Tobacco Research Institute</keyword> works under the aegis of Indian Council of Agricultural Research. Tobacco crop is cultivated in an area of 0.45 M ha (0.27% of the net cultivated area) producing ~ 750 M kg of tobacco leaf. India is the 2nd largest producer and exporter (in quantity terms) after China and <keyword id="6355226" type="COUNTRY" weightage="20" keywordseo="Brazil">Brazil</keyword>, respectively. 
 Ahead of the Budget 2017, the <keyword id="3404445" type="UNKNOWN" weightage="20" keywordseo="federation-of-all-india-farmer-associations">Federation of All India Farmer Associations</keyword> (<keyword id="3164346" type="UNKNOWN" weightage="20" keywordseo="FAIFA">FAIFA</keyword>) wants to bring stability in farm prices of the crop. 
 The non-profit organisation representing farmers across the states, including Andhra Pradesh, Telangana, Karnataka and <keyword id="6354766" type="COMPANY" weightage="20" keywordseo="Gujarat">Gujarat</keyword>, appealed to <a href="http://www.businessinsider.in/budget/common-man-budget">Finance Minister </a><keyword id="143010" type="PERSON" weightage="20" keywordseo="Arun-Jaitely">Arun Jaitely</keyword>, to avoid “the <a href="http://www.businessinsider.in/budget/common-man-budget">onslaught</a> of heavy taxation on legal cigarette industry” and help bring stability in farm prices of tobacco. 
 “We are very disturbed because of the declining off-take from domestic manufacturers … Regulatory overreach has created panic and strain on the FCV tobacco farmers in the country,” FAIFA General Secretary <keyword id="1407736" type="PERSON" weightage="20" keywordseo="Murali-Babu">Murali Babu</keyword> said in a statement. 
 
“Excessive increase in the excise duties on<a href="http://www.businessinsider.in/budget/common-man-budget"> tobacco products</a>, cumulative increase of 118 per cent since 2012/13, leading to 22 per cent” has led to shrinkage in the legal cigarette volumes, FAIFA said. 
 (Image: <keyword id="76338" type="CITY" weightage="20" keywordseo="Reuters">Reuters</keyword>))

Excise duty in cigarette hiked. Tobacco farmers in india are struggling to make ends meet

<ul><li>In a bid to reduce the carbon footprint linked to animal farming, the mock meat category is gaining popularity in India, where 70% of the population is non-vegetarian.</li><li>As per trading firm Nirmal Bang’s report, India’s meat substitute market is estimated to be around ₹300 crore and ₹3500 crores in 3 years.</li><li>Climate change warriors are rooting for this category but nutritionists caution against it.</li></ul><keyword id="152806" type="General" weightage="20" keywordseo="butter-chicken" source="Orion">Butter chicken</keyword>, <keyword id="2174876" type="General" weightage="20" keywordseo="keema-pav" source="Orion">keema pav</keyword>, <keyword id="14426459" type="General" weightage="20" keywordseo="anda-burji" source="Orion">anda burji</keyword> but without anda or chicken and mutton, served as vegetarian items on a platter? It may sound like an anomaly but it’s now a reality, thanks to start-ups and even FMCG players. Apart from companies like GoodDots, Imagine Meats, Shaka Harry, Blue Tribe and Vegan Meri Jaan – FMCG major ITC too has launched products which offer ready-to-eat or ready-to-cook alternatives. The latest entrant is coffee company coffee brand Continental’s Greenbird. It offers chicken-like nuggets, seekh kebab, sausage and mutton-like keema. “Given the growing awareness of holistic wellness, sustainable living and widespread consumer acceptance in this area, India has the potential to emerge as one of the largest markets for plant-based products,” Praveen Jaipuriar, CEO, CCL Products told Business Insider India. Mock meat brands claim to mimic the taste and texture as mutton, chicken or fish but are made of soya bean, jackfruit, beans and wheat gluten. As per retail broking firm Nirmal Bang’s <a href="https://indiaobservers.com/indias-plant-based-meat-market-likely-to-touch-500-million-in-three-years/">report</a>, India’s meat substitute market is estimated to be around ₹300 crore and expected to touch ₹3500 crore per annum, in three years. <div type="image" title="087A5944" msid="92810518" hostid="261" caption="&amp;lt;p&amp;gt;Greenbird&amp;lt;/p&amp;gt;"></div> Tier II, III markets take a bigger bite Most plant-based companies are targeting meat-eaters, flexitarians who follow a vegetarian diet but occasionally eat meat, and former non-vegetarians who have quit meat to protect animals. According to the Food<a href="https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=India%20Emerges%20as%20a%20Burgeoning%20Market%20for%20Plant-based%20Meat%20Substitutes_Mumbai_India_05-03-2021.pdf"> and Agriculture Organization</a>, Indians consume soybeans, jackfruit, dairy, and pulses for protein. And <a href="https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=India%20Emerges%20as%20a%20Burgeoning%20Market%20for%20Plant-based%20Meat%20Substitutes_Mumbai_India_05-03-2021.pdf">almost </a>70% of Indians are non-vegetarian. <div type="image" title="087A5954" msid="92810570" hostid="261" caption="&amp;lt;p&amp;gt;Greenbird&amp;lt;/p&amp;gt;"></div> One of the oldest players in the market, GoodDot had run a nationwide mass-media <a href="https://www.businessinsider.in/advertising/brands/news/plant-based-meat-brand-gooddot-launches-a-campaign-featuring-neeraj-chopra-to-promote-the-message-of-doing-good/articleshow/89450919.cms">campaign </a>with Olympic champion Neeraj Chopra earlier this year who promoted <a href="https://www.businessinsider.in/advertising/brands/news/plant-based-meat-brand-gooddot-launches-a-campaign-featuring-neeraj-chopra-to-promote-the-message-of-doing-good/articleshow/89450919.cms">plant</a>-based meat over real meat. When GoodDot started in 2017, consumers had a lot of apprehensions but its founder Abhishek Sinha says that they are seeing good demand for their Unmutton Keema Kit, UnMutton Dhaba curry and biryani packs, in smaller towns and metros alike. “We believe that just like <keyword id="113418" type="General" weightage="20" keywordseo="paneer" source="Orion">paneer</keyword> became a constant feature in the menus of restaurants and hotels 25-30 years back, plant-based meat will be an integral part of restaurant menus in the next 3-4 years,” Sinha told Business Insider India. What’s on the sticker? Price is one of the biggest challenges in the mock meat market, just like most others in the ready-to-eat category. In some cases, they are priced higher than meat. ITC’s chicken burger patty of 550 grams is priced at ₹260, whereas its plant-based burger of 330 grams comes at ₹630. <table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Plant-based Product </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Quantity (Grams) </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Price (₹) </td></tr><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Blue Tribe </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chicken nuggets </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">250 </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">295 </td></tr><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ITC </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chicken nuggets </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">250 </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">475 </td></tr><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Shakka Harry </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chicken nuggets </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">250 </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">249 </td></tr><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Imagine Meats </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chicken nuggets </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">500 </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">575 </td></tr><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">GoodDot </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chicken chunks </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">400 </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">299 </td></tr><tr><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Greenbird </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chicken nuggets </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">260 </td><td style="border-left:solid #000000 0.99609pt;border-right:solid #000000 0.99609pt;border-bottom:solid #000000 0.99609pt;border-top:solid #000000 0.99609pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">295 </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> While home-grown brands have been able to bring the price down, their plant-based products are still 10 times more expensive than meat. So, to further make a dent in the Indian <a href="https://www.statista.com/outlook/cmo/food/meat/india">meat </a>industry, mock meat brands will have to reduce the price gap. “Comparing the price of plant-based meat to that of traditional meat and vegetarian options, is somewhat more expensive, and there are not many manufacturers in India. But despite being a new category and a niche segment, it has enormous potential,” said Jaipuriar. GoodDot has been able to get an edge here. “The price range of our products is between ₹95 to ₹379. In terms of per kg cost, some of our products are more affordable than meat whereas some others are at par with meat,” said Sinha. However, now that <a href="https://www.businessinsider.in/finance/news/pre-packed-meats-curds-paneer-and-puffed-rice-will-now-attract-gst/articleshow/92533389.cms" data-type="tilCustomLink">a new tax</a> has been levied onto labelled meats, it might help reduce the gap between the two food categories. “Meat is an expensive product and is not a very frequent buy for many consumers. With the increasing cost of fodder and taxing of meat with GST, meat would become even more expensive. Plant-based meat products have been levied GST of 18 % since inception, so their prices have already factored in GST costs,” said Sinha. Processed meat is like eating 4 bhaturas It’s always a good idea to shift to a more humane approach, but is mock meat a healthier option? Jaipuriar claims that plant-based meats are more nutritious as they lack saturated fat and are high on fiber, antioxidants, vitamins, and minerals. Nutritionists feel otherwise. “There’s nothing healthy about plant-based meat. The maximum it can offer you is a look-alike, taste indulgence but minimum nutrition. It's hyper-processed, which means nutrition comes to an end, so it becomes very toxic. For the sake of saving a life, you're just putting your life at risk because you're consuming toxic chemicals and it’s not recommended,” Amit Srivastava, founder of nutraceutical community platform Nutrify Today told Business Insider India. To improve their nutritional profile, brands will have to up their budget and add in more amino acids, vitamins, minerals or medium-chain triglycerides. If they do that, their costs will shoot through the roof, and brands are already under stress to reduce prices. According to Srivastava, the technology has not succeeded from a nutrition point-of-view. Some of them may even <a href="https://www.healthline.com/nutrition/is-plant-based-meat-healthy#downsides">contain </a>extra sodium, saturated fats, preservatives, refined oils, modified cornstarch and added sugar. To convert a plant based source into something that simulates the taste of meats, it would need to add a lot of fat. Since most exist as fine powders, they are assimilated in no time and provide an instant amino acid release into the bloodstream. All in all, this ‘instant’ release might make people gain weight. According to Srivastava, those who consume plant-based meat for more than three months, will gain weight. “With real meat, it's the opposite effect. You tend to lose weight because the body has to burn a lot of energy to digest meat and protein-based mock meat is stored into the fat cells. If you eat four bhaturas, your body will have a very tough time going forward trying to take so much oil. It has the same impact with processed meat,” said Srivastava.

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