The Plant-Based Foods Industry Association (PBFIA) is organizing a plant-based Navratri campaign titled “Switch to Plant-Based Foods – Navratri Se Shubharambh” from 26th September to 5th October 2022. 

Navratri is an auspicious beginning, and many people stop eating non-vegetarian foods or try to detox their bodies during this period. As consumers become more aware of the impact of their dietary habits, including ethical, health, and environmental concerns, why not take an extra step – make a "Shubharambh" on their journey toward plant-based foods. Where they can enjoy all the benefits such as taste, texture, protein, and all other nutrients without any guilt.

Sanjay Sethi, executive director, PBFIA, said, “Navratri is all about the triumph of good over evil. PBFIA and its members are acting as a force for the good, and taking plant-based foods to every household through food tasting events, meets ups and institutional tie-ups. I invite everyone to embrace ‘Navratri se Shubharambh’, and make an auspicious start to their plant-based journey.”

The campaign is a physical and digital awareness program, through which they aim to reach two million people. With participation from multiple institutes primarily involved in food technology, hotel management, nutrition, and agriculture courses, for on-ground activities like symposiums, expert talks, chef competitions, and the formation of plant-based clubs. This will increase the understanding of the immense potential of the plant-based foods sector while encouraging young, bright minds to innovate, research, and get invested in this expanding industry. In addition, on September 28th, all institutes are welcome to participate in a webinar to raise awareness about plant-based foods and to celebrate and share information about the exciting ProVeg Food Innovation Challenge APAC 2022.

Prashanth Vishwanath, country manager, Veganuary India, said, “We are glad to partner with PBFIA in bringing #PlantBasedNavratri to India. Through this campaign, we will bust the myth that vegan eating is a Western concept by showcasing our lifestyle, culture, and traditional delicacies that are plant-based, season-appropriate, and healthy. Veganuary will show you exciting recipes, brands, tips, and places to enjoy the festivities while being vegan.”

The institutes' approach included the National Institute of Food Technology Entrepreneurship and Management, Thanjavur (NIFTEM-T), Delhi Technological University (DTU), University of Trans-Disciplinary Health Sciences and Technology (TDU), KR Mangalam University, SGT University, Imperial School of Agri-Business (ISAB), Guru Jambeshwar University, CCS Haryana Agriculture University, Institute of Hotel Management-Mumbai, Mount Carmel College-Bangalore, Miranda House and Lady Irwin College. The opening get-together is hosted at a vegan restaurant, People of Tomorrow, New Delhi. The members of the plant-based foods industry like Roquette, Symega, Urban Platter, VeganDukan, Blue Tribe, BVeg, Evo Foods, GoodDot, Guilio Garden, Vezlay, Vecan Foods, Hello Tempayy, Plant made, Born Reborn, Letz Vez, Plantwise, Greenest, Progo Foods, Nihkan, Pro Vega, The Field Grill, Loving Hut Vegan Paradise, Veggie Champ, PlantEgg, ProMeat, Katharos, Meethi Khani, Continental Greenbird (CCL) and other PBFIA members are supporting the campaign by providing tastings and Navratri special offers on their products during this period. This campaign is supported by – World Animal Protection, Vegan First, IMAGES Group, Plant-Based Wellness Foundation, Vegan Super Chef Challenge, Agri-Food Tech Expo Asia 2022, Indian Culinary Forum, and consumers.

People can follow the #PlantBasedNavratri on the PBFIA social media page. And learn about exciting plant-based recipes, pledges to make a successful transition, and the health benefits, environmental impact, ethical concerns, the potential of the industry, and the urgency to move to plant-based foods for a better tomorrow. 

Everyone is welcome to join this campaign by giving plant-based foods a chance and using Navratri as an opportunity to do a “Shubharambh” towards lifestyle changes. PBFIA is organizing this campaign in partnership with Businessworld and Veganuary.