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Ghodawat enters plant-based protein space with star soya chunks
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Saturday, 17 January, 2026, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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Ghodawat Consumer Limited (GCL), the FMCG arm of the Sanjay Ghodawat Group, has announced the launch of soya chunks under its STAR brand, marking a strategic foray into India’s rapidly growing plant-based protein and meat substitutes market. The move comes at a time when rising health consciousness, increasing disposable incomes, and the growing adoption of vegetarian, vegan, and flexitarian diets are driving demand for affordable, high-protein food options.
Industry estimates suggest that India’s meat substitutes category is expanding at around 10 per cent CAGR, creating strong opportunities for brands with wide distribution reach and quality-driven offerings. With star soya chunks, GCL aims to cater to a broad consumer base ranging from gym-goers and health-focused millennials to value-conscious families across urban, semi-urban, and rural markets.
The new product strengthens STAR’s staples portfolio and complements GCL’s existing presence in vacuum-fried fruits and vegetables and non-alcoholic beverages. Positioned as a nutritious and economical alternative to meat, the soya chunks align with evolving lifestyle trends focused on health, sustainability, and affordability, while also laying the groundwork for future expansion into protein-rich and functional foods.
Commenting on the launch, Salloni Ghodawat, CEO, Ghodawat Consumer Limited, said the demand for protein is no longer niche and is cutting across age groups, income levels, and geographies. “Soya chunks are affordable, rich in protein, and extremely versatile. With star soya chunks, we are addressing a clear consumer need while staying true to our promise of quality and accessibility,” she said.
Manufactured in FSSAI-approved, ISO-certified facilities using advanced extrusion technology, STAR Soya Chunks are made from defatted soy flour and offer high protein content with a complete amino acid profile. The clean-label product contains no preservatives, additives, or artificial flavouring and is packaged in moisture-resistant, food-grade laminate material to ensure freshness and safety.
To drive market penetration, GCL is leveraging a multi-channel strategy covering modern trade, general trade, e-commerce, quick-commerce, and the HoReCa segment, supported by digital-first marketing campaigns and influencer-led promotions.
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