PBFIA launches Plant-Based Navratri campaign to create awareness

New Delhi

The Plant Based Foods Industry Association (PBFIA) is organizing a Plant-Based Navratri campaign titled “Switch to Plant-Based Foods – Navratri Se Shubharambh” from 26 September to 5 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 towards plant-based foods, where they can enjoy all the benefits such as taste, texture, protein, and all other nutrients without any guilt at all.

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 are taking plant-based foods to every household through food-tasting events, meet-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 as well as digital awareness programme, through which they aim to reach 2mn 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 competition and formation of plant-based clubs.

This will increase the understanding about 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 28, a webinar will be held 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.”

People can follow the #PlantBasedNavratri on PBFIA social media page to know 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. 

PBFIA is organising this campaign in partnership with Businessworld and Veganuary.