How Bollywood's Brand Ambassadors Are Making The Plant-Based Movement Mainstream In India

10^th March 2021

From partnerships to setting up vegan restaurants, celebrities all over Bollywood have been contributing to bring attention to the plant-based lifestyle in India.

In the most recent one, Padmavat star Deepika Padukone was brought onboard by OZiva Nutrition as a brand ambassador for their plant-based fitness products. OZiva broke the news of signing Padukone on their social media with the hashtag #HarTarahSeBetter. In their video featuring Padukone, she brings into focus “clean, plant-based nutrition” for her fitness.

Although Deepika might not follow a plant-based lifestyle herself, her bold statements do reach out to flexitarians and aspiring vegans.

Another hailed fitness role model and often a controversial figure for vegans, Shilpa Shetty was recently signed as a fitness ambassador with the plant-based nutrition brand Fast&Up. Commenting on the importance of holistic fitness, Shetty stated:

“With this partnership, I am excited to see how our shared goal of getting India fit and healthy the right way. This in turn will bring about a family health revolution which is what our country needs right now.”

Does this mean that Bollywood is finally opening up to plant-based proteins?

Not too long ago, Salman Khan talked about Riteish and Genelia Deshmukh’s upcoming mock meat brand Imagine Meats on the stage of the Bigg Boss season 14 finale last month. The Dabangg star also mentioned that he relished the plant-based meats himself and called it the “best form of protein.”

Needless to say that every ethical vegan’s dream is to see their own version of Joaquin Phoenix in their country.

There are a few mission oriented-vegan celebrities like Ayeshaa Takia and Anushka Manchanda who have made an attempt to make plant-based foods more accessible.

Ayesha Takia was perhaps the first to announce intentions of starting Plant - a vegan restaurant in Mumbai. Takia has been vocal about wildlife conservation and veganism on social media, and her family has been vegan for seven years.

Coming from a background in hotels like Koyla Colaba, which is owned by Takia and her husband Farhan Azmi, the former actress expressed her long-held wish to open a vegan restaurant in an exclusive interview with Vegan First.

Apart from commercially promoting a plant-based lifestyle, some celebrities have also made the switch in their personal diets.

Last year, actor, martial artist and fitness icon Akshay Kumar switched to a plant-based diet and shared some of his favourite nutritious meals.

Around the same time, Malaika Arora Khan also shared that she has gone vegan and posted a video featuring her healthy plant-based lunch.

This movement is not only limited to actors, but has also extended to athletes. The Indian cricket team captain Virat Kohli's switch to plant-based foods was definitely the highlight of 2019 for the Indian plant-based movement. The cricketer shared that an injury during a game was what led him to cut down on animal products.

This growing awareness about the benefits of a plant-based lifestyle has certainly caught the attention of influential names post the pandemic. Their efforts in promoting the same has certainly had an impact on their vast fanbases. Will the movement be fragmented between ethical vegans or dietary ones? Only time will tell. For now, 2021 certainly seems like the year of plant-based alternatives going mainstream in India; there will be no looking back.