Innovation

Abhishek Sinha mentioned that the inception of Gooddot traced back to 2003, during his final year of engineering when he encountered research in the Netherlands regarding tissue culture-based meat. This revelation sparked the idea that it was feasible to enjoy meat without causing harm to animals, although it involved a different technology known as cell-based meat. While he monitored this field as a consumer, he noticed no significant movement towards introducing such products in the Indian market over time.

Upon discussing the potential of bringing this technology to India with co-founder Deepak Pariyar, who resided there, and considering the technical backgrounds of his sister and wife, along with the expertise of Harish Joshi in spices, a team of six to eight people was assembled. Feeling compelled to take action after a decade since the initial idea, Abhishek, who was serving in the Indian Revenue Service after clearing civil services, decided to dedicate his efforts to this project in 2013. It took them three years to develop the first prototype.

The company was established in 2016, marking its first commercial rollout in 2017. Reflecting on nearly six years in the market, Gooddot has emerged as the largest plant-based meat company in India and has intentions to expand globally in the future.

Inspiration

According to Abhishek Sinha, the primary motivation behind Gooddot was centered around reducing animal cruelty. He mentioned that he stopped consuming meat in 2013, marking nearly a decade since he last ate it. During his meat-eating days, taste primarily drove his decision to consume it.

Abhishek highlighted that in India, and possibly elsewhere, the decision to give up meat isn't typically driven solely by environmental concerns. He emphasized that habits tend to prevail over the environmental factor in purchasing behavior. Factors such as taste, price, and nutrition play a more significant role in consumer choices.

He explained that Gooddot's focus has consistently been on creating a tasty and affordable product, with plant protein's inherent environmentally sustainable nature being an added advantage. The company did not set out to develop a product solely based on sustainability claims, as the average consumer might not be willing to pay specifically for sustainability.

Abhishek mentioned that their aim is for consumers to enjoy the product based on its merits. Any positive externalities, like the absence of animal harm and environmental benefits, are intended to reinforce consumer satisfaction rather than being the primary criteria for purchase.

He emphasized that this approach is an ongoing process for them, constituting their strongest strategy (mode), with intentions to further deepen this commitment.

Overall impact

The company has a relatively small footprint in Udaipur and Asia. Their primary presence spans across India, notably through a distribution partner named RCM. RCM operates approximately 10,000 outlets across India. Their significant presence extends to the southern, eastern, and northeastern regions of India, encompassing states such as Kerala, Telangana, Bihar, Bengal, Jharkhand, Odisha, Nagaland, and Manipur, which are known for heavy meat consumption.

"We have established availability throughout India, both in physical stores and through online platforms such as our own website and Amazon marketplaces. Additionally, we've expanded our reach by exporting to countries like Australia, Dubai, and Canada. Moreover, we supply protein to companies shipping products to the U.S. market, despite being based in Udaipur, as our primary market lies outside Rajasthan", shared Abhishek.

It was highlighted that the livestock industry significantly contributes to deforestation. The transition to promoting plant-based proteins is essential in reducing this impact. Plant-based protein production requires much less intense agricultural practices compared to animal protein. For instance, producing a chicken from soy protein requires at least nine times more food than direct soy protein consumption. Furthermore, the resource intensity escalates with mutton or beef production. Therefore, opting for plant-based alternatives diminishes the need for intensive deforestation practices associated with the animal industry, thereby presenting a more environmentally friendly approach. As part of the marketing move, GoodDot partnered with Olympic champion Neeraj Chopra in 2022 and launched a campaign titled ‘Do Good’, to encourage people to do good by choosing plant-based meat.

Business benefit

Primarily referring to India, it's affirmed that people generally won't give up consuming meat solely due to environmental concerns. Such factors might influence habits but won't significantly impact purchasing behaviour. The primary determinants for individuals remain taste, price, and nutrition when considering meat consumption.

The focus of Gooddot has consistently been on creating a tasty and affordable product. Due to the inherent nature of plant protein's environmental sustainability, this aspect naturally integrates into the larger product picture. The company's approach was not to specifically design a product as sustainability-driven, recognizing that the average consumer might not be willing to pay extra solely for sustainability claims.

Gooddot has expanded its market and is continuously diversifying.

The intention is for consumers to derive satisfaction from the product itself, not merely from its sustainability aspects. Positive externalities, such as the absence of animal harm and environmental benefits, are intended to enhance consumer satisfaction. This approach reinforces behaviour rather than the primary criterion influencing purchasing decisions.

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Social and environmental benefit

It is suggested that the reduction in consumption of animal protein directly impacts global air, water, and soil pollution. This phenomenon has led to a significant global movement emphasizing the importance of reducing animal protein consumption due to its detrimental effects on environmental pollution.

"We are employing locally and paying them well. We have upskilled many manual labourers and brought them into the organised sector, providing them with social security. We are creating employment in smaller cities that also stop migration. In our spices factory, we have a large number of female employees, and we pay our workers well", says Abhishek.

Surprisingly, in Germany, the Environment Ministry's official functions have refrained from serving meat for many years now. This decision reflects their acknowledgement that animal protein isn't environmentally sustainable, akin to tobacco, which has faced bans in various dissenting places.

Moreover, numerous cities in the Netherlands have prohibited advertising for dairy and meat products as they perceive these negatively affecting the environment. This highlights the direct contribution of plant-based alternatives towards enhancing environmental sustainability.

The company has also received many acknowledgements and awards, such as mentions in Forbes magazine, The Economic Times, The Drum, etc.

Interview

Abhishek Sinha, Co-founder and CEO

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