Innovation

The shift in the trend in 2021 is the move toward plant-based substitutes, driven by increased awareness of thoughtful and healthy eating. The ready-to-eat food market is divided into product type, distribution channel, and geography. The market is divided into instant breakfast/cereals, instant soups and snacks, ready dinners, baked goods, and meat products.

However, before settling on a brand, today's consumer is more concerned with taste, flavor, convenience, nutritional content, etc. Because health is more important to today's progressive customers, finding healthful ready-to-eat food becomes more difficult. Leaving aside the industry's complexity, Wakao Foods emerged in 2020, making it much easier for consumers who seek the convenience of ready-to-eat meals, but in a good and nutritional way.

Wakao Foods explores distinctive foods that are enjoyable for guests to eat while being served sustainably. Jackfruit is a locally grown sustainable crop that doesn't require irrigation, pesticides, or herbicides and may be grown with other plants to foster a regenerative ecology.

Inspiration

The changing lifestyle of Indians is responsible for the increase in the ready-to-eat food products market. The hectic lifestyles of professionals and students leave them with little time or energy to prepare nutritious meals. At the same time, the increased use of adulteration and chemicals in food has harmed consumers' health. Artificial preservatives, including benzoates, parabens, BHA, and nitrates, have been linked to various serious health issues, including allergies, hypersensitivity, asthma, neurological damage, and cancer. As a result, consumers are turning to safe, healthy natural, and organic food products. In such situations, ready-to-eat meals seem to be their only choice. Our lives have all changed dramatically as a result of the lockdown. At the same time, some people were still adjusting to their new surroundings. The owner of Wakao Foods then realized that Jackfruit is the world's superfood. Not only is it the most widely available fruit in India. It is readily available and locally sourced. It was even available in his backyard. Wakao knew it was time to bring the Jackfruit to light; its nutritional value is an added benefit. Thus, Covid indirectly led to the inception of Wakao Foods, and December 2020 marked their first sale.

Overall impact

Growing understanding of the connection between eating real meat and animal suffering, its adverse effects on the environment, and consumers' desire to eat healthfully have all contributed to the trend's success.

Although it is believed that this trend will be popular with young people, Sairaj Dhond, founder and CEO of Wakao Foods, argues that it transcends age and geographic boundaries.

Cultured meat, often known as laboratory-made meat, has recently been added to the list of sustainable meat options due to growing awareness of the carbon emissions produced by cattle and ethical issues. Adults in Generation Z and the millennial generation both prefer a plant-based diet.

Consumers in India are now more likely to have access to plant-based meats thanks to modern trade, but they are still unsure whether these products will be found in the frozen food aisles labeled "veg" or "non-veg." Customers are also quickly switching to faux meat substitutes because they are created to taste and feel just like real meat. These are much more advanced than the typical soy nuggets or soy chaap. Consumers now have the choice of making a straightforward switch rather than a sacrifice, thanks to the new generation of plant-based faux meats that look, cook, smell, and sizzle just like meat obtained from animals.

Also, plant-based versions of traditional meat, eggs, and dairy products might be supplemented with otherwise inaccessible nutrients. This is where the discordance begins.

Business benefit

With the onset of the pandemic, the mindset of people has changed. They are moving towards a healthier lifestyle and seeking an alternate source of protein. Wakao foods provide preservative-free ready-to-cook food made from jackfruits which are rich in protein, vitamin C, and carbohydrates and have a similar texture as meat.

Wakao Foods has sold to over 10,000 direct-to-consumer consumers in the last ten months and is only growing. They are currently available in India via various direct-to-consumer web platforms and marketplaces. They've just been on Amazon for a month, yet they've already sold in 24 Indian states. They also through websites and other market sources.

Wakao Foods has a physical presence in Goa and distributors in Chennai, Mumbai, and Pune. They intend to employ at least another 7-10 distributors in various cities around the country during the following three months. Wakao Foods has already exported to Dubai, Norway, and the Netherlands and will soon be shipping to the United States, Canada, and Mexico. They are also finalizing an export agreement with additional ten countries. Wakao Foods has supplied D2B to over 70 hotels and restaurants in India. They offer all eighteen Hilton properties in India, all Ibis properties in India, Burma Burma, restaurants throughout the country, London cabs, and various restaurants and cafés. The brand has savvy clients and pan-India partnerships.

Most of Wakao Food's sales come from major cities such as Mumbai and Delhi. Surprisingly, many buyers from small towns, such as tier two and tier three cities, have expressed interest in and purchased their items. Wakao Foods takes excellent delight in boasting that their goods are now sold in every state in our country, from Jammu and Kashmir to Kanyakumari.

“Expanding via D2C (direct to consumer) is our primary focus as it’s the next big thing in the world. We are seeing many people excited about these new things that are coming up. Meat and plant-based alternatives are just the tip of the iceberg in India and will explode. As far as the export markets are concerned, they are mature markets already. They have been waiting for a product like ours. And it’s just that we have to reach there and give them our product.” Dhond.

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Social and environmental benefit

With a considerable portion of the population re-evaluating what they eat and its effects on the body, health has never been more emphasized than in the past year or two. The popularity of plant-based diets is a growing trend in India, and veganism as a concept has increased since before the pandemic. Due to the rise in popularity of plant-based diets, jackfruit, a long-underrated powerful summer fruit, has suddenly become a popular meat substitute in the nation. In addition to being high in fiber, jackfruit has minimal calories, fat, and carbohydrates, making it a simple and sustainable superfood. Jackfruits provide a variety of health advantages, including a high potassium content, a high fiber content that lowers high blood pressure, increased antioxidant capabilities, and the ability to absorb iron. After learning about these advantages, former criminal lawyer Sairaj decided to start Wakao Foods during the COVID-19 shutdown. The 32-year-old claims that various factors led to the introduction of faux meat items made from jackfruit, including Teriyaki Jack, Butter Jack, BBQ Jack, and Jack Burger Patty. This entire step towards veganism also helps in reducing animal cruelty.

The business believes in promoting indigenous Agri-practices, fair rates for farmers, prioritizing top-quality natural products, and offering them to their clients at the most excellent value. Wakao Foods adheres to the highest safety and environmental standards in its operations. Wakao Foods aspires to continue acquiring alternative foods that benefit both people and the environment. So, every time you buy from them, 1% of the revenue will be donated to local farmers in India who are fighting to feed our country.

Interview

Mr Sairaj Dhond, Founder

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