FROM TRADITION TO TREND: EXPLORING THE VEGAN SHIFT IN INDIAN FOOD CULTURE

India’s rich tradition of plant-based eating, rooted in religious beliefs, Ayurvedic principles, and cultural norms, has long shaped its food identity. However, the emergence of veganism as a conscious lifestyle marks a significant shift from inherited vegetarianism to intentional dietary choices driven by health, ethics, and environmental awareness. This paper explores the transition “From Tradition to Trend,” analysing how veganism is evolving within India’s food culture. Using statistical data across four dimensions—historical dietary patterns, urban versus rural adoption, market growth, and generational preferences—the study reveals that while traditional vegetarianism laid the foundation, modern veganism differs in scope, intent, and impact. Urbanization and digital connectivity have accelerated the rise of conscious veganism, especially among Gen Z and Millennials, who are motivated by climate action, fitness, and ethical consumption. The vegan food market in India has grown exponentially, with dairy alternatives, mock meats, and supplements driving innovation and retail strategies. Despite this momentum, challenges persist: affordability, accessibility, cultural resistance, and policy gaps hinder widespread adoption, particularly in rural areas and among older generations. The paper concludes that veganism in India is not a rejection of tradition but a reimagining of it. As consumer behaviour shifts and market dynamics evolve, India stands poised to lead a culturally rooted yet globally relevant plant-based movement. Addressing structural barriers and fostering inclusive policies will be key to sustaining this transformation and embedding veganism into the broader narrative of sustainable living.