Slurrp Exclusive- Siddharth Ramasubramanian On How The Market Sees New Vegetarian Protein
- Ayandrali Dutta
Updated : April 25, 2022 14:04 IST
Siddharth says Tempeh is the best kept protein secret for consumers looking to make healthy food choices.
Vegetarians in India struggle to find sufficient variety in their daily diets to suit their taste profile and meet the essential protein and vitamins required to meet their nutritional needs. As a result, meals can get monotonous, and consumers are looking for new staples on their main plate. Though several centuries old - tempayy as an ingredient is still very new to Indians. Tempayy is one such plant based high protein ingredient and a new source of balanced nutrition that offers a welcome change for vegetarians and fitness enthusiasts who seek new healthy alternatives and variety to add protein to their meals.
Tempayy (traditionally spelt Tempeh or Tempe) dates back several centuries and is made by a natural culturing and controlled fermentation process that binds soybeans into a cake form. It is packed with protein, fibre and good fats, giving vegetarians, fitness enthusiasts and conscious foodies a delicious, nutritious and healthy, plant-based, protein-rich food. Research has shown benefits for overall health, including muscle gain and weight loss. It is also a great food option for diabetics. Tempeh is the best kept protein secret for consumers looking to make healthy food choices. Dairy-free and gluten-free, it is also low in saturated fats and carbohydrates and good for the gut. Keeping the benefits in mind Siddharth Ramasubramanian who is a well-known nutritionist, founded Hello Tempayy (Vegolution India Pvt Ltd).
Time to give your taste buds a much-needed respite from the traditional vegetarian protein options available. Tempayy, a super bean-based, easy to cook ingredient that can be adapted across cuisines, meal occasions and cooking styles. In a chit with Siddharth let’s understand the Vegetarian protein trend in the market
How do you see India embracing the trend of plant-based protein?
Hello Tempayy products address the glaring protein gap among vegetarians and fitness enthusiasts in India. India has the largest vegetarian population in the world that is looking to add variety to their diet while increasing their protein intake.
We also price our products to be in range with good quality paneer which has enabled easier adoption.
We also have created easy-to-cook marinated Tempayy cubes which add a dimension of convenience which is critical for a generation of consumers that have far less time to cook.
So, we view the growth in awareness around protein and adoption of tasty products that deliver it without preservatives or additives to be a major shift not a momentary trend.
What are the few things that you have kept in mind while designing your products?
Tempayy (traditionally spelt Tempeh or Tempe) dates back several centuries and is made by a natural culturing and controlled fermentation process that binds soybeans into a cake form. It is packed with protein, fibre, and good fats, giving vegetarians, fitness enthusiasts and conscious foodies a delicious, nutritious, and versatile, plant-based, protein-rich food.
Versatility – Can be used across different cuisines and different meal moments from breakfast, to meals, to a snack and even dessert and in forms such as cubes, mince and mash Whether you make a mash with it for your vada pav cutlets, mince it to make delicious bhurji for breakfast, a ghee roast Mangalore-style, or cube it up to add to your stir-fries or makhni gravy - the options are immense. You can even use tempeh to add it to your daily smoothies.
Ease of Use and price point - marinated flavours to enable short cooking time. Tempayy absorbs flavours unlike paneer or tofu. Make it a healthy staple in Indian kitchens by pricing it at par with other sources of protein. Hello Tempayy is priced between ₹ 145 and ₹ 165 for 200 gm. Packs.
Protein - picked an ingredient that offers more protein than any other natural vegetarian or vegan product that is clean label
Availability: We are a d2c brand and our customers can buy their choice of Hello Tempayy products in Mumbai, Bengaluru, Hyderabad, Chennai and Mysuru on www.hellotempayy.com , and e-commerce platforms including Amazon, Big Basket, Urban Platter, and select retail chain stores
What forecast for Vegolution do you see?
We see ourselves as the next healthy staple in the Indian kitchen. Whether you are a mom looking to cook healthy for the family, a fitness enthusiast looking to increase your protein intake through food or a vegetarian just looking for more tasty food options - Tempayy belongs in your fridge.
It’s a journey that has kicked off well and we are currently available in Mumbai ( our latest launch city), Chennai, Hyderabad, Bengaluru and Mysuru and we look forward to taking the product range pan India over the next few years.
What are some ingredients that has been used in the product?
It’s a simple product with only three main ingredients. Soyabeans, Water, Fermentation Culture.
The composition of Hello Tempayy is non-GMO soybeans, water and a fermentation starter culture. And this three-ingredient miracle food is packed with iron, dietary fibre, vitamins and most importantly, protein. Plus, it’s good for the gut. It’s a clean label product that offers power packed nutrition.
For all our marinated versions we use spices and condiments that are available in your kitchen.
What has been your hot selling product?
Natural Tempayy Cubes and Peri Peri Tempayy Cubes