Move marks the company’s entry into the plant-based protein segment amid rising demand for meat substitutes
Ghodawat Consumer or (GCL), the FMCG arm of the Sanjay Ghodawat Group, has added soya chunks to its Star brand portfolio, marking its entry into the plant-based protein category.
The move comes amid rising demand for meat substitutes in India, driven by higher health awareness and the growing adoption of vegetarian and flexitarian diets. Industry estimates place the segment’s growth at around 10 per cent annually.
The company said the product is positioned as an affordable source of dietary protein for household consumption across urban and non-urban markets, especially in tier 2 and 3 markets where awareness of plant-based nutrition is increasing.
“We are seeing a fundamental shift in how Indian families think about nutrition. The demand for protein is no longer niche; it cuts across millennials, professionals and value-conscious families,” said Salloni Ghodawat, chief executive officer of Ghodawat Consumer. “Soya chunks are affordable, rich in protein and versatile, making them well-suited to Indian kitchens.”
Soya chunks under the STAR brand will be sold through the company’s existing distribution network, covering general trade, modern trade and online channels.
According to the company statement, the Star soya chunks are manufactured at FSSAI-approved, ISO-certified facilities using extrusion technology to convert defatted soy flour into textured vegetable protein. According to the company, the product contains no preservatives, additives or artificial flavouring and is packed in food-grade, moisture-resistant laminate material.
The addition strengthens GCL’s focus on health-oriented food categories and complements its recent expansion into adjacent segments such as vacuum-fried fruit and vegetable snacks and non-alcoholic beverages.
GCL’s move expands Star beyond its core staples range and aligns with the company’s broader push into food categories linked to health and nutrition.
