In contemporary urban India, consumption has transcended its basic role of fulfilling essential h... more In contemporary urban India, consumption has transcended its basic role of fulfilling essential human needs. It has evolved into a marker of status, fuelled by the drive for social stratification and conspicuous consumption. In the context of food, meat is increasingly perceived as a luxury item, symbolising affluence. This shift in cultural norms has given rise to upscale meat stores in major Indian cities, where the types of meat available signify varying levels of prestige.
The rising trend of meat consumption in India has also made it one of the world's most rapidly expanding markets for meat. Urban consumers are not only eating more meat but also developing a taste for unconventional varieties in a culture that appears insatiable for the novel and diverse. Given the ecological and ethical ramifications of increased levels of meat consumption, the need to encourage more sustainable diets in the world's most populous country is paramount.
In this opinion piece, I explore how ‘Voluntary Simplicity’ (VS) may help encourage sustainable eating in India. VS is a conscious choice made by individuals to scale back their material consumption. Studies, primarily among Western consumers, have indicated that heightened awareness of the social and environmental repercussions of their consumption choices can lead to outcomes like reducing food waste, supporting local producers, and selectively purchasing from preferred brands and companies.
Although the subject is relatively under explored in the Indian context, it appears there is some encouraging evidence for the potential for VS given long-standing Brahmin practices of simplicity and the concept of ‘ahimsa,’ which continue to make vegetarianism a popular dietary choice. On the other hand, a rising number of young, urban Indians are increasingly distancing themselves from traditional notions of simplicity and frugality as they look for ways to assert their identity and uniqueness. In this evolving landscape, vegetarianism is also deemed to be utilitarian, while meat-based foods represent symbols of modernity and high- class status. In this piece, I delve into the viability and challenges of VS in helping to encourage a reduction in meat consumption in India.
RGS-IBG Annual International Conference 2023, 2023
India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. ... more India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. Factors driving demand for meat include rising income levels, urbanisation and exposure to global eating patterns among the middle classes who can afford to consume meat for nutritional, sensory and symbolic reasons. As dietary choices - meat consumption in particular - has a significant impact on resources, encouraging meat-reduction and a move towards more sustainable forms of protein in one of the world’s most populous countries is a relevant issue for sustainability.
Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices.
Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices. Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
This qualitative study used social practice theory to explore how meat-eating practices are chang... more This qualitative study used social practice theory to explore how meat-eating practices are changing in contemporary urban Australia, drawing on a sample of Sydney residents aged 23–45 years. The research used an iterative study design and an inductive analysis approach. Semi-structured face-to-face in-depth interviews were the main mode of data collection, supplemented by observations in places such as markets and local neighborhoods. Research participants explained that the role of meat in their diet has changed in response to shifting conventions and social infrastructures. They have reduced consumption of red meat in favor of meats considered healthier or more ethical. Key factors driving the change include exposure to alternative eating practices brought about through changes in political policy and the advent of globalization. Changing discourses of masculinity and the move toward embracing more fluid representations of gender have, in turn, changed meanings in relation to the...
India has one of the world’s highest proportions of plant-based consumers relative to its total p... more India has one of the world’s highest proportions of plant-based consumers relative to its total population (Sawe). However, the view that India is a predominantly vegetarian nation is likely inaccurate, as recent findings from the 2014 Indian Census indicate that only three in ten Indians self-identity as vegetarian (Census of India). Other studies similarly estimate the prevalence of vegetarianism to range from about 25% (Mintel Global) to about 40% (Euromonitor International; Statista, “Share”), and many Indians are shifting from strict plant-based diets to more flexible versions of plant-based eating (Food and Agriculture Organization of the United Nations). When it comes to meat eating, poultry is the most widely consumed (USDA Foreign Agricultural Service; Organisation for Economic Co-operation and Development). Some claim that the changing consumer landscape is also eroding traditional taboos associated with beef and buffalo meat consumption (Kala; Bansal), with many tending t...
Meat consumption is on the rise in India. However, most studies on meat consumption have been con... more Meat consumption is on the rise in India. However, most studies on meat consumption have been conducted among Western audiences and there are relatively few insights into meat consumption in emerging markets, especially India, which tends to be stereotyped as a vegetarian nation. The aim of this qualitative study was to explore meat consumption practices among urban Indians aged 23–45 years. The sample comprised mainly Mumbai residents. The research methodology used constructivist grounded theory. Semi-structured face-to-face in-depth interviews was the main mode of data collection and the research used an iterative study design along with an inductive analysis approach. A key finding was that while meat consumption is on the rise, there are social stigmas still associated with it. This has led to discrepancies between consumption behaviours occurring in public (frontstage behaviours) and those carried out in private (backstage behaviours). Using Goffman's theory of self-presentation, the study provides insights into various ways in which backstage meat consumption occurs in collectivist Indian society today. The backstage setting can comprise places outside the home, such as restaurants, and in some instances, segregated ‘safe’ spaces within the home itself. Within these spaces, the study explores how certain consumption taboos are quietly broken while actions are taken to present appropriate frontstage appearances before various audiences. This study contributes to the relatively sparse literature on meat consumption in India while also using Goffman's theory to highlight the discrepancies between public and private consumption behaviours within the collectivist Indian context
In this latest opinion piece, Researcher Network member, Tani Khara, explores the parallels betwe... more In this latest opinion piece, Researcher Network member, Tani Khara, explores the parallels between human experiences of lockdown during the COVID-19 pandemic and the isolation and confinement felt by other sentient beings when they are deprived of their natural ways of living.
Meat consumption is on the rise in India. However, most studies on meat consumption have been con... more Meat consumption is on the rise in India. However, most studies on meat consumption have been conducted among Western audiences and there are relatively few insights into meat consumption in emerging markets, especially India, which tends to be stereotyped as a vegetarian nation. The aim of this qualitative study was to explore meat consumption practices among urban Indians aged 23–45 years. The sample comprised mainly Mumbai residents. The research methodology used constructivist grounded theory. Semi-structured face-to-face in-depth interviews was the main mode of data collection and the research used an iterative study design along with an inductive analysis approach. A key finding was that while meat consumption is on the rise, there are social stigmas still associated with it. This has led to discrepancies between consumption behaviours occurring in public (frontstage behaviours) and those carried out in private (backstage behaviours). Using Goffman's theory of self-presentation, the study provides insights into various ways in which backstage meat consumption occurs in collectivist Indian society today. The backstage setting can comprise places outside the home, such as restaurants, and in some instances, segregated ‘safe’ spaces within the home itself. Within these spaces, the study explores how certain consumption taboos are quietly broken while actions are taken to present appropriate frontstage appearances before various audiences. This study contributes to the relatively sparse literature on meat consumption in India while also using Goffman's theory to highlight the discrepancies between public and private consumption behaviours within the collectivist Indian context
From a global perspective, while many Western nations are increasingly adopting plant-based diets... more From a global perspective, while many Western nations are increasingly adopting plant-based diets, the growth in meat consumption is predicted to mainly come from emerging markets like India. With these points in mind, the purpose of this study was to explore contemporary eating practices in urban India and to understand how social structures, cultures, and traditions influence these practices. The findings indicate that the key reasons why many are transitioning away from plant-based diets are the rise of new and diverse meat-based foods in urban India, emerging tastes for meat-based cuisines, and meat becoming to be viewed as a status symbol. These factors are further elaborated upon in this article. Article: http://journal.media-culture.org.au/index.php/mcjournal/article/view/1509
Many people around the world are choosing to eat only 'humane' meat, against a backdrop of rising... more Many people around the world are choosing to eat only 'humane' meat, against a backdrop of rising awareness of animal cruelty like the torturous and heart-breaking footage broadcast on '60 Minutes' last month which showed dehydrated, distressed and dying sheep lying in their own excrement. But here's why eating only 'humane' meat is still not good enough.
India has a reputation as a vegetarian nation, and Indians certainly consume far less meat than t... more India has a reputation as a vegetarian nation, and Indians certainly consume far less meat than the global average. However, the view of India as a predominantly vegetarian nation may not be quite accurate. Studies show that vegetarianism in India is really only practiced by a minority, with figures ranging from approximately 25% to 40% of the population. Furthermore, factors like rising rates of urbanisation, increasing disposable incomes and cross-cultural influences are also contributing factors that are slowly changing the food habits of a nation. Read more here: https://theconversation.com/the-myth-of-a-vegetarian-india-102768
In contemporary urban India, consumption has transcended its basic role of fulfilling essential h... more In contemporary urban India, consumption has transcended its basic role of fulfilling essential human needs. It has evolved into a marker of status, fuelled by the drive for social stratification and conspicuous consumption. In the context of food, meat is increasingly perceived as a luxury item, symbolising affluence. This shift in cultural norms has given rise to upscale meat stores in major Indian cities, where the types of meat available signify varying levels of prestige.
The rising trend of meat consumption in India has also made it one of the world's most rapidly expanding markets for meat. Urban consumers are not only eating more meat but also developing a taste for unconventional varieties in a culture that appears insatiable for the novel and diverse. Given the ecological and ethical ramifications of increased levels of meat consumption, the need to encourage more sustainable diets in the world's most populous country is paramount.
In this opinion piece, I explore how ‘Voluntary Simplicity’ (VS) may help encourage sustainable eating in India. VS is a conscious choice made by individuals to scale back their material consumption. Studies, primarily among Western consumers, have indicated that heightened awareness of the social and environmental repercussions of their consumption choices can lead to outcomes like reducing food waste, supporting local producers, and selectively purchasing from preferred brands and companies.
Although the subject is relatively under explored in the Indian context, it appears there is some encouraging evidence for the potential for VS given long-standing Brahmin practices of simplicity and the concept of ‘ahimsa,’ which continue to make vegetarianism a popular dietary choice. On the other hand, a rising number of young, urban Indians are increasingly distancing themselves from traditional notions of simplicity and frugality as they look for ways to assert their identity and uniqueness. In this evolving landscape, vegetarianism is also deemed to be utilitarian, while meat-based foods represent symbols of modernity and high- class status. In this piece, I delve into the viability and challenges of VS in helping to encourage a reduction in meat consumption in India.
RGS-IBG Annual International Conference 2023, 2023
India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. ... more India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. Factors driving demand for meat include rising income levels, urbanisation and exposure to global eating patterns among the middle classes who can afford to consume meat for nutritional, sensory and symbolic reasons. As dietary choices - meat consumption in particular - has a significant impact on resources, encouraging meat-reduction and a move towards more sustainable forms of protein in one of the world’s most populous countries is a relevant issue for sustainability.
Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices.
Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices. Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
This qualitative study used social practice theory to explore how meat-eating practices are chang... more This qualitative study used social practice theory to explore how meat-eating practices are changing in contemporary urban Australia, drawing on a sample of Sydney residents aged 23–45 years. The research used an iterative study design and an inductive analysis approach. Semi-structured face-to-face in-depth interviews were the main mode of data collection, supplemented by observations in places such as markets and local neighborhoods. Research participants explained that the role of meat in their diet has changed in response to shifting conventions and social infrastructures. They have reduced consumption of red meat in favor of meats considered healthier or more ethical. Key factors driving the change include exposure to alternative eating practices brought about through changes in political policy and the advent of globalization. Changing discourses of masculinity and the move toward embracing more fluid representations of gender have, in turn, changed meanings in relation to the...
India has one of the world’s highest proportions of plant-based consumers relative to its total p... more India has one of the world’s highest proportions of plant-based consumers relative to its total population (Sawe). However, the view that India is a predominantly vegetarian nation is likely inaccurate, as recent findings from the 2014 Indian Census indicate that only three in ten Indians self-identity as vegetarian (Census of India). Other studies similarly estimate the prevalence of vegetarianism to range from about 25% (Mintel Global) to about 40% (Euromonitor International; Statista, “Share”), and many Indians are shifting from strict plant-based diets to more flexible versions of plant-based eating (Food and Agriculture Organization of the United Nations). When it comes to meat eating, poultry is the most widely consumed (USDA Foreign Agricultural Service; Organisation for Economic Co-operation and Development). Some claim that the changing consumer landscape is also eroding traditional taboos associated with beef and buffalo meat consumption (Kala; Bansal), with many tending t...
Meat consumption is on the rise in India. However, most studies on meat consumption have been con... more Meat consumption is on the rise in India. However, most studies on meat consumption have been conducted among Western audiences and there are relatively few insights into meat consumption in emerging markets, especially India, which tends to be stereotyped as a vegetarian nation. The aim of this qualitative study was to explore meat consumption practices among urban Indians aged 23–45 years. The sample comprised mainly Mumbai residents. The research methodology used constructivist grounded theory. Semi-structured face-to-face in-depth interviews was the main mode of data collection and the research used an iterative study design along with an inductive analysis approach. A key finding was that while meat consumption is on the rise, there are social stigmas still associated with it. This has led to discrepancies between consumption behaviours occurring in public (frontstage behaviours) and those carried out in private (backstage behaviours). Using Goffman's theory of self-presentation, the study provides insights into various ways in which backstage meat consumption occurs in collectivist Indian society today. The backstage setting can comprise places outside the home, such as restaurants, and in some instances, segregated ‘safe’ spaces within the home itself. Within these spaces, the study explores how certain consumption taboos are quietly broken while actions are taken to present appropriate frontstage appearances before various audiences. This study contributes to the relatively sparse literature on meat consumption in India while also using Goffman's theory to highlight the discrepancies between public and private consumption behaviours within the collectivist Indian context
In this latest opinion piece, Researcher Network member, Tani Khara, explores the parallels betwe... more In this latest opinion piece, Researcher Network member, Tani Khara, explores the parallels between human experiences of lockdown during the COVID-19 pandemic and the isolation and confinement felt by other sentient beings when they are deprived of their natural ways of living.
Meat consumption is on the rise in India. However, most studies on meat consumption have been con... more Meat consumption is on the rise in India. However, most studies on meat consumption have been conducted among Western audiences and there are relatively few insights into meat consumption in emerging markets, especially India, which tends to be stereotyped as a vegetarian nation. The aim of this qualitative study was to explore meat consumption practices among urban Indians aged 23–45 years. The sample comprised mainly Mumbai residents. The research methodology used constructivist grounded theory. Semi-structured face-to-face in-depth interviews was the main mode of data collection and the research used an iterative study design along with an inductive analysis approach. A key finding was that while meat consumption is on the rise, there are social stigmas still associated with it. This has led to discrepancies between consumption behaviours occurring in public (frontstage behaviours) and those carried out in private (backstage behaviours). Using Goffman's theory of self-presentation, the study provides insights into various ways in which backstage meat consumption occurs in collectivist Indian society today. The backstage setting can comprise places outside the home, such as restaurants, and in some instances, segregated ‘safe’ spaces within the home itself. Within these spaces, the study explores how certain consumption taboos are quietly broken while actions are taken to present appropriate frontstage appearances before various audiences. This study contributes to the relatively sparse literature on meat consumption in India while also using Goffman's theory to highlight the discrepancies between public and private consumption behaviours within the collectivist Indian context
From a global perspective, while many Western nations are increasingly adopting plant-based diets... more From a global perspective, while many Western nations are increasingly adopting plant-based diets, the growth in meat consumption is predicted to mainly come from emerging markets like India. With these points in mind, the purpose of this study was to explore contemporary eating practices in urban India and to understand how social structures, cultures, and traditions influence these practices. The findings indicate that the key reasons why many are transitioning away from plant-based diets are the rise of new and diverse meat-based foods in urban India, emerging tastes for meat-based cuisines, and meat becoming to be viewed as a status symbol. These factors are further elaborated upon in this article. Article: http://journal.media-culture.org.au/index.php/mcjournal/article/view/1509
Many people around the world are choosing to eat only 'humane' meat, against a backdrop of rising... more Many people around the world are choosing to eat only 'humane' meat, against a backdrop of rising awareness of animal cruelty like the torturous and heart-breaking footage broadcast on '60 Minutes' last month which showed dehydrated, distressed and dying sheep lying in their own excrement. But here's why eating only 'humane' meat is still not good enough.
India has a reputation as a vegetarian nation, and Indians certainly consume far less meat than t... more India has a reputation as a vegetarian nation, and Indians certainly consume far less meat than the global average. However, the view of India as a predominantly vegetarian nation may not be quite accurate. Studies show that vegetarianism in India is really only practiced by a minority, with figures ranging from approximately 25% to 40% of the population. Furthermore, factors like rising rates of urbanisation, increasing disposable incomes and cross-cultural influences are also contributing factors that are slowly changing the food habits of a nation. Read more here: https://theconversation.com/the-myth-of-a-vegetarian-india-102768
India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. ... more India is witnessing a shift from vegetarianism towards diets containing greater amounts of meat. Factors driving demand for meat include rising income levels, urbanisation and exposure to global eating patterns among the middle classes who can afford to consume meat for nutritional, sensory and symbolic reasons. As dietary choices - meat consumption in particular - has a significant impact on resources, encouraging meat-reduction and a move towards more sustainable forms of protein in one of the world’s most populous countries is a relevant issue for sustainability.
Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices.
Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices. Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
Today, in many parts of urban India, consumption has moved beyond its utilitarian function of ser... more Today, in many parts of urban India, consumption has moved beyond its utilitarian function of serving essential human needs. Consumption has become a status symbol, and the pursuit of social classism has encouraged increasing levels of conspicuous consumption. When it comes to food, meat tends to be viewed as a status symbol. Changing cultural practices has encouraged the emergence of high-end meat shops in India’s major urban centres, where different meats symbolise status.
Meat’s association with status, novelty and progress is why meat consumption is rapidly increasing which also makes India one of the world’s fastest growing markets in its consumption of meat. Given the environmental and ethical impacts of meat, encouraging sustainable dietary practices in the world’s most populous country is necessary.
This paper explores how ‘Voluntary Simplicity’ (VS) can help encourage sustainable dietary practices in India. VS is where an individual willingly opts to reduce their material consumption. Research, among mainly Western consumers, has highlighted that awareness of the socio-environmental impacts of their consumption choices has helped encourage practices like minimising food waste, buying local and ‘buycotting’ preferred goods and companies. While this topic remains underresearched in India, there is encouraging evidence for the potential for VS given long-standing Brahmin practices of simplicity and the Buddhist concept of ‘ahimsa’ which continue to make vegetarianism a popular dietary choice. On the other hand, young urban Indians are moving away from perceived traditional values of simplicity and collectivism, and are increasingly looking for ways to assert their identity and uniqueness. Against this changing backdrop, vegetarianism is also considered utilitarian while non-vegetarian foods represent symbols of modernity and high-class status. This paper will go deeper into the potential and challenges of VS when it comes to encouraging transformation among contemporary urban Indian eating practices.
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The rising trend of meat consumption in India has also made it one of the world's most rapidly expanding markets for meat. Urban consumers are not only eating more meat but also developing a taste for unconventional varieties in a culture that appears insatiable for the novel and diverse. Given the ecological and ethical ramifications of increased levels of meat consumption, the need to encourage more sustainable diets in the world's most populous country is paramount.
In this opinion piece, I explore how ‘Voluntary Simplicity’ (VS) may help encourage sustainable eating in India. VS is a conscious choice made by individuals to scale back their material consumption. Studies, primarily among Western consumers, have indicated that heightened awareness of the social and environmental repercussions of their consumption choices can lead to outcomes like reducing food waste, supporting local producers, and selectively purchasing from preferred brands and companies.
Although the subject is relatively under explored in the Indian context, it appears there is some encouraging evidence for the potential for VS given long-standing Brahmin practices of simplicity and the concept of ‘ahimsa,’ which continue to make vegetarianism a popular dietary choice. On the other hand, a rising number of young, urban Indians are increasingly distancing themselves from traditional notions of simplicity and frugality as they look for ways to assert their identity and uniqueness. In this evolving landscape, vegetarianism is also deemed to be utilitarian, while meat-based foods represent symbols of modernity and high- class status. In this piece, I delve into the viability and challenges of VS in helping to encourage a reduction in meat consumption in India.
Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices.
Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices.
Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
Article: http://journal.media-culture.org.au/index.php/mcjournal/article/view/1509
The rising trend of meat consumption in India has also made it one of the world's most rapidly expanding markets for meat. Urban consumers are not only eating more meat but also developing a taste for unconventional varieties in a culture that appears insatiable for the novel and diverse. Given the ecological and ethical ramifications of increased levels of meat consumption, the need to encourage more sustainable diets in the world's most populous country is paramount.
In this opinion piece, I explore how ‘Voluntary Simplicity’ (VS) may help encourage sustainable eating in India. VS is a conscious choice made by individuals to scale back their material consumption. Studies, primarily among Western consumers, have indicated that heightened awareness of the social and environmental repercussions of their consumption choices can lead to outcomes like reducing food waste, supporting local producers, and selectively purchasing from preferred brands and companies.
Although the subject is relatively under explored in the Indian context, it appears there is some encouraging evidence for the potential for VS given long-standing Brahmin practices of simplicity and the concept of ‘ahimsa,’ which continue to make vegetarianism a popular dietary choice. On the other hand, a rising number of young, urban Indians are increasingly distancing themselves from traditional notions of simplicity and frugality as they look for ways to assert their identity and uniqueness. In this evolving landscape, vegetarianism is also deemed to be utilitarian, while meat-based foods represent symbols of modernity and high- class status. In this piece, I delve into the viability and challenges of VS in helping to encourage a reduction in meat consumption in India.
Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices.
Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices.
Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
Article: http://journal.media-culture.org.au/index.php/mcjournal/article/view/1509
Although studies on meat consumption in India is limited, cultural and religious influences shape how meat is perceived. Majority (80%) of Indians identify as Hindu and a significant minority (13%) identify as Muslims. The two groups have their own peculiarities relating to meat and cultural practices.
Our qualitative study explored attitudes, among Hindu and Muslim consumers, towards plant-based meat. There were some common likes and dislikes noted, along with some key religious and cultural differences. Overall, the concept of plant-based meat was welcomed amidst India’s rapidly changing urban food culture which seeks experimentation with new ideas, concepts and trends. On the other, food neophobia was a barrier. There was also skepticism towards the artificiality of plant-based meats, and concerns as to how this might fit with traditional Indian eating and cooking practices.
Some Hindu respondents viewed plant-based meat as a viable option on religious fasting days. In this regard, plant-based meat was also viewed as a guilt-free way to consume meat. However, among Muslims, meat and meat-eating were deemed a key part of their identity as minorities in Hindu India. Thus, several respondents were not in favour of plant-based meat and what it represented for the Muslim identity in India. These findings, along with the key differences across India’s prominent religious groups, are discussed further in this working paper.
Meat’s association with status, novelty and progress is why meat consumption is rapidly increasing which also makes India one of the world’s fastest growing markets in its consumption of meat. Given the environmental and ethical impacts of meat, encouraging sustainable dietary practices in the world’s most populous country is necessary.
This paper explores how ‘Voluntary Simplicity’ (VS) can help encourage sustainable dietary practices in India. VS is where an individual willingly opts to reduce their material consumption. Research, among mainly Western consumers, has highlighted that awareness of the socio-environmental impacts of their consumption choices has helped encourage practices like minimising food waste, buying local and ‘buycotting’ preferred goods and companies.
While this topic remains underresearched in India, there is encouraging evidence for the potential for VS given long-standing Brahmin practices of simplicity and the Buddhist concept of ‘ahimsa’ which continue to make vegetarianism a popular dietary choice. On the other hand, young urban Indians are moving away from perceived traditional values of simplicity and collectivism, and are increasingly looking for ways to assert their identity and uniqueness. Against this changing backdrop, vegetarianism is also considered utilitarian while non-vegetarian foods represent symbols of modernity and high-class status.
This paper will go deeper into the potential and challenges of VS when it comes to encouraging transformation among contemporary urban Indian eating practices.