Shaka Harry, the renowned plant protein company and India’s industry leader, is thrilled to announce its expansion into Singapore, marking a significant milestone in its ambitious growth plan. This move represents Shaka Harry’s first venture into international markets, and the company is excited to bring its success to Singapore. Mustafa Centre Singapore, a well-known four-level retail hub and iconic shopping mall, will be the platform for Shaka Harry to introduce 15 cutting-edge products. With its unique 24-hour market-style shopping experience and extensive range of offerings, Mustafa Centre is the perfect partner for Shaka Harry’s debut in the international market. This expansion reflects Shaka Harry’s dedication to providing innovative plant protein solutions and reaching a broader audience on a global scale.
Singapore has emerged as a thriving global hub for the alternative protein industry, attracting startups from all corners of the world to develop and introduce animal-free alternatives to traditional meat products. A recent survey conducted on Singaporean dietary habits uncovered fascinating insights. It revealed that an impressive 46 percent of respondents expressed a willingness to embrace a plant-based diet, primarily driven by concerns over general health.
Additionally, 39 percent of respondents identified as flexitarians, demonstrating a growing inclination towards reducing meat consumption. The plant-based trend in Singapore has experienced extraordinary growth, with an average compounded growth rate of over 12 percent in the past four years. This surge can be attributed to factors such as heightened health-consciousness, evolving taste preferences, and the adherence to dietary restrictions rooted in religious or ethical beliefs. Notably, this plant-based movement has garnered an overwhelming 94 percent positive sentiment among consumers in Singapore, solidifying its significance and influence in the region.
According to Anand Nagarajan, Co-Founder of Shaka Harry, “Expanding our business to Singapore, a country globally recognized for its commitment to promoting plant-based diets and addressing public health, environmental, and ethical issues, holds significant importance for Shaka Harry. We are delighted to bring our products to discerning consumers in a country that shares our dedication to promoting plant-based diets and creating a more sustainable and compassionate food system. We are confident that our products will appeal to the growing number of individuals embracing flexitarian diets and seeking healthy, delicious, and environmentally friendly food options.”
Mohd Saleem of Mohamed Mustafa & Samsuddin Co Pte Ltd, said, “Mustafa Shopping Centre Singapore is proud to announce the launch of Shaka Harry, a plant protein company backed by the legendary cricketer MS Dhoni. Shaka Harry’s innovative approach to sustainable and ethical protein production is a timely and important solution to address the challenges faced by our planet. We are excited to offer our customers access to Shaka Harry’s delicious and nutritious plant-based products, and we believe that this partnership will help create a brighter and more sustainable future for all.”
Shaka Harry’s launch in Singapore will be accompanied by an array of marketing and promotional initiatives. These efforts encompass in-store demonstrations, captivating social media campaigns, and partnerships with local food bloggers and influencers. Additionally, the company aims to forge collaborations with nearby restaurants and food service providers, allowing its products to be featured on their menus.
Sandeep Devgan, Co-Founder of Shaka Harry, stated, “The timing couldn’t be more exciting for us to launch Shaka Harry in a progressive international market like Singapore. Collaborating with Mustafa Centre will give us the impetus to propel the Shaka Harry brand in the global marketplace. Already established as the best-performing brand in online stores where we have a presence, we are now poised to launch our exclusive range of 15 products in Singapore alongside Mustafa. Food is a pivotal area where sustainability can make significant strides, and Singapore is at the forefront of adopting cultivated meat and plant-based diets worldwide.”
Devgan further added, “The Government of India, along with APEDA, is actively promoting the export of plant-based food. We are excited to be part of this growth story and build momentum. India’s plant-based food products are highly regarded overseas due to their ethical values and contributions from food service operators and retailers. Building a consumer segment in the food industry necessitates a well-designed product range, deep expertise in taste and flavour, and a consistent customer experience. Our dedicated team at Shaka Harry is committed to creating the best plant-based food products in terms of taste and quality.”
As the demand for vegan food products continues to surge in developed nations, the export potential of plant-based food products in international markets is vast, thanks to their exceptional nutritional value. These vegan food items have gained global appeal as a desirable alternative, owing to their abundance of fiber, reduced cholesterol levels, and associated health advantages. Recognizing this opportunity, the Indian government is actively endorsing the export of plant-based meat products categorized as vegan food. This support is facilitated through the Agricultural and Processed Food Products Export Authority (APEDA), which serves as the apex export promotion body for such products.
Shaka Harry is a renowned brand in the plant protein market, operating under the umbrella of Liberate Foods Pvt. Ltd. It was established by a group of successful entrepreneurs who have a proven track record of scaling businesses in both India and the global market. The Co-Founders, including Anand Nagarajan, Sandeep Devgan, Hemalatha Srinivasan, Ruth Renita, and Anoop Haridasan, bring together a team of specialist leaders with extensive expertise in the food industry. Their collective knowledge and experience contribute to Shaka Harry’s standing as a leading player in the plant protein sector.
Shaka Harry is a rapidly expanding brand in the plant-based meat industry, known for its diverse selection of meal and snack products tailored to the Indian cuisine and taste preferences. Their product range encompasses a variety of snackable items, meal accompaniments, and convenient ready-to-eat options. Setting themselves apart, Shaka Harry benefits from exclusive access to proprietary taste and flavor solutions, giving their products a unique edge in the market. Additionally, they have forged a strategic partnership with Chef Manu Chandra, one of India’s renowned Chefs, further enhancing their competitive advantage.
Shaka Harry strives to democratize plant-based protein and make it accessible to every Indian household. The brand’s products are specially crafted to be free from trans-fat and cholesterol, providing a healthier alternative for consumers. By prioritizing health and wellness, Shaka Harry aims to contribute to the well-being of individuals while promoting a sustainable and mindful approach to nutrition.