Hello Tempayy’s products address the protein gap among vegetarians and fitness enthusiasts
Second Production Facility to open in Pune Maharashtra by May 2022
Aims to be in 10 cities in India in the next 12 months
Mumbai Vegolution India Pvt. Ltd., a Bengaluru-based food start-up launches Hello Tempayy in Mumbai as it completes its first year of operations. For the first time in Mumbai, consumers will have access to the new and versatile ingredient, tempeh, in a range of ready-to-cook formats that are nutritious, wholesome and 100% vegetarian. Made from non-GMO soybeans, Hello Tempayy offers easy-to-cook products that can be adapted across cuisines, meal occasions and cooking styles. It offers a welcome change for vegetarians and fitness enthusiasts who seek new, healthy alternatives and variety to add protein to their meals. Hello Tempayy products are clean-label made with no preservatives or additives.
Mumbai is the largest consumer market in India, making it the perfect market to launch Hello Tempayy, after Bengaluru, Hyderabad, Chennai and Mysuru in its first year of operations. The product, available in six flavours, would be accessible on www.hellotempayy.com, Big Basket, Amazon Fresh, Urban Platter and Nature’s Basket followed by other modern and general trade stores, cloud kitchens and restaurants by the end of 2022.
Hello Tempayy also announced that all their products for the western region will be manufactured in a new facility in Pune, Maharashtra expected to reach a production capacity of 24 tonnes of tempayy by late 2022. Currently the manufacturing facility in Bengaluru, Karnataka services all the markets in the southern region.
Hello Tempayy, is currently available in six variants: Natural, Spicy Peri Peri, Simply Sriracha, Peppery Szechuan Chilli, Roasted Chettinad and Spiced Tawa Masala. Package size and cost: Hello Tempayy is priced between Rs. 145 and Rs. 165 for a 200 gm. pack.
Siddharth Ramasubramanian, Founder & CEO, Vegolution India Pvt. Ltd. said, “Mumbai is the largest consumer market in India with a large vegetarian population that is keen to discover new and contemporary products that fit their lifestyle. Mumbai’s unique blend of tradition and modernity makes it an exciting market for the launch of Hello Tempayy. Moreover, the city’s love for good food as well as fitness, makes the launch of a protein-rich ready-to-cook brand like Hello Tempayy both ideally suited and much needed.”
Vegolution India Pvt. Ltd. is funded by Siddharth Ramasubramanian and Los Angeles-based Rajit Malhotra, a seasoned food-tech, health & wellness investor and entrepreneur, and former McKinsey Managing Partner, along with several strategic investors who are leaders in FMCG, Hospitality and Private Equity. Hello Tempayy launched on D2C channels exclusively via hellotempayy.com and select e-commerce partners. After establishing a firm foothold in Bangalore, the company launched in Hyderabad followed by Chennai. Now the focus is on judiciously expanding into new markets and scaling up physical retail distribution in current and new markets. Additionally, the company has developed products specifically to cater to the HORECA market. With the aspiration of taking India from protein-gap to protein-positive, Vegolution aims for Hello Tempayy to roll out across B2C and B2B channels in 10 cities over the next 12 months, as well as establish a pan India presence over a period of three years.
The Market for Tempeh
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. Vegolution is actively working with a network of chefs, nutritionists, fitness coaches and home-chefs to demonstrate the ease of use and versatility of tempeh to customers. Vegolution aims to associate with sporting and other government institutions to provide tempeh as an affordable ingredient to enhance nutrition.
According to the Union Government’s Baseline Survey (2014), approximately 70% of the Indian population is non-vegetarian. However, annual per capita meat consumption in India is among the lowest in the world – at under 5 kgs – as compared with the West, which ranges from 75 to 90 kgs. This is because a majority of Indians who are non-vegetarians consume meat a few times a week or month. The number of vegetarian meal occasions far surpass those that offer non-vegetarian food.
Paneer and dals are the go-to food for vegetarians looking to increase their protein intake. Paneer is estimated to be a $9 billion market in India (Edelweiss Dairy Report, 2017). In the absence of other healthy options that are versatile and tasty, Hello Tempayy products are well suited to capture a share of this very large market. With growing awareness about healthy eating, protein requirement and clean-label products, aspiring Indian middle-class households (income of over Rs. 1 lakh/ month, over 30 million households, with an average of 4-5 members each) are seeking new products and options.
Data from the Indian Dietetic Association (IDA), 2018 indicates that at least 84% of Indians are protein deficient, which leads to associated health conditions. Through this new age offering, Hello Tempayy offers the perfect mix of great taste, versatility, and balanced nutrition to break the monotony of vegetarian protein options on the main plate. Numerous other reports over the years also highlight that Indian vegetarians have poor levels of Vitamin B-12 and more than 50% of the women in India are iron deficient. Rounding out its nutrition profile, Hello Tempayy products are fortified with Vitamin B-12 and iron, making them a one-of-their-kind superfood. With great flavour absorption, a hearty texture, and a mild nutty flavour, this is the perfect ingredient to add variety to daily diets. It is easy to cook and can be seamlessly incorporated into a variety of cuisines, making it perfect for curries, stir-fries, kebabs, rolls and so much more.
What is Tempayy?
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 one of the best-kept protein secrets 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.
About Vegolution India Pvt. Ltd. The brainchild of Siddharth Ramasubramanian, a global hospitality leader with extensive experience in hospitality and food service and Los Angeles-based Rajit Malhotra, a seasoned food, health and wellness investor and entrepreneur, Vegolution India Pvt. Ltd. is a Bengaluru-based food venture offering a tasty and nutritious new plant protein. Vegolution has launched Hello Tempayy, a super bean-based, easy to cook food that can be adapted across cuisines, meal occasions, and cooking styles.
Armed with in-depth primary research, Vegolution garnered insights into consumer needs, wants and behaviour. Many vegetarians in India struggle to find sufficient variety in their daily diet that fits their taste profile as well as provides the essential protein and vitamins required to meet their nutritional needs. As a result, meals get monotonous. Vegetarian consumers are constantly on the search for new alternatives on the main plate. Based in Bengaluru, Vegolution is self-funded by the founders, along with a diverse group of strategic individual investors who are leaders in FMCG, Hospitality and Private Equity.
This article was shared with Prittle Prattle News as a Press Release.