When famous figures like Virat Kohli, Ariana Grande, and former Chief Justice of India D.Y. Chandrachud endorse veganism, their millions of fans take notice, and some adopt the lifestyle as well.

It has a collateral benefit. Veganism is water-friendly. It is particularly important in the context of increasing water stress, which has been spotlighted this World Water Day 2025 today.  

According to PETA India, “Every individual who eats vegan saves up to 4,164 litres of water, nearly 18 kg of grain, and nearly 10 sq m of forested land each day.” Incidentally, veganism as a way of life is spreading so rapidly that scientists have accelerated their research efforts on its efficacy, governments are evaluating its economic impact, and major corporations are lining up to enter the industry, which is growing at a CAGR of 13% annually, according to Fortune Business Insights.

In the context of India, the report Indian Vegan Food Market Report and Forecast 2024-2032 by Research and Markets states that India’s vegan food market will grow at a CAGR of 8.6% between 2024 and 2032, reaching a value of $ 2.851 billion by 2032. The report adds that environmental considerations are also playing a significant role in shaping India’s market outlook. Increasing awareness of the negative impact of animal agriculture on deforestation, greenhouse gas emissions, and water usage is driving individuals to choose vegan food options, contributing to market expansion.

The Plant Based Foods Industry Association (PBFIA) states that producing one kg of beef requires 15,000 to 20,000 litres of water, whereas one kg of lentils requires only 1,300 litres. It adds that a plant-based diet requires less land and water, making it more sustainable for the planet’s limited resources.

Vedansh Goyal of Natturz Bio Kontrol states, “Adopting a vegan diet significantly reduces the water footprint of food by eliminating the inefficient process of animal agriculture.”

In the case of animal agriculture, he says, “Plants like soy, corn, and grains are first grown to feed animals, requiring enormous water and land resources. Producing one kg of beef consumes around 15,000 litres of water—most of which is used for animal feed, drinking water, and processing.”

On the other hand, in the case of direct plant consumption, he adds: “When humans consume plants directly, we bypass this inefficient cycle. One kg of lentils, for example, requires only 1,250 litres of water—almost 90% less than beef. By shifting to plant-based foods, we drastically cut water usage while reducing greenhouse gas emissions and land degradation.”

Sudden Increase in Vegan Numbers

Water availability is also decreasing. Data from the World Resources Institute Aqueduct Water Risk Atlas states that about 25 countries, home to one-quarter of the global population, experience extremely high water stress annually. Additionally, nearly 50% of the world’s population (around 4 billion people) faces highly water-stressed conditions for at least one month each year.

Although veganism has existed for thousands of years, it is remarkable that it has gained widespread attention only in the last 15 years. The rapid rise in the number of people adopting veganism is a compelling topic of research.

Mansi Virmani, Communications Manager at Good Food Institute India, and former plant-based restaurateur says, “Climate consciousness and interest in sustainable consumption have been on the rise, with more and more people looking to change behaviours and consume more climate-friendly foods, particularly plant-based foods. Animal agriculture is extremely resource intensive and is responsible for a third of all global emissions.”

However, the concept of veganism is not new. According to The Vegan Society, based in Birmingham, England, “In dietary terms, it denotes the practice of dispensing with all products derived wholly or partly from animals.” This means vegans avoid dairy products and even clothing made from animal-derived materials.

The term “vegan” was first coined in 1944 by Donald Watson, a well-known animal rights activist. He used the first two and last two letters of “vegetarian” to create the word “vegan” and founded The Vegan Society that same year.

Arun Kumar, a hospitality professional, states, “Veganism is no longer merely about eliminating meat; it’s a celebration of the incredible diversity and creativity that plant-based ingredients can offer. From a chef’s perspective, the possibilities with plant-based cuisine are both boundless and inspiring.”

Health Benefits of a Vegan Lifestyle

This surge can be attributed to increased awareness about food choices, their health impacts, and scientific research consistently highlighting the benefits of plant-based diets in reducing the risk of life-threatening diseases such as cancer, diabetes, and cardiovascular conditions.

Those who have adopted a vegan diet report experiencing higher energy levels, weight loss, improved digestion, clearer skin, and a reduced risk of chronic diseases such as diabetes and certain types of cancer. The most significant benefits have been observed in cardiovascular health.

However, there are challenges to following a vegan diet. The primary concern is nutrient deficiency, particularly Vitamin B12, which many vegans struggle to obtain naturally. As a result, they often rely on supplements, which cannot fully replicate natural sources of nutrition. Another challenge is the limited availability of vegan-friendly restaurants and food options, despite the growing trend.

Business Opportunities

Several companies are capitalising on the vegan market, including One Good, GoodDot, EVO Foods, Ahimsa Vegan Foods, Dhond Group Green Infra, Piperleaf India, Soft Spot Foods, Jus Amazin Food and Beverages, Vezlay Foods and The Hershey Company. According to Fortune Business Insights, the vegan food market is expected to reach $103 billion by 2032, offering tremendous growth potential.

Kumar adds, “Modern diners, particularly younger, socially conscious individuals, are aligning their food choices with sustainability and compassion. The industry is adapting with remarkable enthusiasm. Chefs are innovating with ingredients like jackfruit, lentils, and locally sourced vegetables, crafting dishes that surprise and delight even the most devoted meat enthusiasts. Plant-based alternatives have evolved dramatically, now replicating traditional textures and flavours with impressive accuracy. Beyond innovation, there is an emphasis on hospitality—ensuring vegan guests feel genuinely welcomed and catered to, not as an afterthought.”

Government’s Role

The first-ever regulations for vegan foods were framed in 2022 by the Food Safety and Standards Authority of India (FSSAI), providing a clear definition of vegan food. FSSAI states in its frequently asked questions: “Vegan endorsement is only applicable for products that are not of animal origin (such as milk and milk products, meat and meat products, fish and fish products, poultry and egg products, cheese analogues, and dairy analogues). At no stage of production and processing should ingredients (like honey), additives (like gelatin), flavourings, enzymes, or carriers derived from animals be used.”

In 2021, FSSAI introduced a new logo for vegan products—a green square box with a “V” in the middle, a small plant on top, and the word “vegan” at the bottom. The government has also launched public health initiatives to promote plant-based foods and raise awareness about the environmental impact of food choices. These efforts aim to combat climate change through sustainable dietary habits.

Despite these initiatives, India remains a country with high dairy consumption. The dairy industry is well aware of the challenges posed by the vegan movement and is actively countering it with marketing campaigns promoting dairy products.

Ultimately, individuals have the final say in their dietary choices. However, the debate between vegans, vegetarians, and meat-eaters over which lifestyle is best is set to be one of the most fascinating discussions in the coming decade.