NEW DELHI: Veganuary, the global movement that inspires and supports people to try vegan living, is fast becoming more than just a January challenge in India—it is evolving into a broader lifestyle shift rooted in health, sustainability and conscious consumption.
Every January, millions across the world experiment with a plant-based diet, driven by concerns around personal well-being, environmental impact and animal welfare. In India, where vegetarianism has long been culturally embedded, Veganuary has found fertile ground. Since its launch in the country in 2022, over 300,000 people have taken the Veganuary pledge, signalling a growing openness to vegan choices beyond traditional dietary practices.
This shift is being actively shaped by brands, food retailers and workplaces, all responding to a rising class of urban consumers who see veganism not as a restriction, but as a mindful lifestyle. The food service industry, in particular, has embraced the movement, with 174 brands participating in the campaign last year alone. With conscious consumerism gaining momentum, companies are introducing new vegan products, curated menus and special offers that make plant-based eating more accessible and aspirational.
Leading brands supporting the Veganuary 2026 campaign include Hilton Hotels, Nature’s Basket, Super You, Yoga Bar, TBH (To Be Honest), Only Earth and Chinita Real Mexican Food. Nature’s Basket, India’s leading speciality food retailer, hosted a vegan cook-along workshop at its flagship store in Bengaluru, reflecting how veganism is increasingly being positioned as a skill, an experience and a community-driven practice rather than a niche diet.
Hilton Hotels has partnered with plant-based meat brand Good Dot to launch a Veganuary special menu across its properties nationwide, signalling how mainstream hospitality players are integrating vegan choices into everyday dining rather than relegating them to special requests.
For many Indian brands, veganism aligns naturally with evolving food philosophies. Saloni Ghodawat, CEO of Ghodawat Consumer Ltd., says TBH (To Be Honest) has been vegan at its core, reflecting changing consumer preferences. “Through our participation in Veganuary, we are encouraging people to explore vegan food that is flavour-led, accessible and easy to integrate into everyday diets—supporting healthier choices and a more sustainable future,” she says.
January 2026 is seeing an influx of vegan products in India and globally, ranging from alternatives to meat, dairy and eggs to indulgent desserts and snacks. Indian brands, in particular, are focusing on millet-based and locally sourced products that feel culturally familiar, easing the transition for consumers curious about plant-based living.
“Veganuary does a great job of creating awareness around plant-based food,” says Shivam Ghat, CEO of The Brooklyn Creamery. “At The Brooklyn Creamery, we are happy to be part of that conversation with a plant-based range that has been widely loved by our vegan and plant-forward consumers—without losing the joy of indulgence.”
Beyond food brands and retail shelves, the vegan lifestyle is also entering workplaces. Companies and organisations are using Veganuary to promote employee health and well-being through plant-based meals, awareness sessions and wellness initiatives, framing vegan eating as part of a holistic approach to productivity and mental health.
Navya Gugnani, President, Rotary Club of EARTH, says the month offers a moment of reflection. “Veganuary month is a time to reflect on how our everyday choices shape the planet and our health. Through food, we are reminded that compassion, sustainability and well-being can thrive together. One conscious choice at the table can create a lasting impact for our planet and the way we care for it.”
As vegan products move from speciality aisles to everyday menus, Veganuary in India is no longer just about giving up animal products for a month. It is increasingly about adopting a lifestyle that blends ethical choices, modern nutrition and environmental responsibility—one meal at a time.