Vezlay Foods is one of the leading manufacturers of innovative Ready To Eat (RTE) and Ready to Cook (RTC) plant-based (meat alternative) food products.
The brand started its journey in 2010. While studying and working in Europe, Amit Bajaj, Founder, and Director of Vezlay Foods, came across the concept of vegan and mock meats. Being a vegetarian, he decided to launch this concept in India.
After two years of endless hours of product trials, the brand established its first manufacturing unit in Patparganj Industrial Area in November 2010. “In the early stages, it was not easy to promote plant-based meat alternatives in India. But as the concept of veganism became global, the Indian market too started responding and slowly the acceptance of our products also increased in the market. This was also accelerated as the products were based on the Indian palate and were instantly popular with not just vegan and vegetarian food lovers, but also non-vegetarians,” Bajaj states.
“We also discovered that there were many people who wanted to avoid a non-veg diet but due to the unavailability of any other healthy and tasty protein substitutes, they were unable to switch. Vezlay came to their rescue by replacing non-vegetarian and junk food in many ways,” he adds.
With the help of general trade distribution and modern trade channels, the brand is expanding its business day by day. During the pandemic, it strengthened its operations in Delhi NCR and also increased its presence on popular marketplaces to reach its customers.
“We do a number of ATL and BTL activities from time to time in order to increase the engagement with the consumers,” he asserts. Also, the manufacturing technology and equipment used allow it to have a product with great texture.
In the years to come, the brand plans to double up its efforts to increase its online presence and penetration. Social media and online marketing are the key aspects of future marketing strategies. It is also planning to expand its overseas market.
“We also intend to launch vegan versions of some of our vegetarian products that currently have dairy products in the recipe,” he concludes.