Leading Indian plant-based protein label Shaka Harry has announced its expansion into Singapore.
The expansion marks the company’s first foray into the international market. Shaka Harry is set to introduce 15 innovative products at Mustafa Centre Singapore, a four-level retail hub and iconic shopping mall known for its 24-hour market-style shopping experience.
To support the launch in Singapore, Shaka Harry has planned a range of marketing and promotional activities. These include in-store demonstrations, engaging social media campaigns, and collaborations with local food bloggers and influencers. The company also aims to establish partnerships with local restaurants and food service providers to incorporate their products into their menus.
‘A timely and important solution’
“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,” Anand Nagarajan, co-founder of Shaka Harry, said in a statement.
“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,” Nagarajan 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,” said Mohd Saleem of Mohamed Mustafa & Samsuddin. “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.”
Sandeep Devgan, Shaka Harry co-founder says the timing couldn’t be more exciting for the brand. “Collaborating with Mustafa Centre will give us the impetus to propel the Shaka Harry brand in the global marketplace,” Devgan said. “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.”
India’s global expansion
According to Devgan, India’s government, along with APEDA (the Agricultural and Processed Food Products Export Development Authority), is actively promoting the export of plant-based food. “We are excited to be part of this growth story and build momentum,” he said. “India’s plant-based food products are highly regarded overseas due to their ethical values and contributions from foodservice operators and retailers. Building a consumer segment in the food industry necessitates a well-designed product range, deep expertise in taste and flavor, 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.”
Both India and Singapore have emerged as global hotspots for the alternative protein industry, attracting startups and innovations. While much of India’s development is happening with regional brands, Singapore has become a hub for international brands across a range of categories including cultivated meat, where Singapore is currently the only country to approve it for sale and consumption.
A recent survey on Singaporean dietary habits revealed that consumers are excited about the options; 46 percent of respondents expressed a willingness to adopt a plant-based diet due to health concerns, while 39 percent follow a flexitarian diet. The plant-based trend in Singapore has experienced an impressive average compounded growth rate of over 12 percent in the past four years, driven by health consciousness, taste preferences, and dietary restrictions related to religion or ethics. Notably, this trend has garnered an overwhelming 94 percent positive sentiment among consumers in Singapore.