In conversation with Chirag Kenia, Founder of Urban Platter, we delve into Urban’s Platter’s range of products, R&D, Go-To-Market Strategy, and their current take on the healthy foods segment in India.
Question- What inspired the founding of Urban Platter, and how has the company’s mission evolved since its inception in 2015?
Urban Platter was founded with a clear vision to make gourmet, health-focused, and global ingredients accessible to Indian consumers. Since 2015, our mission has evolved to emphasize transparency, clean-label products, and culinary innovation, ensuring we serve both home cooks and professional kitchens with uncompromising quality.
Question– Urban Platter has a broad portfolio of products. What inspired you to carve out a niche for plant-based products? Can you share the range of your plant-based products?
The shift towards conscious consumption and sustainable food systems inspired our plant-based portfolio. We offer a wide range including vegan cheeses, meat alternatives, plant-based milks, protein powders, nutritional yeast, egg replacers, and functional snacks, all developed with clean, minimal ingredients.
Question- What are your Go-To-Market strategies for plant-based products? Do you classify them in an umbrella term i.e. health, which can cater to the masses or do you have a separate demographic with different strategies?
Our strategy balances broad-based appeal under the health and wellness umbrella while tailoring communication for distinct segments like vegans, fitness-conscious individuals, and flexitarians. We leverage storytelling, influencer marketing, and educational content to bridge product relevance across demographics.
Question- How does Urban Platter stay ahead of market trends and consumer preferences?
We invest in consumer research, follow global food innovation, and engage directly with our customer community. Our agile product development and a robust e-commerce feedback loop allow us to respond quickly and stay relevant.
Question- Do you collaborate with nutritionists or food scientists to formulate your products? If so, how does this collaboration influence your product development?
Yes, we work closely with nutritionists, food technologists, and chefs to ensure our products meet nutritional standards while being functional and enjoyable. These collaborations inform both formulation and positioning, aligning with our clean-label promise.
Question- With a growing consumer base interested in vegan and health-oriented foods, how does Urban Platter educate and engage its customers about the benefits of plant-based eating? Do you have any expansion plans within and outside India in the near future?
We use content, sampling, and influencer-led education to drive awareness about plant-based living. Urban Platter is actively exploring strategic retail expansion across India and select international markets to scale our presence while staying true to our core philosophy.
