Contrary to the popular misconception, 71 percent of India’s 1.3 billion people self-identify as non-vegetarian (census-level Sample Registration Survey, 2014), with over 60 percent eating meat at least occasionally. Respondents cited income rather than religious strictures as the major impediment to eating meat more frequently. This seems intuitive seeing as income growth in low- and middle- income countries have traditionally been linked to a dietary transition towards a higher consumption of meat, fruits, and vegetables, relative to that of cereals. Indian per capita meat consumption is still growing as per the Food and Agriculture Organisation of the United Nations’ (FAO) ‘Mapping of Supply and Demand for Animal-Source Foods’ 2011 report, the demand for poultry meat in India is projected to increase 850…



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