Among all the reminders we get every day, the most consistent one is hunger. Right from the moment you wake up to the midnight cravings, hunger is your body’s way of sending the message, ‘Need food asap’! So you either make your way to the kitchen or reach out to the food delivery app on your smartphone and dedicate yourself to your favourite food.

Protein plays a crucial role in satisfying your appetite and inducing the feeling of fullness. When you consume sufficient protein, your body’s capability to produce the hormones responsible for inducing the feeling of satiety increases.

Furthermore, lack of fibre in your food can also cause you to feel hungry post-meal. Eating high-fibre food lets your stomach take its time to digest the food which in turn reduces the urge to eat.

Enter Tempeh! Tempeh is a superfood that packs enough protein, vitamins, minerals and other nutrients that make it a complete dietary package. Hello Tempayy – a plant-based protein-rich offering that is made by fermenting non-GMO (genetically modified) soybeans.

Siddharth Ramasubramaniam, Founder & CEO of Hello Tempay had a detailed interaction with Globalspa where he reveals his startup journey and shares about Hello Tempayy products known for breaking the monotony of food choices for vegetarians and bridging the protein gap for Indian consumers.

1.) When and how did you realize that there is a glaring nutrition gap in the vegetarian diet?

Ans: I grew up in a vegetarian household and I’ve been eating predominantly vegetarian food most of my life. I have always felt that for vegetarians in India and in other parts of the world – food was like a consolation prize when it came to going out to restaurants or eating out because menus got repetitive and there was a serious shortage of options and choices. Adding to that is the Nutrition gap, especially protein, which is a limiting factor. Data from the Indian Dietetic Association (IDA) in 2018 indicates that at least 84% of Indians are protein deficient, which leads to associated health conditions while a considerable 80 percent remain unaware of their daily protein requirements. In a country where the majority of meal moments are vegetarian, the traditional Indian diet offers very little variety when it comes to protein options. Consumers are now feeling the gap and beginning to look for options.

So Tempayy was born out of a journey of discovery. I, along with my wife, were on the lookout for new ingredients that would enhance our vegetarian meals, and have a strong foundation, both in taste and health. Growing up eating home cooked food, like most Indians, we didn’t want to eat boring healthy food. We had our A-HA moment when we found Tempayy on one of our visits to the Netherlands, and discovered its fabulous versatility.

At Hello Tempayy, we developed a clear understanding of the consumer gap in India, after 18 months of market research and product development. Pure vegetarians and predominantly vegetarians make up the majority of the Indian consumer base. Their awareness around getting more healthy protein into their daily diet is growing exponentially while their food choices remain very limited. The quick and robust adoption of our tempeh products, within our first year and a half, has validated the existence of this large gap.

2.) What makes hello tempayy a one-of-a-kind superfood?

Tempayy (traditionally spelt Tempeh or Tempe) dates back several centuries and is made by a natural culturing and controlled fermentation process that binds soybeans into a cake form. It is packed with protein, fibre and good fats, giving vegetarians, fitness enthusiasts and conscious foodies a delicious, nutritious and healthy, plant-based, protein-rich food.

Research has shown benefits for overall health, including muscle gain and weight loss. It is also a great food option for diabetics. Tempeh is the best kept protein secret for consumers looking to make healthy food choices. Dairy-free and gluten-free, it is also low in saturated fats and carbohydrates and good for the gut.

Hello Tempayy products are a wholesome and 100% protein-rich food made by fermenting the best quality non-GMO soybeans. Our range of ready to cook foods offers the much-needed respite to vegetarians from the traditional vegetarian protein options such as paneer and dal. Indian consumers have always been very savvy when it comes to introducing new foods into their diet.

We decided to introduce Tempayy to India for two fundamental reasons, firstly, it has great flavor absorption qualities (unlike paneer or tofu where the spices and flavouring or even curries coat the surface of the ingredient; with tempayy – the flavours and masalas permeate into the ingredient resulting in a heartier and more flavourful dish) making it adaptable to different cooking styles. Secondly, it is so versatile to cook as it can be used as cubes, mince or mash to prepare the foods Indians love to eat at home.

Three main ingredients: Non-GMO soyabeans, Water and Culture

19g of protein per 100g of complete protein

Low in saturated fat / Zero Cholesterol / No Trans fat

Low Carb / High Fibre

Fortified with Iron and B-12

Gut-friendly

Fun and easy to cook

3.) How has your journey been so far with Hello Tempayy?

Ans: Hello Tempayy is a conscious food venture that addresses the glaring nutrition gap in the Indian vegetarian diet. It has garnered key insights into consumers’ needs, wants and behaviour after conducting in-depth primary research. The company is founded by me and Los Angeles-based Rajit Malhotra, a seasoned food, health and wellness investor and entrepreneur.

We started our journey in India by keenly studying the food habits of the modern Indian consumer in their home, at restaurants and at social gatherings. We launched Hello Tempayy in March 2021 and have grown from one city to eight cities in just 18 months.

Hello Tempayy, is currently available in six variants: Natural, Spicy Peri Peri, Simply Sriracha, Peppery Szechuan Chilli, Roasted Chettinad and Spiced Tawa Masala and is priced between Rs. 145 and Rs. 165 for 200 gm. Packs. Customers can buy their choice of Hello Tempayy products on hellotempayy.com and select e-commerce platforms like Amazon, Big Basket and in over 250 select stores across Bengaluru, Chennai, Coimbatore, Kochi, Mumbai and Hyderabad. We have also just launched in D2C format and with e-commerce platforms in Delhi and Gurugram. These bold flavours reveal new yet adaptable tastes to the modern Indian palate.

We were in constant dialogue with nutritionists during the development of the product. They validated the gap in the market and encouraged us to address not just the protein gap but also the Vitamin B12 and iron deficiency in India. All Hello Tempayy products are naturally fortified with both B12 and iron to make it a wholesome nutrition powerhouse.

4.) To what extent has the Indian consumer been able to embrace the plant-protein diet or the global trend of mock meat?

Ans: Globally, there is not much debate anymore and it has been ascertained that a diet which mostly includes the right plant-based foods leads to better long-term health and a more sustainable environment. I would like to repeat that not all plant based foods are “healthy”. If they are highly processed or have preservatives or additives then they do not fit the bill for us.

With the world’s largest population of vegetarians, the opportunity is enormous and largely untapped. Plant based proteins may not contain the complete amino acid profile needed to be considered a complete protein or a good quality protein. Hence most plant-based proteins have to be paired with other plant sources to give it a complete nutrition profile e.g. cereals and pulses are combined to make it a better quality protein. Soya proteins are made from soya beans, so they are concentrated sources of protein.

Tempeh is a vegetarian ingredient that has the potential to be a healthy and versatile staple in the Indian kitchen. The early indicators are very positive as consumers are buying our products as part of their weekly/monthly grocery basket. It is priced at par with good quality paneer and that is an important aspect of encouraging trial and adoption. We are not mock meat but a new vegetarian food that breaks the monotony of the same old choices for protein. Unlike plant-based meats that have limited applications and are priced at a premium, Tempeh opens up endless possibilities in the Indian kitchen for daily use.

5.) Post-pandemic people have become very conscious about their diet and nutrition. How do you plan to cater to the requirements of your conscious customer?

Ans: We launched Hello Tempayy based on the following insights. Firstly, people who mostly consume vegetarian foods face an inherent nutrition deficit and are constantly trying to overcome it. Secondly, more and more consumers are becoming nutritionally informed and conscious of the food they eat. Thirdly, for a food product to become popular, it needs to taste delicious and be easy to use in the Indian kitchen offering sufficient versatility.

We believe that people are increasingly becoming more conscious of what they eat and what ingredients they offer their family members and how easily it can be adapted to suit their nutritional and culinary needs. In a country that is largely vegetarian – our consumers are constantly looking for change and the option presents itself in the form of tempayy.

While our journey has just begun, search data on google and e-commerce platforms, for tempeh and Hello Tempayy, has seen a meteoric rise as people actively discover this one- of-a-kind food. To meet our retail, e-commerce and HORECA demand, we are currently producing over 10 tons of tempeh a month between our two factories in Bengaluru and Pune and will double that production capacity by December 2022.

Not only have we made tremendous inroads with the b2c market but also with the b2b segment as chefs are exploring and experimenting with tempeh and restaurant menus in over 50 different outlets across 4 cities.

We see ourselves as the next healthy staple in the Indian kitchen. Whether you are a mom looking to cook healthy for the family, a fitness enthusiast looking to increase your protein intake through food or a vegetarian just looking for more tasty food options – Tempeh belongs in your fridge.

6.) Having opened so many successful destination restaurants across the globe, what do you think of the relationship between people and healthy food?

Ans: From my experience in foodservice, the two universal truths are that food is mood based and our mood changes through the day, week, month and so on. What I have observed is that people’s mood to eat better has been on the rise. We decide to eat better for various reasons such as long- term health to fat loss, disease management etc. This means that there are more meal moments when we do care about what’s on the plate whether at home or at a restaurant. It is generally edited like stopping refined sugar, swapping white rice for red rice, looking for more protein and less starch, eliminating red meat etc.

In India, the awareness that less starch and more protein will lead to better health is on a meteoric rise. This is also not a momentary trend but a trajectory we see growing in perpetuity. It is gaining momentum because we are a country where 65% of the population is under the age of 35 and have access to information on their fingertips. Today, with social media and OTT content consumption on the rise, information can reach more people at a faster rate. Digital commerce has also grown exponentially during Covid, providing easier access to customers.

Today’s modern consumer is armed with discretionary income but is time poor. So convenient, easy to cook options that deliver tasty meals and have a strong health quotient are poised to succeed.

7.) What’s next for you & Hello Tempayy?

Ans: We have seen an almost instant and incredible response to Hello Tempayy products since we first launched in early 2021. We grew from one city to eight cities in just over 18 months and that bears testament to the adaptability and potential for tempeh in India. We are delivering month on month growth across markets.

In a country with the largest number of vegetarians globally, where even non-vegetarians eat vegetarian only meals regularly, we see tremendous upside potential.

Hello Tempayy products are also close to half the price of other new age plant protein foods. It is also widely accepted now, among health experts, that a diet primarily comprising plant- based foods is better for long term health. Our singular aim at Hello Tempayy is to build great products to service these needs.

Our whole journey has been about learning and improving the product and that will never stop. It has been especially eye-opening to speak to modern Indian consumers and see their willingness to experiment and discover new foods. The next generation of consumers view branded foods with a different filter that is more multi-dimensional – taste, health and sustainability.