Why goat
India's preferred red meat, with the numbers to prove it.
The demand, the confusion in the market, and why the healthiest red meat is still missing from most professional menus.
Who eats what, state by state
Nagaland 99.8%, West Bengal 99.3%, Kerala 99.1% meat-eating. Telangana eats 21 kg a head a year, against a national 7.1 kg. Goat and fish rule the plate in Bengal; goat, chicken and seafood in the South.
NFHS-5.
Read the LinkedIn post ↗The mutton confusion
Mutton is sheep. Goat is goat.
The British brought the word "mutton" for sheep and used it for the similar-sized goat. India followed. Decades later, tenders still say "mutton" and the cheaper animal gets delivered.
Diners cannot name the difference. They can taste it. One bad plate and they stop ordering the dish.
Health
Leaner than chicken
Fat per 100 g. USDA National Nutrient Database, per 100 g. Goat: 143 kcal, 75 mg cholesterol, 27.1 g protein.
Read the LinkedIn post ↗The QSR blind spot
McAloo Tikki, Maharaja Mac, momo pizza: every global chain that won in India embraced Indian taste. None of them serve goat, the meat Indians pay more for and travel further to eat.
Goat kebab sliders. Pulled-goat tacos. Keema pizza. Biryani bowls. With graded, ready-to-cook cuts it is finally possible at scale.
Read the LinkedIn post ↗See the range and grades
Six raw cuts, three grades, heat-and-serve kebabs and sausages.