Influencer Vegans: How Vegan Influencers Are Shaping the Plant-Based Movement in 2024

In recent years, the plant-based movement has gained significant traction, with veganism evolving from a niche lifestyle to a mainstream phenomenon. At the forefront of this transformation are vegan influencers who inspire and educate their audiences about the benefits of a plant-based lifestyle. In 2024, these influencers are sharing mouthwatering recipes while advocating for sustainability, ethical eating, and health consciousness. Their authentic voices and engaging content reshape perceptions of veganism, making it more accessible to diverse audiences.

Among the trailblazers in this landscape are Vijayalakshmi Vikram and Ragini Gowda. Vijayalakshmi passionately shares vibrant, nutritious recipes that showcase the versatility of Indian cuisine, emphasizing the health benefits of veganism. Meanwhile, Ragini combines her love for traditional cooking with modern vegan practices, illustrating how familiar Indian dishes can be adapted to suit a plant-based diet without losing authenticity. Together, they significantly contribute to the movement, inspiring many to embrace healthier, more sustainable food choices.

Join us as we get to know what inspired them to accept a vegan lifestyle, the challenges they faced, and how they see the realm of plant-based lifestyle evolving in the near future. 

Edited excerpts.

Vijayalakshmi Vikram

What inspired you to adopt a vegan lifestyle, and how has your journey evolved since then?
I have had a health condition called Irritable Bowel Syndrome (IBS D) since my childhood. It was much later in my life (after the birth of my children), that I came to realize that IBS in my case was due to my intolerance to Dairy. I switched over to a plant-based lifestyle over 12 years ago. During this time, I started volunteering in animal shelters. The calling was random and perhaps a divine intervention. I learned about animal farming and the cruelty that animals endure all over the globe. There was a particular animal, a male buffalo called Stuart Little in one of the shelters in Bengaluru. He was a dairy industry discard and was rescued from slaughter many years ago. Whenever I went to the shelter, he would run to me like a dog, roll over, and plead for a tummy rub.
I fell in love with these creatures and embarked on a vegan lifestyle. My IBS D condition, though I considered it crippling and embarrassing during my younger days, was the reason I discovered my love for animals, and it's been over 8 years since.

What challenges have you faced as a vegan influencer, both personally and professionally?
There are several challenges when one decides to embrace this lifestyle.

• Health: One common concern is obtaining all necessary nutrients from a plant-based diet. This requires extensive research and consultation with experts—both proponents and critics of veganism—to create a balanced plan tailored to your lifestyle.
• Affordability: Many worry about the cost of vegan substitutes, like almond milk, but it’s possible to find budget-friendly options. Contrary to popular belief, a vegan lifestyle isn’t necessarily expensive; in fact, around 80% of the foods cooked in a typical vegetarian Indian household are already vegan.
• Giving in to addiction: For me, giving up dairy products, especially yogurt and filter coffee, was tough. I initially tried to quit and go cold turkey, but that approach didn’t work. Instead, I gradually transitioned my diet, exploring suitable recipes and substitutes.
• Social pressure: Facing criticism from friends and family is another challenge. I invested time in explaining my choices to my loved ones, and while not everyone agreed, they ultimately respected my decisions. Learning to ignore criticism from others was crucial, though it’s easier said than done.
  
  

What trends or changes are you most excited about in the plant-based space?
On one side of the spectrum, awareness of the multifaceted benefits of plant-based foods is rapidly gaining momentum. Their role in gut health and recovery for patients undergoing treatment is receiving increasing attention and positive feedback. On the other side, the embrace of plant-based lifestyles and sustainable choices by celebrities has attracted significant media interest. This convergence of advocacy from health, fashion, and sustainability perspectives is incredibly exciting for me, as it highlights the transformative potential of plant-based living. The growing recognition of these interconnected themes promises to inspire broader acceptance and adoption of a more compassionate, health-conscious lifestyle.

How do you envision the future of the vegan movement, and what role do you think influencers will play in that evolution?
India is a treasure trove of vegetarian recipes, rich in diverse flavors and traditions. Asian cuisine offers a wealth of incredible plant-based ingredients and dishes, opening up endless possibilities for culinary fusion. By blending global ingredients and recipes, we can create innovative plant-based cuisine that excites the palate. Today’s generation is receptive to new philosophies and eager to experiment with food, making this an ideal time for influencers to share their perspectives in imaginative and engaging ways. This creative exploration not only showcases the versatility of plant-based cooking but also encourages a broader acceptance of these delicious, sustainable options.

And last but not least, what is your all-time favorite vegan recipe that you cook?
My all-time favorite is tofu and peanut curd rice paired with roasted potatoes. Trust me, no one can make out it is not the original curd rice. It is plant-based. It is protein-rich. It is my soul food

Ragini Gowda

What inspired you to adopt a vegan lifestyle, and how has your journey evolved since then?
A powerful poultry video from Mercy for Animals changed my life. Accidentally coming across it, I was immediately moved by the cruelty I witnessed, which led me to adopt a vegan lifestyle overnight. This moment sparked a journey where I immersed myself in vegan communities and actively participated in numerous awareness programs. These experiences further deepened my commitment to advocating for animal rights and promoting the compassionate, plant-based lifestyle I now fully embrace.

What challenges have you faced as a vegan influencer, both personally and professionally?
My family and friends were supportive of my vegan lifestyle, but finding vegan options while traveling or dining out was challenging. As an influencer reviewing restaurants, I faced unique obstacles; it was tough to locate plant-based dishes on many menus. However, I vividly remember requesting chefs to customize dishes, ensuring they remained vegan without compromising on flavor. I wanted to show that South Indian cuisine, with its rich flavors and versatility, could be easily adapted to vegan recipes—and still taste fantastic. This journey helped me encourage others to embrace veganism without sacrificing their favorite flavors.

What trends or changes are you most excited about in the plant-based space?
It's incredibly exciting to see both new and traditional brands recognizing the value of veganism and the health benefits of plant-based options. Watching these brands evolve to include vegan products brings me immense joy, as it reflects a growing awareness of the positive impacts on health and the environment. This shift not only encourages healthier choices but also supports sustainable, compassionate practices. I feel genuinely thrilled every time a well-known brand embraces plant-based options, as it signals a meaningful change and inspires others to follow suit. Each step taken by these brands toward veganism feels like a shared victory.

How do you envision the future of the vegan movement, and what role do you think influencers will play in that evolution?
I deeply hope for a future where everyone recognizes the importance of veganism and strives for a cruelty-free, compassionate world. While I may feel like just a single drop in the ocean, I’m inspired by knowing countless other influencers and advocates are working alongside me. Together, we’re fostering a movement, each of us contributing to the cause by sharing knowledge, raising awareness, and inspiring others to make kinder choices. Slowly, these individual efforts are adding up, creating ripples that will eventually grow into a vast, powerful wave of change—a true ocean of compassion where veganism becomes the norm, making the world a better place for all living beings.

And last, but not least, what is your all-time favorite vegan recipe that you cook?
I live and breathe biryanis! Since turning vegan, I've found it amazing how easily I can transform biryani into a delicious vegan version and still enjoy every bite to the fullest.

The impact of influencers and food content creators on the vegan movement in India has been significant, and knowing their perspectives and reasons behind their lifestyle choices gives us insight into the evolving culinary landscape. Understanding their journeys can inspire others to explore plant-based living, promoting a more compassionate and health-conscious society.