Breaking The Cartel: A Humane, Dharmic Alternative To Halal Monopoly

Sudarshan Busapalli, the founder of Meamo, a brand of Dharmic Vibes Pvt Ltd, has the unique distinction of starting the only farm-to-fork startup in India offering Jhatka meat.

After having spent nearly two decades as an engineer, he was looking to start his own venture. He was mulling over ideas in agritech, including providing solutions in hydroponics and anthroponics.

Around the same time, an RTI query revealing that Air India serves only Halal meat onboard to its flyers led to a huge controversy. Similar rows erupted in the cases of Zomato and McDonald's.

This controversy catalysed the fruition of an idea that Mr. Busapalli had already been contemplating: a meat company offering customers a viable, humane, culturally rooted alternative to Halal meat. Thus was born Meamo.

When Swarajya last spoke with Meamo in 2021, the startup had just closed its inaugural million-dollar funding round. Three years hence, the market dynamics have shifted considerably, yet the fundamental questions that captivated industry observers then remain equally pertinent now.

Has Busapalli's initial market thesis proven sound? Did anticipated consumer demand for Jhatka meat materialise among Indian buyers? And perhaps most crucially, how formidable have the challenges been in positioning this alternative against Halal's entrenched market dominance and deeply ingrained consumer preferences?

Curious about Meamo's trajectory, Swarajya reached out to the company to hear firsthand about their wins, struggles, and hard-earned lessons in this niche but contentious market.

"Meamo began its journey in Bengaluru with the intention of being a direct-to-consumer brand," Busapalli explains. "We envisioned bringing Jhatka meat straight to customers' doorsteps. However, since our inception, the B2C landscape has undergone tremendous upheaval."

The emergence of quick commerce platforms promising ten-minute deliveries forced a strategic recalibration. "Rather than compete directly with these delivery giants, we recognised the wisdom of partnering with them," he notes. "Simultaneously, we pivoted to build a robust B2B operation. Today, we supply fresh, chilled meat to all the leading pubs and restaurants across Bengaluru."

This dual approach of leveraging existing delivery infrastructure while cultivating direct business relationships has proven prescient, allowing Meamo to establish market presence without the capital-intensive burden of competing in the hyper-competitive last-mile delivery space.

The Awareness Hurdle

"Awareness remains our primary challenge," Busapalli acknowledges. "While the outrage over Halal imposition succeeded in highlighting its monopolistic stranglehold, many consumers still remain unaware that Jhatka slaughter practices even exist as an alternative."

The awareness gap presents a fundamental marketing hurdle. "Even if people haven't fully grasped the meaning and implications of Halal certification, they have at least heard the term," he explains. "Our goal is to elevate Jhatka to that same level of recognition while emphasising both its dharmic roots and humane characteristics."

This educational mission extends beyond mere brand building. To encompass cultural reclamation, Meamo has to introduce consumers to traditional practices while simultaneously positioning them as ethically superior alternatives in contemporary discourse.

That said, market acceptance for Jhatka meat does exist, particularly among younger consumers who prioritise cruelty-free options and willingly pay premiums to avoid what they perceive as exploitative certification practices.

"When we launched, regular meat consumers across communities gravitated toward our offerings," Busapalli recalls. "Malayalis, Sikhs, Punjabis, Bengalis all became dedicated customers."

The loyalty proved remarkably strong. "These early adopters would often refuse discounts, recognising that we were the only Jhatka meat company with a clearly articulated ideological stance," he notes. This customer behaviour suggested that once awareness was established, demand followed naturally, particularly among consumers seeking ethical alternatives to conventional meat sourcing.

Additional Differentiators like Hygienic and Cruelty-free Meat

A revealing 2021 survey conducted by Meamo uncovered promising market dynamics. While more respondents expressed a preference for Jhatka over Halal meat, a substantial segment remained agnostic about religious certification, prioritising hygiene and quality above ideological considerations.

This pragmatic consumer base presented an additional target market beyond those seeking specifically dharmic alternatives.

The findings suggested dual marketing pathways. While emphasising Jhatka's dharmic and cultural characteristics appeals to one segment, broader market penetration could be achieved by highlighting its superior hygiene standards and cruelty-free practices compared to Halal alternatives.

"The [latter] extends our reach beyond niche regional markets," Busapalli explains to Swarajya.

International precedent supports this positioning. Several European Union countries and other developed nations have banned Halal and Kosher slaughter methods, ostensibly citing animal welfare concerns. Though political undercurrents may influence these decisions, the legal justifications centre on mandates against animal cruelty perpetuated by religious slaughter practices.

Building an Ecosystem

Another significant challenge emerged in sourcing adequately trained butchers proficient in Jhatka slaughter methods while maintaining requisite hygiene standards.

Busapalli's response proved characteristically entrepreneurial: establishing a dedicated training institute in Bengaluru to address this skills gap comprehensively.

The institute serves multiple strategic objectives simultaneously. Beyond imparting Jhatka butchery techniques to aspiring entrepreneurs, it facilitates MUDRA loan access for graduates seeking to establish their own retail outlets.

This approach creates a virtuous cycle of providing youth with marketable skills, expanding Meamo's B2C presence through geographically distributed stores, and incentivising migration back to tier-2 cities and semi-urban areas through viable livelihood opportunities.

"We want to train entrepreneurs, finance the setup of physical Meamo stores through MUDRA loans, and provide them with a complete plug-and-play system," Busapalli explains.

The comprehensive support extends to the meat supply itself. "We even provide the carcasses and primals, eliminating the hassle of visiting mandis, purchasing livestock, transporting, and cleaning. All the entrepreneur needs is a small-format, FSSAI-approved hygienic store where we supply cleaned carcasses that require only cutting and selling."

Today, the farmer who owns the livestock unfortunately does not possess the right medium to sell the same. He is at the mercy of the aggregator, who will come in and offer a price he deems fit and then go on to sell the same in cities for large profit margins.

"We at Meamo are attempting to build a network where the farmer can sell directly to us and we ensure they get the right value for their livestock. This is done by taking the livestock, processing the same through humane methods, marketing them as cruelty-free Jhatka meat and to the right customers at the right price."

Meamo initially focused on chicken supply but has since expanded through a strategic collaboration with the Karnataka Sheep and Wool Development Corporation. Together, they are establishing a state-of-the-art abattoir under the PPP model for goat and sheep processing in Bengaluru.

The facility spans twenty acres with substantial government investment, designed to process and supply livestock to all Meamo's retail stores and B2B operations.

This infrastructure development addresses a crucial market reality that industry leaders have struggled to overcome. While giants like Licious and FreshToHome have achieved remarkable success in metro cities such as Bengaluru, their penetration in tier-2 cities like Mysore remains limited.

"For vegetarians, brand loyalty to stores holds little significance, but meat consumption operates differently," Busapalli observes. "The neighbourhood butcher remains the trusted source, often through relationships built over generations."

In metro cities, traffic congestion and urban infrastructure challenges make online meat delivery attractive. However, fancy packaging and ten-minute delivery convenience are insufficient to shift consumer loyalties in tier-2 cities and beyond.

Meamo's approach recognises this fundamental difference. "We don't intend to replace traditional butcher shops but rather become the conduit connecting them with meat consumers," he explains.

"Our role is facilitating access to culturally rooted, high-quality, cruelty-free, hygienic meat through existing trusted relationships rather than disrupting them."

These local collaborations provide Meamo with multiple strategic advantages: establishing a ready distribution network, educating consumers about Jhatka meat's benefits, and standardising slaughter processes across retail partners. The value proposition for existing butchers proves compelling.

"For brownfield stores, our pitch encompasses skill development, modernisation including online presence, the Jhatka certification, and enhanced hygienic standards," Busapalli explains. "We also provide chillers to prevent contamination and reduce wastage. In return, we earn a modest commission on each sale."

This operational model significantly reduces burdens on local butchers while maintaining quality assurance. Meamo handles end-to-end processing, ensuring dharmic customers receive authentic Jhatka certification through in-house slaughter, while retail partners focus solely on cutting and customer service.

The arrangement creates efficiency gains for all stakeholders while preserving traditional customer relationships.

The expansion strategy follows a systematic approach. "We plan to begin this model in Bengaluru, establishing at least one Meamo store in every BBMP ward," he outlines. "Once proven successful, we intend to replicate this framework in Chennai, Hyderabad, Mumbai, and other major Indian cities."

"Meamo even today remains the only slaughter facility in the entire country that is capable of large-scale supply of Jhatka meat from its own FSSAI-approved facility. Today we have the capacity of doing 2000 animals per day, and there is great scope for expansion, as well as we have both the land, building and demand already in place," Mr. Busapalli tells us.

The certification ecosystem for Jhatka meat, while operational, remains nascent compared to its Halal counterpart. Active certification bodies include the Jhatka Certification Authority, operated as a trust under Ravi Ranjan Singh's leadership, and the Hindu Economic Forum, which maintains its own Jhatka facility certification program.

However, these organisations possess significantly less market penetration and financial influence than established Halal certification bodies. But ventures like Meamo, once successful, will aid in strengthening the existing organisations while also laying foundations for many more to sprout.

The Animal Cruelty Act 2001 mandates 'stunning' as a prerequisite for animal slaughter, yet compliance remains inconsistent across many Halal slaughterhouses.

This stems from ongoing theological debates within Islam regarding whether animals must remain conscious during slaughter for the meat to be considered Halal. These 'stunning' requirements extend beyond India's borders, with European Union courts categorically emphasising similar mandates.

"Jhatka certification authorities maintain rigorous standards that examine not only compliance with dharmic slaughter methods, but also verification of 'stunning' procedures, hygiene protocols, and appropriate livestock housing," Busapalli reveals.

This comprehensive approach contrasts sharply with many Halal certification bodies, whose evaluation criteria often focus primarily on ensuring employment of specific community members within slaughter facilities while giving minimal attention to scientific standards.

The distinction highlights a fundamental difference in certification philosophy. While Jhatka authorities prioritise animal welfare alongside religious compliance, creating a holistic evaluation framework, many Halal certifiers operate with narrower community-focused criteria that may overlook crucial animal welfare and scientific considerations.

A 2016 PETA India investigation following surprise raids revealed that most Indian slaughterhouses fail to 'stun' animals before slaughter, likely to maintain Halal compliance standards. While electrical 'stunning' occurs to some extent in chicken processing, where birds pass through electrified water streams, the practice remains rare for larger animals such as goats and sheep.

"Jhatka certification bodies will certainly help consumers identify ethical businesses that don't engage in such regulatory evasions," Busapalli emphasises.

When asked to articulate the company's vision, Busapalli provides a succinct formulation: "To supply India and the world with premium quality Jhatka meat processed through humane slaughter methods."

This messaging resonates particularly well in Western markets, where single-stroke slaughter methods enjoy broad advocacy. "It represents the most humane and painless method of rendering animals lifeless," he explains to Swarajya.

"In terms of meat quality, there may be minimal difference between Halal and Jhatka products," Busapalli acknowledges. "The distinction lies in intention. New Zealand Professor Craig Johnson, a veterinarian and scientist, has conducted extensive research demonstrating that Halal ritualistic slaughter causes extreme cruelty and pain. We aim to minimise suffering as much as possible, recognising that in both systems, animals are ultimately raised for slaughter."

This ethical positioning extends beyond slaughter methods to encompass traditional processing techniques. Meamo offers a distinctive cultural element through its turmeric wash and cleanup service, echoing historical practices.

This optional process involves coating meat in turmeric before thorough cleansing, leveraging the spice's proven Ayurvedic properties.

The turmeric treatment serves dual purposes: its natural antibacterial qualities help eliminate potential pathogens while preparing the meat optimally for cooking. This integration of traditional wisdom with modern food safety standards exemplifies Meamo's broader philosophy of preserving beneficial cultural practices within contemporary commercial frameworks.

"The butchery market remains deeply fragmented and unorganised," Busapalli observes.

This is despite the fact that seventy-one per cent of Indians identify as non-vegetarians. According to a 2021 report from Euromonitor, the consumer meat market in India is worth 94 billion dollars. Less than 1 per cent of this is organised. "At Meamo, we're attempting to introduce systematic processes to this chaos."

"Our approach involves modernising equipment and hygiene standards while simultaneously preserving the valuable scientific aspects embedded in our traditional practices and cultural heritage."

This philosophy reflects a nuanced understanding of modernisation that avoids wholesale rejection of historical methods in favour of selective preservation based on empirical value. Rather than viewing tradition and modernity as opposing forces, Meamo positions itself as a bridge between inherited wisdom and contemporary standards, extracting practical benefits from both domains to create superior products and processes.

What's Next?

Having achieved profitability, Meamo now seeks a second funding round targeting two million dollars, double its initial raise. The previous investment primarily supported establishing the Bengaluru facility. This round aims at scaling operations and expanding geographic reach.

The company's business model appears validated: B2B relationships provide steady revenue streams while B2C partnerships leverage existing delivery infrastructure without requiring direct logistics investment. The franchise-like approach to physical stores promises expansion without proportional capital requirements.

"Now Meamo intends to do something that has never been done before: roll out about 1000 Jhatka meat stores in the next 36 months. So it will be 200 stores in Bengaluru, 200 in Mumbai, 200 in NCR, Chennai and Hyderabad as well. Our goal is to build a sustainable, quality enterprise that becomes part of every butcher's life. There is mutual respect and loyalty between the butcher and the company."

Despite encouraging progress, significant obstacles remain. Brand recognition continues lagging behind established players, requiring sustained marketing investment to achieve consumer mindshare. The certification ecosystem, while growing, lacks the institutional penetration that makes Halal selection automatic for many food service providers.

Scaling challenges are equally daunting. Training sufficient numbers of skilled butchers, maintaining quality standards across distributed operations, and managing cold chain logistics in India's challenging infrastructure environment will test operational capabilities.

Perhaps most critically, the question of whether Jhatka can transition from niche alternative to mainstream option remains unanswered. Success will likely depend less on ideological appeal than on delivering consistent quality, competitive pricing, and convenient availability—the practical considerations that ultimately drive consumer behaviour.

As India navigates questions of cultural identity, religious accommodation, and market choice, ventures like Meamo represent more than business propositions. They embody attempts to reclaim space for dharmic practices in secular marketplaces while demonstrating that principle and profit need not be mutually exclusive.

Whether Meamo will flourish or remain a cultural curiosity may ultimately depend on whether alternative positioning can overcome incumbent advantages in a market where convenience often trumps conviction. The company's evolution from idealistic startup to operationally sophisticated enterprise suggests encouraging prospects, but the ultimate test lies in scaling beyond Bengaluru's relatively receptive ecosystem.

In a country where food choices increasingly intersect with cultural and political identity, Meamo's journey offers insights into how entrepreneurial ventures can navigate these sensitive terrains while building sustainable businesses. The experiment continues, with implications extending far beyond the meat industry itself.