Jhatka-nomics: Non-halal meat movement is going mainstream in India

Topics meat | halal food | Apeda

In 2015, as political tectonics started pushing India’s mainstream cultural discourse towards the right, Mumbai-based Sikh entrepreneur Eshwinder Sethi got a novel idea. He opened what he claims to be India’s first non-halal or jhatka meat processing plant in a food park in Maharashtra’s Pune. Branded as ‘Punjab Maratha’, all raw and processed poultry and goat meat from his plant was labelled jhatka and thus ‘free from ritual & torture’ that symbolises the Islamic halal way of slaughtering animals for consumption.   "We are Sikhs and are no.....

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