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> Veganism is very much about identifying red flags that make something unsuitable,

Yeah, I've become very quick at glancing at an ingredient list and noticing "whey" or "gelatin" and then putting the product back. So indeed, the brand name itself would trigger a similar reaction for me if the founder hadn't happened to specifically mention that it was vegan.

> That said there’s certainly a double edged sword here in that there are some non-vegans who see “vegan” and are turned off but given Indian food is so often vegan I don’t think this would be a concern in your market.

There might be some knowledgeable customers who expect a particular dish to contain ghee and feel like it's not likely to be that great without the ghee.




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