India has long been associated with vegetarianism, but it is now emerging as one of the world’s most significant drivers of the vegan movement as well. One of the most vegetarian-friendly countries in the world, India now leads global interest in veganism. 

Veganuary, that encourages people to try vegan eating, has launched its January 2026 campaign, with focus on accessibility and regional reach. The organisation’s new campaign, “New Year, Same You”, will be supported by a full suite of free resources in Hindi and English, marking a major expansion aimed at bringing plant-based eating to more households across the country.

Since the Indian launch of Veganuary in 2022, more than 300,000 people have joined the movement throughout the country. “The January push attracts more people to try eating vegan, by showing them familiar options instead of completely new foods.” said Veganuary India Director Prashanth Vishwanath.

Prashanth added that health remains a major driver behind Indians’ interest in veganism. India has a large number of people suffering from lifestyle diseases such as heart disease and diabetes, prompting many to re-examine their diets. Research consistently shows that diets rich in fruits, vegetables, whole grains and legumes are associated with lower risks of cardiovascular disease and type 2 diabetes.

The January campaign is designed to meet people where they are. Rather than pushing perfection or strict rules, Veganuary’s “New Year, Same You” messaging focuses on alignment- encouraging people to act on values they already hold, such as caring about health, animals and the environment.

To support first-time participants, Veganuary has released an official list of 31 daily prompts, offering practical inspiration for meals at home and while eating out. For 2026, all of Veganuary’s 31-day support emails, recipes, meal plans and cookbooks are available in Hindi, a move the organisation says reflects a sharp rise in interest from Hindi-speaking regions over the past four years.