In this instalment of Start-up spotlight, we speak to High Time Foods – an India-based developer of shelf-stable plant-based protein mixes for food manufacturers and foodservice providers. The company's co-founders, Aakash Shah and Damian Felchlin, tell us more.

Could you tell us a bit about your journey and what inspired you to launch High Time Foods?

Aakash (co-founder and CEO) grew up in Chennai, worked in sales at Zomato and later launched and exited ghost kitchen brands before moving to Boston. Damian (co-founder and COO) is originally from Switzerland and began a career in finance before working for one of the largest privately owned food importers in the US and later serving as a trade commissioner for the Swiss government, helping Swiss food companies expand into North America.

We met during our full-time MBA at Babson College, the world’s top-ranked programme for entrepreneurship, and bonded over a shared passion for building sustainable food solutions. It was clear to us that the global meat industry is too resource-intensive to sustainably feed a growing population. Producing meat requires vast amounts of land and water, and emits significantly more CO₂ than plant-based alternatives – up to 80% more. At the same time, billions of people still lack access to sufficient daily protein. For us, it was clear: it's high time to focus on affordable, shelf-stable plant-based proteins that are sustainable, nutritious and accessible.

What made you choose to focus on plant-based protein as a B2B ingredient solution for foodservice and manufacturers?

With our backgrounds in food distribution and kitchen operations, the foodservice channel was a natural starting point. We saw firsthand that chefs and manufacturers needed ingredient solutions that were flexible, scalable and didn’t rely on cold storage. High Time Foods was built to meet that need – providing clean label, shelf-stable plant-based proteins that can be used just like minced meat, without the need for specialised equipment or refrigeration.

What are the benefits of your shelf-stable product? How can it address common challenges for foodservice businesses?

Refrigerated and frozen foods come with major limitations, from complex cold chains to high energy costs and food waste. Our shelf-stable proteins are ambient, lightweight and transport-friendly, cutting logistics costs and reducing CO₂ emissions. They rehydrate in minutes, require no refrigeration and offer a long shelf life – solving key pain points for foodservice operators, especially in regions with limited cold chain infrastructure.

Which technologies and plant-based ingredients are key to your solutions? Why were they chosen and what benefits can they provide?

We use familiar, widely available crops like peas, soy, and wheat, processed through extrusion technology to deliver a meaty, fibrous texture. In our case, it allows us to create high-protein, shelf-stable formats that hydrate quickly, carry flavour well and adapt to a wide variety of culinary applications.

What have been some of the key challenges involved in formulating a non-refrigerated plant-based protein ingredient? How have you navigated these?

Every food product is a balance between taste, price and scalability. We’re obsessive about delivering great flavour and texture – but we also know affordability is critical, especially in emerging markets. Developing a product that hits all three without additives or artificial preservatives took extensive iteration and constant feedback from chefs and partners. That feedback loop helped us get to a product that is now ready for scale.

How have you seen the alternative proteins market evolve in recent years?

The first wave of alternative proteins focused on meat mimicry – often with long ingredient lists, high prices and mixed consumer reception. We believe the next wave is about functionality, affordability and versatility. Operators and consumers alike want plant-based options that are clean, tasty and operationally efficient. That’s the space we’re focused on.

Could you tell us a bit about your R&D process and some of the insights that have influenced your product development?

It's simple: we start with the customer. We talk to chefs, operators and manufacturers daily – listening to their needs, testing new ideas quickly and adapting based on real-world use. As a lean start-up, we’re able to innovate and iterate faster than most large food companies. One insight that shaped our format was that chefs didn’t want a finished plant-based dish – they wanted a protein base they could customise and make their own.

Are there any notable market trends and consumer demands that your solution can tap into?

Absolutely. In regions like South Asia and West Africa, protein deficiency remains a major challenge, while a rising middle class is seeking more protein-rich, affordable and convenient meal options. Our shelf-stable protein is uniquely positioned to meet that demand – offering a sustainable and scalable solution in markets that often lack cold chain infrastructure.

What has been High Time Foods’ biggest achievement to date?

Some might point to our acceptance into the Techstars Boston accelerator or raising our seed round from Avaana Capital, a $135M Mumbai-based venture fund – and those milestones certainly matter. But for us, the real achievement lies in the day-to-day: getting our hands dirty, asking the right questions and working closely with chefs and customers to solve real problems. That’s how we stay grounded in our mission – building practical solutions that serve both the planet and its people.

What’s next for the company? Any big plans on the horizon?

We’re growing quickly since closing our seed round. We're currently hiring across our Mumbai office and actively expanding into new markets. We recently launched with Vasanta Bhavan, a 20-location vegetarian restaurant chain in South India, and are preparing to launch in West Africa. These milestones are just the beginning – they show the global appetite for shelf-stable, sustainable protein solutions is real.

For aspiring start-ups in the plant-based food and beverage industry, what valuable advice or insights would you share to help them navigate the challenges and opportunities in this dynamic sector?

Before scaling, get close to your customers – not just once, but continuously. Iterate based on their feedback, and don’t assume your first version is the final one. Flexibility, humility and speed are your biggest advantages early on. Focus on solving real problems, not just following trends.