That's a great point about the branding. Why we're called Buttermilk: Buttermilk is eaten at the end of almost every South Indian meal to "cool down" the stomach. As a South Indian myself, this is one of my go-to comfort foods. The aim with the company is to provide authentic, comfort foods which is how we came about to using it for the name! Plus, it's a known and easy-to-say word.
We didn't actually launch with the aim of only providing vegan meals, it just so happened that our first dishes are all vegan! This has definitely caused some confusion so we'll continue to iterate on our branding/messaging.
I may as well chime in here to provide another data point. I'm also vegan and I was definitely turned off by the name. I wouldn't have read further if it wasn't clearly a service for Indian food, which I am particularly interested in. I'm glad that your first line of meals is vegan, and as another South Indian I can sympathize with the reasoning behind the name, but I'm sure many others would be confused by the name as well.
Another vegan chiming in to say I assumed these weren’t suitable for me based on the name because buttermilk is an ingredient I see and think, “damn :(“. Veganism is very much about identifying red flags that make something unsuitable, so any reference to a non-vegan product is going to immediately turn off a non-zero portion of vegans because they won’t search out the ingredients to discover it is vegan.
A key part of a manageable vegan life is building a database of what you can consume that you enjoy and using that to drive choices, so if you can get vegan customers buying your food and enjoying it then they’re going to be stickier customers. I am a very loyal customer to my favourite food brands out of necessity, as are my vegan friends.
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. Although the name is cute, it’s definitely misrepresenting your product to a growing portion of your potential customers. If you stick with the name, regardless of marketing, you’re going to lose vegans, because many won’t look beyond the name because that’s a necessity for getting by.
There’s a few companies in the U.K. doing intentionally vegan ready meals (e.g https://allplants.com) and there’s a growing market for vegan ready meals (we are as busy/lazy as everybody else), so I think it’s worthwhile to reconsider the name, but also it’s a great name so maybe you can be the company to get vegans to look beyond red flags. Your product seems absolutely great for my needs and would, assuming they’re enjoyable to eat, integrate into my life well. Good luck!
> 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.
Great initiative. But even I don't understand the use of this name as Branding. As ideally "Buttermilk" is a Drink consumed throughout India, and ironically your company is not selling it. :-).
Also its a name of the Drink and you are selling ready to eat food items which also make this name a little inappropriate, as for any Indian it gives the impression of Drink selling site rather than Food selling site. (Even i was not planning to look at it, if I have not read the comments).
We didn't actually launch with the aim of only providing vegan meals, it just so happened that our first dishes are all vegan! This has definitely caused some confusion so we'll continue to iterate on our branding/messaging.