Sanjay Sethi, Executive Director of the Plant Based Foods Industry Association (PBFIA), is a seasoned leader in food and agribusiness. With more than three decades of experience spanning Africa, the Middle East, South Asia, and Eastern Europe, he has consistently worked to create sustainable supply chains that connect global markets. His dedication to sustainability has earned him accolades such as Chief Sustainability Officer of the Year and the prestigious Africa Food Prize. Sethi has also served on the boards of global initiatives including the UN Environment and International Rice Research Institute’s Sustainable Rice Platform, and has been part of the Global Agribusiness Alliance steering group under the World Business Council for Sustainable Development (WBCSD).
An Interview with Sanjay Sethi — CEO Affairs
Q: How would you describe yourself personally and professionally? What was your journey before PBFIA?
Curiosity has always guided me. I’ve been open to experimenting, taking calculated risks, and asking the right questions. My career took me across diverse markets—from Africa to the Middle East—where I gained deep insights into different parts of the food value chain. These experiences shaped my understanding of global food systems, and I was eager to channel this knowledge into India’s evolving market.
Leading the development of an entire category in a rapidly growing economy like India has been nothing short of a dream. Unlike traditional corporate roles, I don’t feel pressure to outpace competitors or compromise my values. Knowing that my work contributes to environmental sustainability and animal welfare brings me immense satisfaction. Over time, industry partners, consumers, academic institutions, and government agencies have all lent their support. Today, PBFIA has grown to 86 members, and we aim to expand further—fostering research, creating shared service centers, and establishing a Center of Excellence to transform the food industry through innovation, science, and technology.
Q: How did the idea for PBFIA take shape?
After years of working in sustainable agriculture and food supply, I wanted to build something unique for India. This vision became PBFIA—a not-for-profit organization that brings together every stakeholder in the plant-based food sector. My time with the Sustainable Rice Platform was eye-opening; while sustainability labels had strong environmental merit, consumers weren’t willing to pay a premium for them.
Plant-based foods, however, offered something different. By mirroring the taste and texture of animal-based products, these foods provide a sustainable solution that consumers are not only willing to try, but also to pay more for. I recognized this as a movement with lasting momentum, driven by consumer demand and supported by industry innovation.
Q: What do you attribute your success to? What values guide your work?
Our success at PBFIA comes from assembling a dynamic team—professionals ranging from chefs and nutritionists to food technologists and management consultants. My own background in agricultural supply chains complements their expertise. By ensuring everyone works within their ikigai—their zone of passion and skill—we have built an organization that blends elements of a trade association, incubator, and Center of Excellence.
Q: How does PBFIA differentiate itself and add value for its members?
PBFIA is a CEO-led apex body representing India’s plant-based foods sector. With 86 members, we focus on four core areas: policy advocacy, innovation, investment, and supply chain development.
Our mission is to make plant-based foods a mainstream choice in India, unlocking both sustainability benefits and economic growth opportunities. We build strong networks among stakeholders, facilitate research, encourage favorable policy development, and share market insights. PBFIA also represents India on the global stage as part of the International Plant Based Foods Working Group, alongside associations from around the world.
Q: What is the foundation of your organization’s culture?
When assigning roles, I consider each person’s strengths and interests so they work in areas that energize them. I prioritize two qualities when hiring—trust and teachability. That’s why my team is made up of young professionals, most under 30, who are eager to learn and grow.
Q: How important is innovation to PBFIA’s work?
Innovation drives everything we do. I see everyone at PBFIA as an entrepreneur in their own right. My focus is on creating leaders, not followers. I encourage my team to experiment, think differently, and explore their creativity to generate truly groundbreaking ideas.
Q: As Executive Director, what are your main responsibilities? What part of your day brings you the most joy?
My role involves setting the organization’s agenda, guiding the team, aligning our vision, and addressing challenges and opportunities. The most fulfilling moments are when I build alliances, form partnerships, and engage with stakeholders across different levels of the industry.
Q: What advice would you give to someone stepping into a leadership role for the first time?
Don’t focus solely on finding the “right” people—instead, work on being the right leader for your team. Give your team members the freedom to choose work that matches their strengths and passions from within the goals you set for them.
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