While 30% of Indians are strictly vegetarian, I would suggest that probably another 40% are largely vegetarian, only eating meat occasionally. Growing up in a major city in India, we ate maybe a single chicken based meal a week, and this was largely the norm in my social cohort. While a major reason was definitely money (poultry and red meat is ridiculously expensive in comparison to the vegetarian staples), it's also just cultural. My family grew up seeing meat as a special treat, and most of our meat dishes are very rich and can only be eaten occasionally.