The article does not include any context or reference at which level it would include a region to be "vegetarian" and not a "myth" and is quite ... optimistic..

The article does not include any context or reference at which level it would include a region to be "vegetarian" and not a "myth" and is quite ... optimistic... in its conclusions. For instance, it lists the percentage of vegetarians as - Indore: 49% - Meerut: 36% - Delhi: 30% To me this would indicate that the "myth" is true. Similarly, they report that about 15% of people eat beef instead of the official estimate of about 7%. While the factor is interesting, this is still very far from high and does not support their summary that "the extent of beef eating is much higher than claims and stereotypes suggest".