Genelia and Riteish Deshmukh turn entrepreneurs selling plant-based kebabs, biryanis and more

• Plant-based foods are basically products made entirely from plant ingredients such as pea protein and coconut oil, but replicate the taste and smell of animal meat.
• The company aims to launch plant-based kebabs, biryanis, and curries and several other products in the coming months.
• The actor couple which had turned vegan years ago, is betting on the plant-based meat trend.

Actors Genelia and Riteish Deshmukh have turned entrepreneurs with their latest venture – Imagine Meats – a plant-based meat foods company. The actor couple which had turned vegan three years ago, is betting on the plant-based meat trend.

Plant-based foods are basically products made entirely from plant ingredients such as pea protein and coconut oil, but replicate the taste and smell of animal meat.

“Seeing firsthand the innovation underway in the global food industry, Riteish and I were encouraged to take this big step and bring to you delicious foods which are so much better for the planet. We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts - just as it will be for our own family. It is our mission to make the world kinder and safer for our children, and this is a great start,” said Genelia in a statement.

The duo has partnered with the US-based global ingredients manufacturer Archer Daniels Midland (ADM) and Good Foods Institute to experiment and bring out products under the Imagine Meats brand. The company aims to launch plant-based kebabs, biryanis, and curries and several other products in the coming months.


“I have been a hardcore meat eater who turned vegetarian 4 years ago. Let me be honest - there have been times when I have craved the taste and indulgence of meat. With plant based meats around, I am a much happier vegetarian now. I would rather just imagine meat,” said Riteish Deshmukh.

Plant-based meat has become a trend globally because of the several benefits that come along with it. A plant-based diet is reported to be beneficial in cutting down heart risks.

“Plant-based meats have immense potential to help us safeguard planetary health, without sacrificing our tastes. India is taking its first steps, in a sector which is soaring globally and demonstrating a model to save the planet. With our agricultural biodiversity and the opportunity to benefit our farmers and talented workforce, India can be a lynchpin of growth for the global sector,” said Varun Deshpande, managing director at the Good Food Institute India

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