Bollywood couple Riteish and Genelia Deshmukh bring vegan chicken skewers to India

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Bollywood actors Riteish and Genelia Deshmukh recently launched vegan meat startup Imagine Meats in Mumbai to provide consumers with vegan versions of Indian-style meats. The Imagine Meats team worked during the COVID-19 pandemic to create vegan products such as keemas, skewers, nuggets, burgers and biryanis in plant-based varieties of chicken and mutton. The products combine the best of global food science with Indian culinary traditions and flavors with the goal of building a better and smoother planet for future generations.

“As a former carnivore, I know that millions of people like me are looking for a solution to their meat cravings,” said Riteish Deshmukh. “We spent years looking for the perfect solution, until we decided to make it ourselves, and we worked for over two years to make it a reality. With our wide range of irresistible vegetable meats, we want to allow everyone to imagine meat.

Imagine Meats products are now available at Nature’s Basket and Reliance Retail supermarket chains around Mumbai. The company plans to expand the availability of its products through additional channels in the coming months and to launch new products and partnerships in the near future.

“Imagine Meats is our labor of love, enabling people to improve their meat and eat guilt-free according to their values,” said Genelia Deshmukh. “After many months of waiting, we are delighted to be launching in Mumbai and look forward to bringing delicious plant-based meats to every plate. “

Vegan meat for India’s growing population

Imagine Meats joins a growing number of vegan meat companies in India that are working to create alternatives to meat consumption with the aim of reducing the impact of animal farming on the environment and climate change. This is especially critical in a country like India, which has one of the largest populations in the world and where meat consumption is on the rise. Indian government policy think tank NITI Aayog has identified that many Indian cities will run out of water by 2030 and that climate resilience is an existential need for the country.

“Time is running out when it comes to climate change, food and water insecurity and public health crises like future pandemics,” said Varun Deshpande, Managing Director of the Good Food Institute India. “Plant-based meats hold huge promise in providing consumers and producers with simple change rather than sacrifice, and the launch of Imagine Meats is an exciting development to make this a reality and help India’s protein market. smart to really take off. ”

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The rise of vegan meat in India

New Delhi-based food company Ahimsa Food paved the way for meatless meat products in the country in 2008 with its Veggie Champ brand, offering vegan and vegetarian products such as tandoori salami, shami kebab, chicken masala and fish fillets. The vegan startup Mister Veg is also doing its part to satisfy the population’s taste for meat with its Not Meat range of ground meat, textured strips and plant-based fish, as well as several ready-to-eat vegan dishes, including Creamy Tikka and Meatless. Biryani.

Earlier this month, Indian vegan meat company Blue Tribe launched spicy plant-based pork sausages and smoked chicken sausages, which join its existing line of chicken keema and chicken nuggets. The items were introduced to Chandigarh, Mohali and Panchkula, towns known for their traditional chicken dishes.

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