Genelia & Riteish Deshmukh launches Imagine Meats

Genelia & Riteish Deshmukh launches Imagine Meats
Picture Courtesy : Genelia Deshmukh / Facebook

Riteish and Genelia Deshmukh, a Bollywood couple, announced the official launch of their plant-based meat firm Imagine Meats in Mumbai today.

Imagine Meats' mission is to provide consumers with plant-based meat replacements that "exactly replicate the foods they want, guilt-free."

In 2020, the business teamed with Archer Daniels Midland Company (ADM), a multinational food processing company, to harness the latter's range of protein ingredients and application laboratories to mimic traditional Indian recipes made with meat. According to Sanjay Laud, Managing Director of ADM Nutrition (India), Imagine Meats' first focus will be on India, but the company will eventually expand into other markets such as the United States, Canada, the United Kingdom, and the United Arab Emirates.

Imagine Meats goods are now available online and at Nature's Basket and Reliance Retail locations throughout Mumbai. Keemas, kebabs, nuggets, burgers, and biryanis are all available in plant-based chicken and mutton forms Genelia Deshmukh stated at the launch, "Imagine Meats is our labour of love, allowing people to upgrade their meat and eat guilt-free in accordance with their ideals." We are thrilled to launch in Mumbai after months of anticipation and look forward to presenting delectable plant-based meats to every plate!”

Riteish Deshmukh stated, "As a former carnivore, I am well aware that millions of others, like myself, are seeking a way to satisfy their meat cravings." We spent years searching for the perfect remedy before deciding to create it ourselves — and it took us over two years to do it. We want to enable everyone to Imagine Meat with our diverse selection of craveable plant-based meats.”

Plant-based meats are a cutting-edge food invention composed completely of plant-based ingredients such as pea protein and coconut oil that exactly reproduce the flavour, smell, and sizzle of animal flesh.

They go well beyond standard soya nuggets or fake meats, and so give non-vegetarians an easy transition that is significantly more environmentally friendly in terms of water and energy consumption, as well as greenhouse gas emissions. These are also a way to mitigate public health risks associated with zoonotic disease outbreaks such as swine flu and avian flu.

Meat alternatives are especially critical in nations like India, where meat consumption is predicted to skyrocket in the next decades as incomes rise. The Government of India's policy think tank, NITI Aayog, has identified that many Indian cities will run out of water by 2030, and that climate resilience is a country-wide existential necessity.

Globally, the sector is expanding at a breakneck pace, with numerous businesses reaching billion-dollar valuations and even listing on stock exchanges.

According to the Good Food Institute India, $3.1 billion was invested globally in the smart protein market in 2020, up thrice from the previous year, as enthusiasm and demand for sustainable and safe protein supply chains grew during the Covid-19 outbreak.

The debut of Imagine Meats in India has the potential to pave the way for comparable success. “The clock is ticking on climate change, food and water instability, and public health issues such as future pandemics,” said Varun Deshpande, Managing Director of the Good Food Institute India. Plant-based meats have enormous promise for consumers and producers alike, and the introduction of Imagine Meats is a significant step toward making this a reality and assisting the Indian market for smart protein in actually taking off.”

Beyond this exciting launch, the company will expand its distribution channels in the next months, and consumers can expect to see much more on the various dishes and partnerships in the near future.