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Imagine Meats to bolster product range, aims to expand presence in 25-30 cities by FY22-end

While plant-based meat is a rage in international markets that are looking at reducing the carbon footprint linked to animal farming, it is also steadily gaining ground in India with companies like Blue Tribe Foods, Veggie Champ and GoodDot bringing in a range of plant-based meats for Indian consumers.

October 17, 2021 / 06:02 PM IST
Picture Courtesy: Wikimedia Commons

Picture Courtesy: Wikimedia Commons

Imagine Meats, a food venture by Bollywood couple Genelia and Riteish Deshmukh, is working on expanding its range of plant-based meats suited for Indian taste buds and expand its presence in 25-30 Indian cities by the end of the fiscal. Speaking to PTI, Genelia said while the concept of plant-based meats has been around in the Western countries, it is yet to become mainstream in India.

"India is not so much of a burger eating nation…we love our keemas and kebabs…Globally, people are turning to plant-based meats for various reasons – some for health, some are curious and some are doing so for ethical reasons. This is a relatively new category in India and there is a need to create awareness and educate people about this," she said. She noted that the brand seeks to "reimagine how the masses consume meat by providing equally juicy and succulent plant-based options".

While plant-based meat is a rage in international markets that are looking at reducing the carbon footprint linked to animal farming, it is also steadily gaining ground in India with companies like Blue Tribe Foods, Veggie Champ and GoodDot bringing in a range of plant-based meats for Indian consumers. "These protein-based products by Imagine Meats are made with no cholesterol, no animal hormones or antibiotics, making it an ideal solution for those who want to indulge in the rich experience of meat-eating without the guilt of harming animals," Imagine Meats co-founder Riteish Deshmukh said.

Imagine Meats offers nine variants of ready-to-prepare meats, including keemas, seekh kebabs, biryani dishes, nuggets and sausages via plant-based varieties sans real meat. The products are already available in Nature's Basket and Reliance Retail outlets in Mumbai; and online through its direct-to-consumer website. The company had started with sales in Mumbai and has now expanded sales to Delhi. Riteish said the company plans to expand its presence to 25-30 cities by the end of FY22.