Riteish & Genelia's Plant-Based Meat Co. Seeks Feedback From Meat Eaters For R&D

22 September 2020

Veganism has the potential to become mainstream if meat-eaters ditch eating meat  and switch to a plant-based diet. Plant-based meats hold the key to attract non-vegetarians to the greener side. It comes as no surprise that Bollywood couple Riteish and Genelia Deshmukh's plant-based meat venture, Imagine Meats, is calling on meat lovers for feedback for its research. 'Which meat do you consume?, What do you hate seeing on the packaging of meat?, If there was an alternative to meat that tasted exactly like it, would you buy it?, What have you replaced your meat consumption with? Has the taste satisfied you?, Have you ever thought about cutting down/quitting meat consumption?', are some of the questions asked by the Bollywood duo's company via a Google form listed on its Insta bio. The brand stated that it wants to gather insights from meat eaters on how they "consume, pick and prefer their meat". The faux meat company informed the answers would be kept confidential and used for research purposes.  The one page-long questionnaire is short and simple, and can be answered in a jiffy as 14 of the 19 questions are multiple choice questions. 

 With insights from meat lovers, the company is likely to innovate to create tasty plant-based meat alternatives tailormade for the average Indian non-vegetarian's palette. Expect biryani, kebabs and curries possibly made from soy and pea proteins! The company has partnered with the Good Food Institute (GFI) and global ingredient manufacturer ADM to create faux meat under its brand name. Genelia and Riteish turned plantrpreneurs with this venture and have joined a growing list of global celebs and influencers who have invested in plant-based foods. The market reach of plant-based meat is expected to grow exponentially in India. In a recent survey on consumer perceptions on plant-based meat, it was found that 62.8% Indians consumers were 'very or extremely likely to purchase plant-based meat regularly'.

Imagine Meats is expected to be launched in Mumbai before year end.

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