\u24d8 Featured image: Riteish Deshmukh (L) and Genelia Deshmukh \u25b8 The company has partnered with Archer Daniels Midland (ADM) Nutrition India to utilise its expertise in food science. The globally booming vegan trend has just met Bollywood as Genelia Deshmukh and Riteish Deshmukh have stepped into the entrepreneurship club by launching Imagine Meats, a plant-based meat production company - the couple made the announcement on Monday (20 July). The company is projecting the launch of various plant-based meat items for Indians and will reach the market through various retail channels. The journey of Imagine Meats has begun with the Indian arm of the global not-for-profit organisation, The Good Food Institute (GFI) that promotes plant-based alternatives to meat, dairy, and eggs. Imagine Meats has also partnered with the global ingredients manufacturer Archer Daniels Midland (ADM) Nutrition India to utilise its expertise in food science, flavours, and product development across various geographies including Singapore, Berlin, and the United States - producing food items tailored for the Indian market such as kebabs, biryanis, and curries. Talking about the core cognition behind the launch of Imagine Meats, Genelia Deshmukh in a statement said, "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," The launch of the venture is significant in countries like India, where meat consumption is expected to rise radically over the next decades creating environmental impact in an already stressed environment. Varun Deshpande, managing director at the Good Food Institute India, quoted, "India is taking its first steps, in a sector which is soaring globally and demonstrating a model to save the planet."