When Bollywood enters the world of plant-based eating, you know something big is about to happen. Imagine Meats, founded by celebrity couple Riteish and Genelia Deshmukh, isn’t just a brand—it’s a mission to bring sustainable, delicious, and healthy eating to every Indian kitchen and movie-fan’s plate. At Brands Pe Charcha, we chronicle not just what the brand does but why it matters: Imagine Meats blends glamour, tradition, and disruptive innovation to make plant-based meat exciting, accessible, and truly Indian.
The Bolly Buzz: Why India Is Hungry for Plant-Based Options
India’s urban foodies are rapidly embracing vegan kebabs, mock biryani, and plant-based curries—especially younger generations influenced by global trends, health priorities, and climate action movements. Google searches for “vegan biryani,” “Bollywood plant-based brands,” and “healthy frozen meals” have grown over 80% year-on-year in 2025[1].
But why plant-based? Studies show these foods use up to 90% less greenhouse gas, 93% less land, and 99% less water than animal alternatives. And, with Bollywood stars like Riteish and Genelia Deshmukh leading the way, curiosity and acceptance have skyrocketed.
How Imagine Meats Became a Household Name
Bollywood Roots
The founding story is itself a perfect Mumbai tale. Riteish and Genelia, passionate about causes ranging from animal welfare to green living, couldn’t find Indian-flavored vegan meats for their own kitchen. So, they built a company to solve that—and the whole country followed.
Imagine Meats’ product line includes:
- Vegan kebabs (seekh, shami, tandoori)
- Biryani with plant-based protein
- Curries with authentic Indian spices, minus the animal ingredients
- Burgers and sausages customized for Indian palates
All are designed for those wanting to swap traditional favorites for cruelty-free, protein-rich alternatives without sacrificing taste.
Fun Fact: Their vegan biryani blind-tasting events often lead to stunned reactions—most people can’t tell it’s not real meat!
Imagine Meats’ Unique Innovation: Bollywood Meets Home Cooking
Designed for Indian Kitchens
Unlike Western brands with soy burgers and tofu nuggets, Imagine Meats focuses entirely on Indian flavors and products. Their vegan mince and curries use pea, wheat, and soy proteins infused with classic masalas, making them natural fits for biryani, wraps, and chaats.
Frozen Food Revolution
Recognizing the needs of urban professionals, Imagine Meats launched a line of frozen meals—just heat and eat. Their products can be prepared in minutes, are preservative-free, and offer a guilt-free solution for busy families.
Interactive Angle
Have you spotted Imagine Meats at your local supermarket or on Swiggy/Zomato lately? Bollywood in your fridge—literally!
Smart Marketing: Bollywood, Influencers, and Impact
Star Power Turns Heads
Genelia and Riteish are not just the faces—they’re the hearts of the brand, appearing in commercials, cooking demos, and candid discussions about vegan living. Their social media accounts share recipes, tips, and stories about their plant-based journey, engaging millions of fans.
Celebrity Endorsements
Bollywood friends often join in. For instance, Sonam Kapoor and John Abraham have applauded Imagine Meats’ mission, helping the brand reach audiences well beyond traditional foodies.
Digital Campaigns and Collaborations
- #ImagineTheChange: A viral campaign urging Indians to try a vegan meal once a week.
- Interactive Instagram Lives with chefs making Bollywood-inspired dishes.
- Partnerships with food chains to feature Imagine Meats as part of mainstream menus.
Impressive Numbers: The Brand’s Journey
- Retail Footprint: By 2025, Imagine Meats products are sold in hundreds of supermarkets and are available for order on major e-commerce platforms and food delivery apps[1].
- Online Engagement: Instagram reels often attract 50K+ views, with recipe videos going viral across platforms.
- Product Growth: Imagine Meats doubled its product line within its first two years, responding directly to customer feedback.
- Environmental Impact: Switching just one meal a week to their products can save thousands of liters of water and kg of carbon emissions per family per year.
Fun Fact
Imagine Meats was named “India’s Most Exciting Vegan Start-up” at the 2024 FoodTech Awards.
Community Engagement and Education
Bollywood Meets Grassroots
Imagine Meats doesn’t just rely on star appeal. They conduct cooking workshops in colleges and apartment complexes, create online challenges (“Make Your Favorite Curry Vegan!”), and actively answer consumer questions about health, protein, and transitioning to plant-based diets.
Influencer Partnerships
Top food bloggers and Instagram creators share videos trying Imagine Meats’ biryani, giving honest reviews and even involving their families in taste tests.
Breaking Barriers: Local Innovation
Regional Flavours
Imagine Meats works closely with Indian chefs to develop products that honor and reinvent classics: Goan sausage, Punjabi tandoori, Gujarati farsan—all in plant-based forms.
Fast-Food and QSR Collaborations
Vegan pizza toppings, burger patties, and more—now found in fast-food chains and even theater snack counters, thanks to exclusive deals with QSR brands.
Stories That Inspire
Meet Aarav, a college student and aspiring filmmaker in Mumbai: “I grew up on biryani—impossible to give up. Imagine Meats let me keep my taste and go cruelty-free. Even my mom’s famous curry recipe works with their vegan mince!”
Sneha, an IT professional: “I never liked cooking after work. With Imagine Meats’ frozen vegan kebabs, I can whip up dinner in five minutes and feel good about my choices.”
Imagine Meats’ Marketing Magic
- Star-Led Brand: Riteish and Genelia drive campaigns, challenging Bollywood stars and fans to join the plant-based movement.
- Social First: Engaging Instagram stories, reels, and challenges encourage followers to cook vegan, swap recipes, and share testimonials.
- Retail Accessibility: Focused drives with supermarket chains and delivery platforms make products easy to access.
- Education: Simple graphics and influencer-led videos help demystify protein, taste, and nutrition in plant-based eating.
Did you know? Imagine Meats’ #CookWithImagine contest has India’s highest participation rates for a vegan food campaign in 2025.
Challenges and Triumphs
Before Imagine Meats, vegan meats were perceived as bland or foreign. The brand’s relentless focus on Indian flavours, Bollywood appeal, and education changed perceptions—and the market.
The Road Ahead
Imagine Meats has announced plans to launch high-protein options for athletes, expand regionally with local favorites, and work towards eco-friendly packaging. Soon, they plan to bring Bollywood-themed vegan meal kits nationwide.
Conclusion: Why Brands Pe Charcha Loves Imagine Meats
Imagine Meats is more than food—it’s a cultural movement with Bollywood at its core. With health, sustainability, and good taste leading the way, they make plant-based eating a celebration for everyone.
Tried Imagine Meats? Share your favorite dish or story with us at Brands Pe Charcha—and be part of India’s plant-powered future!
Let taste and tradition unite—“imagine” a better plate, a better planet with Imagine Meats!
