Bollywood superstar Shah Rukh Khan on Friday launched a vegan meat alternative brand on the auspicious occasion of Ganesh Chaturthi for his friends and colleagues, Riteish Deshmukh and Genelia Deshmukh.

Taking to Twitter, SRK said, "My friends Genelia and Riteish were discussing who would launch their plant-based meats venture. I opened my arms wide and said ‘Main Hoon Naa'. I wish the entire team of Imagine Meats my best as they dish out #TheHappyMeat."