We never imagined we’d be talking about this!” gush actors Genelia and Riteish Deshmukh when describing how they started their new plant-based meat brand Imagine Meats this year. As once-upon-a-time non-vegetarians who loved to gorge on all meats, it wasn’t until five years ago when they jointly decided to turn vegan. “I’d chosen to take a vow against animal cruelty and live a life that’s cleaner and more sustainable for the future,” says Riteish. 

Of course, he did realise that this is much easier said than done. “Food is a source of happiness for most people. For anyone who chooses to make the switch, there’s always some sort of compromise where you live with the decision you’ve made and move ahead with whatever you can get. While I loved the idea of eating ethically, which, in turn, is healthier and good for the environment, I constantly wondered how I could continue eating food without compromising on the flavour and taste [I craved].”