Plant-based meat is gaining more popularity with every passing day. The reason being it provides a healthier alternative to animal meat along with sustainable packing, authentic flavors, aromas, and textures.
Recently, on national television, Salman Khan in the grand finale of the television series Big Boss encouraged people to move towards plant-based meat alternatives. He had stated that ethical and sustainable plant-based meat forms an ideal form of protein without making any compromise on the edibility and taste.
To an audience of over 15 million who tuned into the Big Boss Season 14 grand finale he said, “Plant-based meat is the best form of protein and is identical to meats like chicken and mutton, and has that non-vegetarian taste.”
Shardul Dabir, an innovation specialist at nonprofit Good Food Institute India (GFI India), appreciated this encouragement by Salman Khan towards plant-based meat in a social media post which featured a video clip of the live show. He remarked, “If this wasn’t already great to educate millions of Indians about the smart protein [and] alternative protein sector, then note that he did this at the grand finale of one the most popular Indian TV show #biggboss, Colors TV! [sic]”
Green Queen reported, “India, poised to become the world’s most populous country, will be critical to the shift to alternative proteins and its food supply is already under strain from climate impacts such as droughts and unexpected weather patterns.”
It was witnessed that on national television Salman Khan was joined by Bollywood star Riteish Deshmukh who also advocated the benefits of plant-based meat. In fact, Riteish and his wife Genelia Deshmukh have co-founded a plant-based meat startup company called Imagine Meats.
Riteish Deshmukh, in a recent summit hosted by GFI India, gave insights about their vegan venture, and stated that the ultimate vision for Imagine Meats is to “get the right kind of taste for people because the one thing that you cannot compromise on your product is taste.”
He further added, “We’re trying to make a mix of ready-to-eat meals. We want to be region-specific, because the kind of Imagine Meats products available in Maharashtra would be probably different from Delhi, in North India to Bengal or South India.”
Genelia talked about how the brand intends to target the “guilty non-vegetarian eaters” in India and facilitate them with convenient alternative plant-based meat options that can be taken home and eaten without any guilt.
It is true that plant-based meat is a viable option the world needs to adopt a more sustainable form of living and an alternative for people who are tired or suffering from negative health problems due to excessive consumption of conventional meat.