Bollywood stars Ritesh and Genelia Deshmukh have announced the launch of a new plant-based meat brand.
Imagine Meats aims to 'bring together the best of global food science with Indian traditions and culinary excellence' and has gained support and assistance from the Good Food Institute (GFI) India.
The company says it will debut its products 'through various channels in the coming months' but has not confirmed further details.
On Instagram, Imagine Meats has suggested its first product release will be a plant-based alternative to chicken.
'So much better for the planet'
Speaking to The Economic Times, Imagine Meats co-founder Genelia said: "I have always been focused on the kind of planet we are leaving behind for our children.
"Seeing first-hand the innovation underway in the global food industry, Riteish and I were encouraged to take this big step and bring to you delicious foods that are so much better for the planet.
"We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts."
MD of the Good Food Institute India Varun Deshpande added: "India is taking its first steps, in a sector which is soaring globally and demonstrating a model to save the planet.
"With our agricultural biodiversity and the opportunity to benefit our farmers and talented workforce, India can be a lynchpin of growth for the global sector."