New Delhi: Bollywood actor Anushka Sharma and cricketer Virat Kohli have invested in, and will support, plant-based meat brand Blue Tribe, adding to a growing number of celebrities investing in alternative businesses.
Blue Tribe was founded by Sandeep Singh and Nikki Arora Singh to provide alternatives to meat products for the Indian market. Its products are made with peas, soy, lentils, grains and other protein-rich ingredients.
It sells plant-based chicken momos, nuggets, and sausages, among other products.
Both Sharma and Kohli are proponents of plant-based meat products.
“Our products are aimed at non-vegetarian consumers who wish to switch to healthier and more environmentally friendly products without compromising the taste of their favorite dishes. Our food experts and scientists have been able to identify what gives meat its unique taste and texture, and so our products will taste, look, feel and cook just like meat,” Sandeep said. Singh, co-founder of Blue Tribe.
Fake meat has found consumer favor with companies such as Beyond Meat in the United States offering a variety of food products. These foods are generally low in calories and fat and are known to be a source of protein and fiber.
The trend has seen others also support plant-based meat brands.
In 2020, Bollywood couple Genelia and Ritesh Deshmukh announced their entrepreneurial venture focused on plant-based meat products through their company Imagine Meats.
It was previously reported that consumer goods company ITC Ltd. planned to launch plant-based meat products amid growing consumer interest in the category.
Sharma said the couple have embraced a meatless lifestyle.
“Collaborating with Blue Tribe is a step to tell people how they can be more mindful and leave less of an impact on the planet by switching to a plant-based diet. We hope more people would like to understand the need for this and thereby helping the planet and the life on it,” she said.
Kohli added that he was aware of the carbon footprint left by certain foods.
According to the cricketer, less reliance on meat, without compromising taste preferences, can impact the planet.
Kohli is among the highest paid athletes in India. He is also an active investor supporting companies in insurance technology, fashion and talent management.
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