In recognition of his compassionate lifestyle and efforts to promote sustainable lifestyle, Bollywood actor Riteish Deshmukh has been named the 'Most Beautiful Vegetarian Celebrity' of 2024 by People for the Ethical Treatment of Animals (PETA) India. Known for his charismatic presence on screen, Riteish has equally made waves off-screen through his advocacy for animals and ethical choices.

A passionate advocate for plant-based living, Deshmukh, who follows a plant-based lifestyle, co-founded 'Imagine Meats' with his wife and actress Genelia Deshmukh. The company has gained widespread attention for its delicious plant based  alternatives, offering options to promote cruelty-free eating. The brand's vegan "chicken" nuggets were previously awarded PETA India’s Best Vegan Meat award, cementing its reputation in the world of compassionate food.