This accolade is a nod to his dedication towards a plant-based lifestyle and his active role in advocating for animal rights and environmental sustainability. Alongside his successful acting career, Deshmukh's off-screen endeavors have made significant impacts in promoting a cruelty-free way of life. Riteish Deshmukh, along with his wife, actress Genelia Deshmukh, launched 'Imagine Meats', a company that produces plant-based meat alternatives. Their products, such as vegan "chicken" nuggets, have received high praise, including PETA India's Best Vegan Meat award. This business venture highlights Deshmukh's commitment to providing tasty, cruelty-free food options to the market, showcasing that a compassionate lifestyle can also be enjoyable and fulfilling. "Living a cruelty-free lifestyle is not only about helping animals but also about protecting our planet. With every plant-based meal, we make a positive impact, and it's something we can all contribute to. I also take a moment to appreciate the effort PETA is putting to create awareness regarding a cruelty-free living not only for our environment but also inculcating compassion in our minds to become a better human being," Deshmukh expressed, emphasizing the broader benefits and personal fulfillment derived from a vegan lifestyle. Through his influence, Deshmukh encourages others to consider the impact of their diet on animals and the environment. His active promotion of sustainable and ethical living extends beyond his culinary initiatives. Through various platforms, including social media and interviews, he inspires his audience to adopt vegan choices, further broadening the impact of his advocacy work. Sachin Bangera, Vice President of Celebrity and Public Relations at PETA India, praised Deshmukh's efforts, stating, "From his work in films to his animal rights advocacy, Riteish Deshmukh has consistently proven himself to be a compassionate superstar. By choosing kindness in every aspect of his life, Riteish is showing that the most beautiful thing about a person is how they treat others - including animals." This statement encapsulates the essence of Deshmukh's recognition by PETA India, highlighting his holistic approach to compassion that encompasses both his professional and personal life. In conclusion, Riteish Deshmukh's award from PETA India as the 'Most Beautiful Vegetarian Celebrity' of 2024 is a testament to his unwavering dedication to promoting a lifestyle that benefits both animals and the environment. His actions, both in his personal life and through his business ventures, serve as a powerful example of how individual choices can lead to broader societal changes towards a more compassionate and sustainable world.