• In January 2000, PETA opened a small office in Mumbai, calling India its ‘ideological home’, to encourage Indians, especially young Indians turning away from traditional vegetarian fare, to recognise the increasing popularity of vegetarianism around the world and to work toward its motto, ‘Animals are not ours to eat, wear, experiment on or use for entertainment.’ PETA’s president, Ingrid Newkirk, said the respect for animals she learned from Rabindranath Tagore’s disciples—who lectured at her school in Kodaikanal—and her experiences rescuing injured bullocks and dogs from the streets of Delhi and Simla led to her founding of PETA 20 years ago and PETA India today. PETA also launched its new Web site: www.PETAIndia.com.

• PETA began contacting Indian ambassadors and other government officials, asking for meetings and urging them to take steps toward the enforcement of the Indian Prevention of Cruelty to Animals Act. PETA’s pleas fell on deaf ears.

• On 1st February, PETA launched a worldwide leather boycott at the International Leather Fair in Chennai. The demonstration was led by a ‘cow’ carrying a sign reading, ‘Keep My Family Off Your Feet—Don’t Buy Leather.’

• In mid-February, PETA’s pleas to the government continued to be ignored. PETA’s video about India’s leather industry, featuring Pamela Anderson, was released in Italy, one of India’s largest importers of leather, showing how imported leather originated from abused cattle.

• PETA began informing top retailers, customers of Indian leather, such as Gap Inc., the US’s second-largest retailer, of the illegal treatment of Indian cattle used for the leather being sold in their shops.

• Compassionate rock diva Chrissie Hynde soon joined the campaign by interrupting the US tour of her band, The Pretenders, to hold a news conference in San Francisco regarding the hideous treatment of Indian cattle. Similar news conferences were also held in Great Britain and Germany.

• Kula Shaker rock star Crispian Mills also joined the campaign by writing to Prime Minister Vajpayee. Crispian described the cattle as ‘abused so badly, these animals are grateful when they’re dead’.

• The Independent and several other top international papers covered the plight of Indian cattle, and Prime Minister Vajpayee was soon flooded with requests from caring people and animal protection organisations all over the world asking him to enforce India’s animal transport laws.

Late 1998-1999

2000
January-February
March-April
May-June
July-August
September-October
November-December


2001
January-February
March-April
May-June
July-August
September-October
November-December