World Milk Day PETA India Billboard Asks “If You Wouldn’t Drink Dogs’ Milk, Why Drink The Milk Of Any Other Species?”

Ahead of World Milk Day (1 June), PETA India has unveiled a bold and provocative vegan billboard in Ahmedabad, Bengaluru, Bhopal, Chennai, Mumbai, and Noida featuring the message: “If You Wouldn’t Drink Dogs’ Milk, Why Drink the Milk of Any Other Species?” The ad was blocked by local site vendors in Anand who refused to place it near Amul—a company PETA India has urged to consider getting into the plant-milk and vegan food products space—as dairy giants like Danone, Nestlé, India’s NOTO and numerous others have done.  

The Noida billboard is located at New Kondli, Kondli, East Delhi, Delhi, 110096.

The Mumbai billboard is located on Aarey Flyover, Aarey Road, Shreyas Colony, near Aarey Milk Colony, Goregaon, Mumbai, Maharashtra 400063.

The Chennai billboard is located at OMR Road, Kazhipattur, Chennai, Tamil Nadu, 603103.

The Bhopal billboard is located at Rani Kamlapati Station Entry / Exit, ISBT – Habibganj Naka Road, Bhopal, 462016.

The Bengaluru billboard is located at Bannerghatta Road, Hombegowda Nagar, Bengaluru, Karnataka, 560029.

The Ahmedabad billboard is located at Krishnakunj Society, Maninagar, Ahmedabad, Gujarat, 380008.

There’s nothing natural about forcefully impregnating cows and buffaloes, stealing their babies, and consuming the milk meant for their young. PETA India’s billboard makes the simple point that people who are disgusted by the idea of drinking dogs’ milk should question why they consider it acceptable to consume another animal’s milk and go vegan. 

In India, the dairy sector is the primary supplier of cattle to the beef industry. Today, most cows and buffaloes used for dairy are raised in a factory-like environment and artificially inseminated (that is, raped when workers insert an arm into the rectum and a metal rod carrying bull semen into the vagina). Male calves, who are of no value to the dairy business, are typically cast out to starve. Others are sold to be killed for their flesh and skin, while females are sentenced to the same fate as their mothers: they’re used as milk machines until their bodies give out, at which point many are abandoned or slaughtered for cheap meat. 

In addition to cruelty, consuming dairy is detrimental to human health. Seventy-five per cent of the global population – including most Indians – are lactose intolerant. Bovine milk is high in fat, a common allergen, and is linked to various illnesses such as obesity, diabetes and certain types of cancers.  

Good Food Institute India states the following about milk made from plants instead of animals: “Valued at INR 250 crores in 2021, the broader plant-based dairy category in India is projected to reach INR 891 crores by 2025 and could expand to anywhere between INR 4,827 crores and INR 10,625 crores by 2030. This growth is complemented by an export potential of INR 459 crores to INR 1,889 crores by 2030. The category includes over 45 brands and 223 SKUs ranging from alternatives to milk and yoghurt to butter, cheese, and more, and is the most developed in the plant-based food market.”