With AI-Powered Robot Calf, Jeev & Innovation in Vegan Fashion, PETA India Calls for Animal-Friendly Fashion at ET Retail Shop FWD Summit 2026
As the supporting partner of the ET Retail Shop FWD Summit 2026, PETA India encouraged fashion industry leaders to embrace innovative vegan materials that spare animals used and harmed for fashion, reduce environmental impact, and meet the growing demand from compassionate consumers through its showcase of cruelty-free brands, plant-derived materials and AI powered robot calf, Jeev.
Engaging visitors in meaningful conversations about the leather industry, PETA India’s AI-powered robot calf, Jeev, enlightened attendees about the immense suffering animals endure for leather and reminded them that animals are not bags, belts, shoes, or accessories but living, feeling individuals who want to live as much as humans do.
PETA India’s stall spotlighted stylish and prominent vegan fashion brands and next-generation plant-derived materials like Anita Dongre, Raabta by Rahul, Joon Blu, Jiwya, Vyakti India, Faborg, Roar for Good, Greensole, La Baggio, Sol’eart Fashion, Weaving Vibes, Eori x Pytan, Recore, Kavak Bio, Terratan Bio, Faborange, Ahim, Hand an yarns, Banhide, Malai, and more that prove fashion can be luxurious, sustainable, and kind to all living beings.
PETA India Director of Corporate Affairs Ashima Kukreja participated in a panel discussion titled “From Storytelling to Storyliving: Designing Brand Experiences That Convert.” During the discussion, she highlighted how Gen Z and future consumers increasingly look beyond marketing claims and expect brands to demonstrate genuine ethics and sustainability through responsible sourcing and transparent business practices, which must be reflected in the materials they use and the processes they adopt. Discussing the tremendous opportunity for innovation in India, pointing to the growing availability of plant-based materials and the pioneering efforts of research institutions helping advance sustainable alternatives with innovations in vegan materials made from mushrooms, pineapple leaves, coconut waste, mango waste, rice, banana fibres, cactus, sugarcane bagasse, and more, encouraging fashion industry leaders to switch to the luxurious, ultramodern vegan materials that today’s compassionate consumers demand and how India’s thriving agricultural sector can help drive the development of sustainable, animal-friendly alternatives to leather.
The stall also featured information on the globally recognised “PETA-Approved Vegan” certification, enabling businesses to learn how they can showcase their commitment to animal-friendly fashion. Attendees also viewed a powerful video featuring actor Karishma Tanna, which revealed the cruelty animals endure in the leather industry and encouraged consumers to choose compassionate alternatives.
Cows have friends, hold grudges against those who hurt them, and mourn when they’re separated from each other. Yet cows and buffaloes used for leather are often crammed into vehicles in such large numbers that their bones break. Those who survive the gruelling journey to the slaughterhouse endure agonising deaths: their throats are cut in full view of other animals, and many are dismembered while they’re still conscious.
Leather production also destroys the planet, as turning animals’ skin into leather uses harsh chemicals like chromium, which poison waterways and are toxic to human tannery workers.
Vegan leather and other animal-friendly options are available nationwide in nearly all major clothing and shoe shops. The global “PETA-Approved Vegan” certification authenticates clothing, handbags, shoes, accessories, furniture, and home decor items made from vegan materials. Over 1,000 companies worldwide are using the “PETA-Approved Vegan” logo to enable socially conscious consumers in India and elsewhere to identify vegan products at a glance while shopping.
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