‘Are You Wearing My Mom?’ PETA India’s New Realistic-Looking AI Robot Calf Confronts Pune Shoppers Ahead of Mother’s Day

For Immediate Release:

7 May 2026

Contact: 

Utkarsh Garg; [email protected]     

Sanskriti Bansore; [email protected]   

Pune — On Friday, ahead of Mother’s Day (10 May), People for the Ethical Treatment of Animals India (PETA India) will bring its AI-powered robot calf, Jeev, to FC Road in Pune to engage leather-clad shoppers with the poignant question, “Are you wearing my mother?” The realistic-looking robot calf, which features a state-of-the-art 3D-printed head, will highlight how mother cows, buffaloes and calves suffer for leather and will also break into a celebratory dance whenever someone proclaims they’re wearing shoes, clothing, or accessories that are animal-free.

When:             8 May 2026, 11:00 am sharp

Where:           In Front of the Westside Store, FC Road, Pune 411005

“Every leather handbag, jacket, and pair of shoes is the skin taken from a thinking, feeling being who suffered a terrifying and violent death,” says PETA India Lead, Campaigns and Creative Projects, Utkarsh Garg. “PETA India urges shoppers to honour all mothers—including cows—by choosing vegan materials widely available today.”

Cows have friends, hold grudges against those who hurt them, and mourn when they’re separated from each other. Yet, when their milk production wanes, cows and buffaloes are often crammed into vehicles in such large numbers that their bones break for leather. 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. Male calves are also often slaughtered or left to starve and used for leather since they cannot produce milk.

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.

PETA India – whose motto reads, in part, that “animals are not ours to wear” – opposes speciesism, a human-supremacist worldview. For more information, please visit PETAIndia.com or follow PETA India on X, Facebook, or Instagram.

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