Published 19:34 IST, June 24th 2021

Amul busts PETA's 'myths' about plant-based 'milk'; issues public interest advert

Amul said milk is a natural superfood and is vegetarian, while plant-based drinks contain additives like stabilisers and thickening agents while being 6x costly

Reported by: Gloria Methri
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India’s dairy giant Amul issued a public interest vertisement on Tuesday, busting myths about plant-based beverages in a bid to tell off non-profit entities that are suggesting alternatives to milk over charges of animal cruelty in dairy industry. Highlighting cultural and spiritual significance of dairy in India, Gujarat Cooperative Milk Marketing Federation, which oversees Amul, published an vertisement to present “facts” against “myths” about plant-based products.

In , Amul said milk has been an integral part of Indian lives since Harappan civilisation from 4,500 years ago. It noted that Hindu deity, Lord Krishna, caretaker of holy cow, was a well-known “milkman of India.”

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Cows are worshipped in India, so farmers can’t treat bovines with cruelty to yield milk for human consumption, pointed out. It also noted that milk is a completely natural superfood, and vegetarian, while plant-based beverages contain ditives like stabilisers and thickening agents, and also cost six times more.

Amul vs PETA

move comes nearly a month after People for Ethical Treatment of Animals (PETA) asked Amul to switch to producing vegan milk, drawing a sharp response from dairy giant. non-profit organisation asked Amul to benefit from booming vegan food and milk market.   animal body told Amul in a letter, “If you can’t beat m, join m”, pointing to rising interest in “vegan milk”. 

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Hitting back, Amul vice-chairman Valamji Humbal urged Prime Minister Narendra Modi to ban PETA India and accused it of ruining people's livelihood. He also slashed rumours of animal cruelty and said that people in India raise milch animals as family members. Maintaining that PETA's demand is a part of misinformation campaign, Humbal ded that it is an attempt to break  Indian dairy industry, saving country from importing milk and milk products.

On or hand, PETA India's CEO Dr Manilal Valliyate said Amul has shown itself to be a bully, unable to appreciate public’s concern for animals and a business that apparently cannot change despite changing consumer trends. “But no amount of bullying is going to change fact that vegan eating is taking world by storm,” he asserted.

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19:34 IST, June 24th 2021