Not Just Humans: Nationwide Mother’s Day Campaign Highlights the ‘Hidden Mothers’ of India’s Dairy Industry
Nationwide, India — This Mother’s Day week, activists in Delhi, Mumbai, Thane, Patna, Ahmedabad, Bangalore, Gurgaon, Faridabad and many key cities are launching a nationwide demonstration to challenge the traditional definition of motherhood and start conversations around animal rights and ethics in the animal agriculture industry. Organized by Animal Save India and World Vegan Vision, the "Mothers are Mothers" campaign aims to ignite a national conversation around animal rights and the ethical concerns in the functioning of dairy and meat industries.
The campaign uses provocative street theatre to bridge the gap between digital discourse and physical reality. Inspired by the massive engagement with a viral reel - organisers are staging live simulations of the dairy industry's ‘forced separation’ process. These performances aim to show the public that the grief of a mother losing her child is not a feeling unique to humans and that the mother and child of every species feel this pain equally when separated.
The campaign comes to life on the heels of a viral digital movement sparked by Bollywood icon Amitabh Bachchan, whose reflections on dairy ethics have amassed over 160 crore views on Instagram. In the viral video, he reflects on the idea that a cow produces milk for her calf, not for humans - a statement that ignited widespread discussion across India about dairy, ethics, and compassion.
Speaking about the initiative, Aprajita Ashish, Director of Animal Climate and Health Save Foundation and World Vegan Vision said,
“We are seeing a massive cultural shift in how India views its plate. The billion-plus views on Mr. Bachchan’s video prove that people are ready for this conversation. Our demonstrations in cities like Mumbai, Bangalore, and Delhi are simply giving a voice to the millions of ‘hiddenmothers’ in the dairy and meat industries who suffer in silence every day. We are raising children in a world where breaking animal families has been normalized as ‘food’ and ‘tradition.’ This is a reminder that animals are not products; they are mothers, babies, and families who feel fear, loss, and love just like we do.”
Through emotionally charged performances, activists depict the reality faced by cows, goats, pigs, and chickens, where newborns are frequently separated from their mothers shortly after birth. Participants carry placards with messages such as “Every Baby Deserves Their Mother” and “A Mother’s Tears Look The Same In Every Species,” inviting passersby to reflect on the universal nature of maternal bonds.
The campaign calls on the public to expand the concept of Ahimsa by adopting a vegan lifestyle. Organisers argue that if separating a human mother from her child is universally viewed as heartbreaking, the same empathy should be extended to other species that are exploited for byproducts for human consumption.
The demonstrations will continue across several major Indian cities throughout the week, featuring participation from students, activists, and citizens advocating for non-violence and animal protection.
Notes to Editors:
About Animal Climate and Health Save Foundation: Animal Climate and Health Save Foundation (Animal Save India) is a registered Section 8 non-profit building a social justice movement across India. We work to reverse climate change, reforest the Earth, abolish animal exploitation, and promote plant-based living. Guided by the principles of non-violence and compassion, our mission is to inspire moral responsibility toward fellow sentient beings and foster sustainable, eco-friendly lifestyles. Learn more at www.animalsaveindia.org
About World Vegan Vision: Founded in 1992 by Mr. H. K. Shah and Mrs. Malti Shah, World Vegan Vision is a non-profit organization dedicated to promoting a vegan lifestyle. Under the leadership of Mr. Shah, an inspiring 94-year-old vegan visionary and advocate. Born in Long Island, NY, and now headquartered in New Jersey, World Vegan Vision has expanded its reach with active chapters in both the U.S. and India. Learn more at www.worldveganvision.org
Visual Assets: High-resolution photographs of the street theatre performances, video clips of the demonstrations, and a link to the viral Amitabh Bachchan reel are available for media use.
Spokesperson Interviews:Aprajita Ashish is available for television, radio, and print interviews.
Contact:
Aprajita Ashish
Founder and Director, Animal Climate and Health Save Foundation
Director, World Vegan Vision
aprajita@animalsaveindia.org
