Jaipur. In the days following Earth Day, youth activists across 20 cities in India have taken to the streets to raise awareness about the environmental and ethical implications of the country’s dairy sector—the largest milk producer in the world. In Jaipur, advocates staged a public installation at Patrika Gate, drawing attention to dairy’s environmental footprint and its often-overlooked connection to the beef industry.
The campaign emphasizes the message that “milk and beef come from the same animal,” urging citizens to reflect on the lifecycle of dairy animals and their eventual entry into beef supply chains. Activists highlighted that public discourse in India has long avoided this connection, but awareness is now growing, especially among younger generations.
A viral Instagram reel by Animal Save India featuring a clip from the popular show Kaun Banega Crorepati—hosted by Amitabh Bachchan—has further fueled the conversation. In the clip, a contestant discusses the fate of dairy animals, prompting a visible reaction from Bachchan. The video has garnered over 1.2 billion views and 6.5 million likes, becoming one of the most widely viewed reels globally. Bachchan later echoed the sentiment, noting that the milk produced by a cow is meant for her calf, not for human consumption.
The installation also sheds light on the environmental cost of dairy production. Activists pointed out that producing one litre of milk in India requires approximately 1,078 litres of water, placing a heavy burden on groundwater resources—especially in states like Rajasthan, Uttar Pradesh, Karnataka, Madhya Pradesh, and Punjab, where water stress is already a pressing concern.
Additionally, methane emissions from livestock are a significant contributor to near-term global warming. India is estimated to emit around 12.7 million tonnes of methane annually, with dairy and beef sectors being closely interconnected. Once cows and buffaloes stop producing milk, many are often redirected into beef supply chains, reinforcing the link between the two industries.
Speaking on the issue, Archit Jain, an animal rights advocate from Jaipur, said that despite dairy’s central role in everyday diets, its climate impact remains widely misunderstood. He stressed that as water scarcity intensifies, there is an urgent need to rethink food systems and address the ethical and environmental challenges associated with them.
The movement calls on policymakers, institutions, and industry stakeholders to take responsibility and respond to the growing concerns around sustainability, climate change, and animal welfare in India’s food systems.