CHENNAI: November 1 is celebrated a World Vegan Day . And this time, People for the Ethical Treatment of Animals ( PeTA ) India is urging people to opt for plant and nut-based milk .

The organisation has placed new billboards showing a bottle of milk labelled with the brown dot indicating “non-vegetarian food”, in seven cities. PeTA calls milk ‘ liquid beef .’ The brown dot has been put to highlight the fact that the dairy industry supplies animals to be killed by the beef industry.

In Chennai, the billboard is located at Nungambakkam. The ad will also run in Ahmedabad, Delhi, Mumbai, Hyderabad, Kolkata, and Bengaluru.

November is also celebrated as World Vegan Month. “When cows and buffaloes milk production wanes, they’re often sent to slaughter and sold as beef – so ethically, there's nothing vegetarian about a glass of milk,” says PeTA India campaigner Radhika Suryavanshi.

“This World Vegan Month, PeTA India is urging everyone to opt for delicious, creamy dairy-free milks made from soy, nuts, oats, or other plants.”

Cows and buffaloes are forcibly artificially inseminated, and their calves routinely taken away from them soon after birth so that their milk can be consumed by humans instead.

In the dairy industry, male calves are abandoned, left to starve or sold for slaughter. Female are used as milk machines until their bodies give out and then abandoned or sent to slaughter.

