In June 2024, a PETA India supporter, dressed as an “Ice Queen”, handed out free scoops of vegan ice cream to provide relief to passers-by during the scorching heat wave in Ahmedabad, the largest city in the state of Gujarat, India. The activist dressed in metallic blue wore a spiky tiara, and held a snowflake-shaped placard with the message “Beat the Heat With Dairy-Free Treats!” She encouraged people to try the vegan chocolate ice cream from the classic brand Keventers

The event allowed the activist to explain to passers-by the cruelty of the dairy industry, and its connection with the meat industry, as in India the dairy sector often supplies the meat industry with cattle to kill, which is something that may be shocking to some Hindus who consider cows sacred. 

The majority of Indians suffer from health problems due to allergies to cows’ milk, so the Indian market for vegan milks, ice creams, yoghurts, and other non-dairy products is projected to reach US$175 million by 2027. A Credit Suisse Research Institute survey revealed that the younger generations in the country are more likely to buy sustainable items, which explains why a growing number of businesses in India are responding with vegan products.

Despite the fact that the company also sells animal products, PETA India awarded Keventers a Best Vegan Ice Cream award in March 2023 for its first ice cream made from coconut milk. Agastya Dalmia, founder and CEO of Keventers, said, “Keventers values innovation and creativity, and so we’re delighted that we have impressed PETA India with our very first range of vegan scoops. As the market for vegan food grows, Keventers is meeting the demand and delivering the top-notch quality our customers love. The new range will be available at selected Keventers stores across India.”

For free vegan tips and recipes, head over to Challenge 22: https://bit.ly/VeganFTA22

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.