While New Zealand seeks to tackle climate change by tackling, and taxing, cow burps, India is more focused on cow hugs, as it sought to take its relationship with the animal to the next level on a day that celebrates love.

The Animal Welfare Board of India had earlier suggested advice ‘hugging a cow’ on Valentine’s Day or what could be called ‘Cow Hug Day,’ saying it would bring ’emotional richness’ and increase ‘individual and collective happiness.’

The Animal Welfare Board in its appeal had said Vedic traditions are almost on the ‘verge of extinction’ due to the ‘progress of West culture’ and that the ‘dazzle of western civilization has made our physical culture and heritage almost forgotten.’

The appeal has now been withdrawn, even as it first sent social media into a meme-fest along with widespread criticism from people both in the country and worldwide.

According to an official statement by the Animal Welfare Board, which comes under the Animal Husbandry Ministry, the board secretary said

‘As directed by the competent authority and Ministry of Fisheries, Animal Husbandry and Dairying, the appeal issued by the Animal Welfare Board of India for celebration of Cow Hug Day on February 14 stands withdrawn.’

India has had a tetchy relationship with Valentine’s Day celebrations, which authorities dubbed cynically as the ‘moral police’ calling it a ‘western’ import.

Cases of couples celebrating Valentine’s Day getting thrashed by groups of prowling men, sometimes known as anti-Valentine’s Day squads, are common on February 14 in India, both in its rural regions and cities.

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