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{salutation~SC Dear First Name Friend of the Animals},

A frightened cow pulls furiously at the rope tied through his nose after hearing the shrieks of other animals being slaughtered around him. Suddenly, an unseen hand wildly swings a hammer at his head, knocking him to the floor. A second worker grabs the rope to pull the cow upright, before another four blows from a sledgehammer knock him back down on the filthy floor. The first worker slams the hammer into his head at least five more times before slitting the terrified cow's throat.

The footage of this cow's misery at a Kerala slaughterhouse shocked thousands who have watched the video online. PETA is pushing the highest levels of our government to act immediately to end the cruel – and often illegal – slaughter of cows, pigs and other animals in India.

Will you please strengthen our life-saving efforts for cows, pigs and all animals by donating generously online right now?

PETA's director of veterinary affairs, Dr Manilal Valliyate, met with the Chief Minister of Kerala shortly after that horrifying video appeared. Authorities worked with Dr Valliyate and representatives of People for Animals to draft an order against the common slaughterhouse practice of hitting animals on the head with hammers.

For more than 14 years, PETA has documented the horrific cruelty to animals who are routinely abused here in India on busy transport routes, at crowded markets and in filthy slaughterhouses such as those shown in the video.

Years of broken promises of reform by industry officials prompted us to file a lawsuit with the Supreme Court seeking the enforcement of animal welfare laws. A recent related Supreme Court order directed state and union territories to crack down on illegal, unlicensed slaughterhouses, and according to testimony, there may be some 100,000 illegal slaughterhouses that will need to be brought into compliance.

Your gift today will help ensure that we can continue to work on these important issues and will allow us to push to secure kinder treatment for all animals. PETA has kept up public pressure and mobilised thousands of activists through our eye-opening campaigns. We've made it clear that while reforms are absolutely necessary, rampant cruelty can be avoided by adopting a vegan diet and going leather-free.

It takes substantial financial resources to provide the knowledgeable lawyers and expert veterinarians necessary for critical court hearings, meetings with key officials and analysis of the various state responses in order to press the court to order the adoption and effective oversight of programmes to protect cows and all animals from the misery shown on that disturbing video. Your support is also vital to our ability to promote a cruelty-free lifestyle to the public that will benefit all animals.

Please take a moment to make a donation right now and help us do even more for animals who need our assistance.

Kind regards,


Poorva Joshipura
Chief Executive Officer

PS: Stopping cruelty as severe and widespread as this can't happen with one person alone. It will happen only after those of us who are appalled stand up and do something – when we come together and declare that it must stop. Please make a donation to PETA today and help abused and exploited animals.