“We all know that the Cow is the backbone of Indian culture and rural economy, sustains our life, represent cattle wealth and biodiversity. It is known as ‘Kamdhenu’ and ‘Gaumata’ because of its nourishing nature like mother, the giver of all providing riches to humanity,” said the Board in an appeal issued on February 6.

The board stressed the extinction of Vedic traditions brought on by the “impact of western culture” over time and said, “Due to the progress of western culture over time. The dazzle of western civilization has made our physical culture and heritage almost forgotten.”

“Hugging with cow will bring emotional richness and hence will increase our individual and collective happiness,” claimed the Animal Welfare Board.

“Therefore, all cow lovers may also celebrate February 14 as Cow Hug day keeping in mind the importance of mother cows and making life happy and full of positive energy,” it said.

Cow snuggling is actually a trend in some Western nations, despite the Board’s assertion that doing so is in some way a rejection of Western culture. Dutch for cow hugging, “koe knuffelen” has been promoted as a form of self-care in the Netherlands and is a service provided by farmers.