“We all know that the Cow is the backbone of Indian culture and rural economy, sustains our life, and represents cattle wealth and biodiversity. It is known as “Kamdhenu” and “Gaumata” because of its nourishing nature like a mother. the giver of all providing riches to humanity,” the circular reads.

The board claims that Vedic traditions are almost on the verge of extinction due to the progress of western culture over time. Therefore, hugging cows will bring emotional richness and hence will increase our individual and collective happiness. All cow lovers may also celebrate February 14 as Cow Hug Day, the circular released on Feb 6 says.

February 14 is celebrated globally as Valentines’ Day. Rightwing extremist groups have been campaigning against it stating such celebrations are not a part of ‘Indian culture’.