Facts

• The government-run Animal Welfare Board of India is encouraging citizens to mark Valentine's Day as "Cow Hug Day" to promote Hindu values, saying on Wednesday that it will "bring emotional richness and increase individual and collective happiness."
• As India's economy has liberalized over the past decade, young people have increasingly celebrated Valentine's Day, Feb. 14, through romantic gestures like giving flowers, teddy bears, and heart-shaped gifts.
• Due to the "progress of 'West' culture over time," the Board says Hindu traditions are "almost on the verge of extinction." However, the board added that "it's just an appeal to cow lovers" and that it hasn't "planned any special event around it."
• The Board also emphasized that the policy has been approved by India's multiple animal welfare departments. It also follows the state of Haryana's Chief Minister's directive last year to have "at least one hospital in each district of the state for timely treatment and care of stray cows injured in road accidents."
• The cow is a highly polarising and political animal in India. Considered a sacred animal in Hinduism, cow slaughter is banned in most Indian states, leading to frequent clashes erupting between Muslims and Hindus.