The Indian government has urged people to set aside the ‘western’ traditions of Valentine’s Day and instead celebrate the occasion by cuddling up with the country’s sacred cows.
In a new appeal, the country’s government-run animal welfare department announced that ‘Cow Hug Day,’ a new celebration of India’s traditions, will take place on February 14.
Cows are holy within Hinduism, the majority religion in India, and are considered sacred animals across the country.
According to the government statement, hugging a cow ‘will bring emotional richness’ and ‘will increase our individual and collective happiness’, per Guardian.
In Hinduism, cows are revered as sacred and sometimes associated with motherhood. Most Indian states, including Delhi, have banned cattle slaughter.
The rebranding of Valentine’s Day comes amid the rise of Hindu nationalism, which is ‘the idea that the Hindu faith and culture should shape the state and its policies,’ per NPR.
Nilanjan Mukhopadhyay, a political analyst, tells the AP that the introduction of Cow Hug Day ‘defies logic.’
‘The unfortunate part is this has now official sanction,’ he says.
‘This shows an [erasure] of one more line between the state and religion, which is very depressing. Now the state is doing what political and religious groups have been campaigning to do.’
