MTV stars in India are being urged to take up the 21-Day Vegan Compassion Challenge as part of a pro-vegan campaign.
MTV star Rohan Hingorani, who has been on a plant-based diet for many years, collaborated with the Federation of Indian Animal Protection Organisations (FIAPO) to promote veganism.
In the new pro-vegan campaign, Hingorani urges other MTV stars and social media influencers to take up the 21-Day Vegan Compassion Challenge, which encourages people to go vegan for 3 weeks.
“Going vegan has brought a significant positive shift in me,” said Hingorani. “I feel blessed to have discovered veganism early on in my life and I am keen to help people make the switch to a greener diet.”
“I hope that many people take up the 21 day vegan pledge and benefit from this diet.”
With the rise of the vegan movement and plant-based alternatives in India, more and more Indians are interested in going vegan.
Recently, a study found that 63% of Indians want to ditch meat in favor of plant-based food.
The country is also planning on opening a lab-grown meat facility by 2020 to offer cruelty-free options to the public despite still being made of meat.
The move was still commended by animal rights activist as the process for creating lab-grown meat is cruelty-free and environmentally friendly compared to killing animals for their meat, causing harm and producing more carbon footprint.
“This year is going to be extremely special for veganism in India, and it’s exciting to have so many supporters with us,” said FIAPO Executive Director
“The #21DayCompassionChallenge is going to be a serious topic of discussion soon, like the Ice Bucket Challenge got people talking about ALS, we hope today’s youth realizes that veganism is good for the animals, for the environment and for us,” she concluded.