Hug for my Valentine (cow): Celebrate February 14 as cow hug day, says Animal Welfare Board

The Animal Welfare Board of India appealed to all "cow lovers" to celebrate February 14 as 'cow hug day'.

In a recent letter, the board said cow is the backbone of Indian culture and rural economy, sustains life, and represents cattle wealth and biodiversity. The letter, with the subject line 'Celebrate the 'Cow Hug day' on 14-February', read: "It (cow) is known as "Kamdhenu" and "Gaumata" because of its nourishing nature like mother, the giver of all providing riches to humanity."

Claiming that Vedic traditions are on the verge of extinction because of Western culture, the board said, "The dazzle of western civilization has made out physical culture and heritage almost forgotten."

The board said hugging a cow will "bring emotional richness" and increase "individual and collective happiness." "Therefore, all the cow lovers may also celebrate February 14 as Cow Hug day keeping in mind the importance of mother cow and make life happy and full of positive energy."

While the board may claim that the Western values are causing erosion of the Indian value system, 'cow hugging' (Koe Knuffelen) is now a trend in the Netherlands as it is supposed to lead to reduced stress and positivity. This practice is reportedly backed by a 2007 study by Applied Animal Behaviour Science which found that the participants in the study experienced lower heart rates and relaxation due to the release of oxytocin.