For every 10K liters of oat milk sold, Dancing Cow will save one cow from dairy industry

According to The Humane League, it's estimated that one person going vegan saves, on average, one animal per day. While that includes smaller critters like fish, it's still a significant impact for a human to have.

India's new Dancing Cow brand wants to save even more lives. For every 10,000 cartons of its Oatish milk sold, the company will rescue a cow from the dairy industry, pay its owner a fair price and bring the cow to a sanctuary near its homebase of Lucknow. Dancing Cow aims to build Uttar Pradesh's largest animal rescue shelter.

Dancing Cow soft-launched in October 2022, with a full rollout this month. Its Oatish milk is made with millet and mung beans in addition to oats for a thicker, creamier product.

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Ordering their flat white with oat milk instead of dairy has become a default for many consumers. They might choose plant-based for environmental or health concerns or just out of habit. Dancing Cow, meanwhile, is bringing animal rights back to the fore and positioning itself as an outspoken, morals-first brand.

In Dancing Cow's words: "We love cowsplaining people and are positive rebellions against a system that has brought us global warming, dairy farming, and slaughterhouses." India is both the world's largest producer and consumer of dairy milk. It's also dealing with a severe stray cow problem, resulting from the Modi government's heavy crackdowns on cow slaughter.

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For every 10,000 liters of oat milk sold, Dancing Cow will save one cow from dairy industry

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For every 10,000 liters of oat milk sold, Dancing Cow will save one cow from dairy industry

Innovation of the day