Cowed By The Peta Attack
What does fashion guru Oscar De La Renta have in common with the Indian Council for Leather Exporters? That's easy. They've both been attacked by the fanatical activists of the animal rights gro-up Peta (People for the Ethical Trea-tment of Animals). In February, Peta's animal warriors held up placa-rds at De La Renta's spring collect-ion to protest about the return of fur after years in the cold. "Oscar De La Renta: Fur Pimp," said the placards.
Fur, cows and milk are all high on Peta's multi-pronged agenda this season. In March, Peta went on the offensive on US campuses. A deliberately provocative series of advertisements suggested that students would be better off drinking beer rather than milk. "Wipe off those milk moustaches and replace them with foam," said the attention-getting advertisements.
Peta claimed that its advertisements were backed by new research. And what did the research prove?: that beer offered better fibre, fewer calories and less cholesterol than milk. As an added publicity stunt, the organisation also gave away bottle-openers shaped like beer bottles. "Colleges have been busy banning kegs from the campus. But, we say ditch the diary and not the beer!" said one Peta spokesman colourfully.
It isn't hard to imagine the response to Peta's anti-milk campaign. The Dairy Farmers of America denounced its campaign and so did parents and the anti-alcohol lobby. "This juvenile gimmick reflects a gross lack of judgment," said one organisation that is on Peta's side. The "Got Beer" campaign ended in the scrapheap after a few weeks of enraged protests. In New England it was replaced by billboards showing a Moses-like figures with arm outstretched saying: "I said `Thou shalt not kill' Go vegetarian."
Peta has sponsored many dotty, lost causes during the last few years. One such was its protest on behalf of scalded silkworms which, it were ill-treated by silk manufacturers. This heated battle was killed by public indifference to the fate of unhappy silkworms. Which probably proves that it is easier to campaign for whales, dolphins, elephants and other animals that are easier to love.
Why has Peta suddenly switched its attention to India and Indian cows? It isn't only because Indian cows and abused and palpably unhappy with their impoverished lot. The real reason is because Peta hopes to build up anti-leather sentiment worldwide. It has dumped leather shoes at Indian high commissions and embassies around the world. "Leather seems an impossible battle but I am confident. If you give people the option to be cruel or kind, most will opt for kindness," says one spokesman
So, India becomes a convenient target. Ironically, Peta also benefits by attacking a poor, distant country. Now, it can correct its reputation of being anti-rich. "The protests in recent years don't seem motivated by the suffering of animals alone. Their rage seems to also be about who has money and who doesn't," said one commentator.
However, they may be starting in the wrong country. India is a sizeable player but it is still a long way from the top. Around 11,000 tonnes of leather enters Britain annually and only about 430 tonnes comes from India. Similarly, India is the seventh largest leather importer in value terms.
Peta is good at starting high profile campaign, but can it sustain them? The fact is that Peta, in the final analysis, hasn't had much impact. After a big dip, the trappers are out and the fur trade is bigger than ever before. Fur sales are up by 10 per cent from $1.21 billion.
What should Indian leather exporters do about the Peta campaign? The answer is take it very seriously. After years at the barricades, Peta has a well-oiled public relations machine and shouldn't be taken lightly. In the long run, their influence is negligible, but in the short-haul they can be deadly.
Clark's Shoes in Britain, has been asked to stop buying Indian leather though it itself doesn't want to stop drop its longstanding suppliers. But, they are afraid of the consequences and are demanding a clean up. Leather exporters should lead the way and ensure that some degree of humanity is shown to animals. That is the best way to keep Peta off everyone's backs.