New Delhi April 14, 2017: The Federation of Indian Animal Protection Organisations (FIAPO) on Friday launched a campaign against reported cruelty in dairies by showing some shocking pictures through virtual reality.

The NGO, which promotes veganism, offers experience of virtual reality to consumers with an aim to sensitise people and consumers towards the unseen cruelty to dairy cattle.

"The #DontGetMilked Campaign strives to educate people about the cruelty towards animals in the dairy industry. It aims to help people make informed choices about the food that they eat and the benefits of a compassionate and plant-based diet," Swati Poddar from FIAPO told IANS.

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Asked if they are against the dairy or animal raising, FIAPO worker said: "It's fine till no cruelty is involved."

The campaign is bring to people the lesser known facts about the dairy industry where animals are often subjected to cruelty through untreated wounds, no vaccinations, artificial insemination and "Khalbaccha" (a makeshift calf).

Khalbaccha is a technique where a buffalo calf is killed and its head is stuffed with the straw to create a dummy. The dummy is hanged around the buffaloes who by getting smell of their child produce milk.

"Cows are considered sacred so they are not killed but the cruelty continues for buffaloes… Dairy animals are often subjected to cruelty," Poddar added.

After Delhi, the FIAPO will hold the virtual reality sessions at Pune, Mumbai, Hyderabad, Chennai, Lucknow and Bengaluru. (IANS)