Ahead of the Valentine’s Day, the Animal Welfare Board of India on Monday urged citizens to observe February 14 as “Cow Hug Day”, describing the animal as the backbone of Indian culture.The Animal Welfare Board of India, which is under the Union Ministry of Fisheries, Animal Husbandry and Dairying, in its appeal has claimed that hugging cows will “bring emotional richness” and will “increase our individual and collective happiness”. The appeal has now received mixed reactions from Twitter users. While some spoke in favour of the idea, many said such a day will not bring about any change.

“We all know that the cow is the backbone of Indian culture and rural economy, sustains our life, represent cattle wealth and biodiversity. It is known as ‘Kamdhenu’ and ‘Gaumata’ because of its nourishing nature like mother, the giver of all providing riches to humanity,” reads the opening paragraph of the appeal signed by Secretary SK Dutta and issued on February 6.

"Vedic traditions are almost on the verge of extinction due to the progress of the west culture over time. The dazzle of western civilization has made our physical culture and heritage almost forgotten," it adds. The letter goes on to say that hugging a cow will bring 'emotional richness' which will increase our 'individual and collective happiness'.

“In view of the immense benefits of the cow, hugging [the] cow will bring emotional richness hence will increase our individual and collective happiness. Therefore, all the cow lovers may also celebrate February 14 as Cow Hug Day, keeping in mind the importance of the mother cow and making life happy and full of positive energy. This [was] issued with the approval of competent authority and on the direction of the Department of Animal Husbandry and Dairying, Ministry of Fisheries, Animal Husbandry and Dairying,” the appeal further read.

In recent years, followers of religious leader Asaram have also urged Indians to celebrate February 14 as Matri Pitru Pujan Diwas or Parents’ Worship Day.

Interestingly, cow hugging has been a trend in some Western countries for a while now.It may be mentioned in some countries like the Netherlands, “koe knuffelen” (Dutch for cow hugging) is seen as a self-care practice and is offered as a service by farm owners.Meanwhile, in Uttar Pradesh, the Gautam Budh Nagar police have imposed restrictions under Section 144 of CrPC in districts in the Noida and Greater Noida regions from February 4 to February 28 in view of Valentine's Day and Shiv Ratri.