Bengaluru: The situation of water crisis in India has led People for the Ethical Treatment of Animals (PETA) India to erect a brand-new billboard on the Electronic City Flyover in Bengaluru. “Raising animals for meat, eggs, and milk uses up 1/3 of the world’s fresh water. Go vegan,” is the message on the hoarding.

The message is based on the findings presented in a paper published by the renowned journal Proceedings of the National Academy of Sciences of the United States of America.

“The meat, egg and dairy industries are sucking our country dry,” says PETA India vegan outreach coordinator, Dr Kiran Ahuja. “PETA India’s billboard makes the simple point that each one of us can help combat water waste by choosing earth-friendly vegan meals.”

Between watering the crops that farm animals eat, providing billions of animals with drinking water each year and cleaning away filth from farms, lorries and slaughterhouses, the animal agriculture industry puts a serious strain on the world’s water supply.

According to the Water Footprint Network, it takes just 322 litres of water to produce one kilogram of vegetables. But it takes 1, 020 litres of water to produce one litre of cow’s milk, 3,265 litres to produce one kilogram of eggs and 15,415 litres to produce one kilogram of beef.

According to the findings, the meat, egg and dairy industry uses one-third of the world’s cropland, which could be used to grow food for hungry humans. The land is instead used to cultivate crops that breed animals deliberately raised to be used and killed, a PETA media release stated, adding that animal agriculture is responsible for more emissions of greenhouse gases than the transportation sector worldwide.

More billboards have been placed or will go up in several other cities including Chennai, Delhi and Hyderabad. These are among the 21 cities expected to have zero groundwater by 2020.