New Delhi: In light of an alarming rise in cases of cruelty towards community dogs and the people who care for them, People for the Ethical Treatment of Animals (PETA) India has stepped up its campaign for compassion in Delhi-NCR. The organisation has unveiled striking billboards across the capital, each carrying an emotional plea to residents; protect the city’s street dogs and remember that they are “born-and-raised Delhiites, too.”
The initiative comes after a string of unsettling incidents where defenceless animals and their feeders have been subjected to abuse. PETA India exclusively informed News9 that the billboards are not just about awareness but also about changing mindsets in a city where thousands of dogs live on the streets and rely on human kindness for survival.
(Image: Special arrangement/ PETA India)
“Community dogs are naturally intelligent and sensitive and they are just trying to survive in the city, just as we are. They deserve kindness as much as our human neighbours do,” said Shaurya Agrawal, Advocacy Associate at PETA India. “PETA India urges the public to watch out for canine members of our society and to report any cruelty immediately to PETA India or other animal protection NGO and the police,” he told News9.
PETA India highlights urgent need for empathy
In an information exclusively shared with News9, the organisation has stressed that the recent spate of attacks on dogs and their feeders highlights the urgent need for empathy, alongside stricter enforcement of animal welfare laws. Authorities, it says, must ensure proper implementation of sterilisation drives under the Animal Birth Control (ABC) Rules, 2023, so that the street dog population can be managed in a humane and sustainable way.
Beyond street welfare, PETA India is also pressing for the closure of unregistered pet shops and illegal breeders. The NGO continues to encourage families to adopt dogs instead of purchasing them, noting that city shelters are already overcrowded. Each time a puppy is bought, another stray or abandoned animal loses the chance of a loving home.
Learning the art of ‘coexistence’
The charity further recommends that pet guardians sterilise their own animals, which helps prevent unwanted litters and increases the chances of shelter dogs being adopted.
By addressing overpopulation responsibly and fostering compassion, PETA India believes Delhi can become a safer and more humane city, one where both its human and canine residents are able to coexist with dignity and care.