What PETA India does

PETA India, legally People for the Ethical Treatment of Animals (PETA) India, is a non-profit animal rights organization registered as a charitable company under Section 25 of the Companies Act, 1956. Founded in January 2000 and headquartered in Mumbai with a registered office in New Delhi, the organization operates with approximately 75 employees and is led by Founder Ingrid Newkirk and Director Poorva Joshipura. It is part of the broader global PETA network, which collectively claims 10.4 million members and supporters, with more than 2 million in India. Its mission addresses animal cruelty across five areas: animals used for food, clothing, experimentation, entertainment, and companion animal abuse.

The organization's product and service portfolio centers on advocacy, education, and certification rather than technology. Core offerings include the PETA-Approved Vegan logo (used by 1,000+ companies), the 100% Bull-Free Sugar certification for sugar mills, the Compassionate Citizen humane education programme (endorsed by CBSE, AWBI, and Kendriya Vidyalaya Sangathan, deployed across 9+ Indian states), the Mechanical Elephant Donation Programme (28 robotic elephants donated to temples to replace live elephants in religious processions), and the Ellie animatronic elephant for school empathy visits. Supporting services include a 24/7 emergency animal rescue helpline handling approximately 1,400 calls per day in Mumbai and Delhi, an Activist Network and PETA Youth Street Team for volunteer mobilization, animal fostering and adoption services, and a free Vegan Starter Kit.

PETA India operates on a donation-driven non-profit model with three primary revenue streams: individual donations (one-time and recurring tiers from Rs 250 to Rs 5 lakh, with 50% tax benefit under Section 80G), annual membership programs (Rs 1,000 to Rs 10,000 tiers), and certification licensing (PETA-Approved Vegan logo and 100% Bull-Free certification). Its go-to-market combines community-led grassroots mobilization, event-driven celebrity-endorsed campaigns, and direct-to-consumer digital engagement across website, email, WhatsApp, and social platforms. The organization reports no external investors, no parent company, and no disclosed financial figures.

Name

PETA India

Legal name

People for the Ethical Treatment of Animals (PETA) India

Website

https://petaindia.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

PETA India is a Mumbai-based non-profit animal rights organization founded in 2000 that serves Indian supporters, businesses, and government bodies through advocacy, certification programs (PETA-Approved Vegan, 100% Bull-Free), humane education in schools, emergency animal rescue, and mechanical elephant donations to temples.

Ownership category

akta.pro rank

Product category

Animal Rights Advocacy

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Social Services (8300)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

akta.pro secondary industries

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK), Animal Shelters & Adoption Services (BPAGAIAA), Veterinary Charity Clinics & Medical Aid (BPAGAIAD)

Keywords

• Animal rights advocacy
• Animal welfare campaigns
• Cruelty-free certification
• Vegan promotion programs
• Animal rescue services

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Individual Donations: PETA India raises funds through one-time and recurring donations from individual supporters. Donation tiers range from Rs 250 to Rs 10,000 or more, with options for monthly, quarterly, or annual contributions. International donations are also accepted in multiple currencies.
2. Membership Program: Annual membership program where supporters pay membership fees (Rs 1,000 to Rs 10,000) to join the PETA India community and support animal protection activities.
3. Certification Programs: Revenue generated through certification programs including PETA-Approved Vegan logo licensing for companies and 100% Bull-Free sugar certification for sugar mills, helping consumers identify cruelty-free products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

PETA India advocates for animal rights through public campaigns against animal cruelty, vegan outreach initiatives, corporate engagement promoting cruelty-free practices, and an emergency response service for animals in distress.

Product overview

PETA India is an animal rights NGO (registered under Section 25 of the Companies Act 1956) operating primarily as a advocacy and public education organisation rather than a software product company. Its offerings consist of animal welfare programmes, certification services, and educational resources. The core portfolio includes the PETA-Approved Vegan Logo Programme (certifying vegan products across 1,000+ companies), the 100% Bull-Free Sugar Certification for ethical sugar manufacturing, the Compassionate Citizen humane education programme for schools, the Mechanical Elephant Donation Programme (28 robotic elephants donated nationwide), and the Ellie animatronic elephant for school visits. Supporting services include a Free Vegan Starter Kit, an Emergency Animal Rescue Helpline (receiving ~1,400 calls/day), an Activist Network and PETA Youth Street Team for volunteer engagement, Animal Fostering/Adoption Services, and an online Donation Platform with 80G tax benefits. All programmes operate on a charitable/non-profit model focused on animal protection, advocacy, and public education.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 350 animals rescued from Udupi animal hoarder across seven coordinated raids
• +3 more outcomes

Named customers4 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• CUPA (Compassion Unlimited Plus Action)coreStrategic or Co-development PartnerLong-term strategic partner for animal rescue operations and welfare initiatives. CUPA collaborated with PETA India and actor Richa Chadha to donate life-size mechanical elephant Neela Prabha to Shri Chayadevi Shri Shanaishwara Swamy Kshetra in Bengaluru. The partnership focuses on practical animal welfare outcomes including rescue operations and temple elephant alternatives.
• Stray Animal Foundation of India (SAFI)coreStrategic or Co-development PartnerPartner NGO for community animal protection. Joint intervention led to FIR registration against five men for beating and killing a community dog in Nellore. SAFI works with PETA India on cases involving stray animal cruelty and legal action.
• PETA UKminorGTM or Marketing PartnerInternational PETA affiliate partnership for global campaigns. Collaborated on World Kebab Day initiative with Great British Doner, where PETA UK and PETA India jointly promoted meat-free alternatives.
• PETA USminorGTM or Marketing PartnerInternational affiliate for PETA-Approved Vegan logo program. PETA India teams with PETA US to provide the logo enabling companies to highlight vegan products. Over 1,000 companies use the logo globally.
• Animal Welfare Board of IndiacoreOthersGovernment body that endorses PETA India's Compassionate Citizen programme and recognizes Honorary Animal Welfare Officers across Indian states. PETA India works within AWBI frameworks for animal welfare enforcement.
• Central Board of Secondary Education (CBSE)coreOthersNational education board that has endorsed PETA India's Compassionate Citizen humane education programme for schools. Enables curriculum integration in CBSE-affiliated schools across India.
• Kendriya Vidyalaya SangathancoreOthersGovernment organization managing Kendriya Vidyalaya schools nationwide that has endorsed Compassionate Citizen programme, facilitating implementation across its network of schools.
• NDTVminorGTM or Marketing PartnerMedia partnership for Changemakers Season 5 feature showcasing PETA India's innovative technology solutions for elephant protection. Television coverage highlighting organization's work with mechanical elephants.
• Various State Forest DepartmentscoreStrategic or Co-development PartnerPartnership with forest department authorities for wildlife rescue operations. PETA India works with support of forest authorities for wild animal cases and files complaints leading to Preliminary Offence Reports and wildlife rescue operations.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Compassion Unlimited Plus Action (CUPA): Bangalore-based animal welfare organization and PETA India's strategic partner on the mechanical elephant program. Comparable as a leading Indian animal welfare NGO delivering rescue, shelter, and sterilization services.
• Blue Cross of India: One of India's oldest animal welfare organizations (est. 1959), operating a major animal hospital, shelter, and ambulance service in Chennai. Comparable rescue, veterinary, and adoption services model.
• People for Animals (PFA): India's largest animal welfare NGO network, founded by Maneka Gandhi, running hospitals, shelters, and advocacy across the country. Directly comparable as a national Indian organization combining rescue, veterinary care, and animal protection advocacy.
• World Animal Protection (India): International animal welfare NGO active in India across disaster response for animals, farm animal welfare, and wildlife protection. Operates a comparable model combining advocacy, education, and corporate engagement in the Indian market.
• PETA US: PETA's flagship US entity, the parent affiliate that shares branding, campaigns, and the PETA-Approved Vegan logo program with PETA India. Most directly comparable as a fellow national PETA entity operating an identical advocacy, certification, and education model.
• Humane Society International (India): Global animal welfare organization with an active India program focused on dog population management, wildlife protection, and farm animal welfare. Closely comparable mission and similar combination of advocacy, education, and on-the-ground intervention.
• PETA UK: Sister PETA affiliate that collaborates with PETA India on cross-border campaigns (e.g., the Great British Doner World Kebab Day initiative). Operates the same advocacy and certification playbook in a different market.

Emerging players

• Animal Equality: International farm animal-focused advocacy organization with a growing India presence. Comparable in mission (ending animal exploitation) and digital campaign approach, though narrower in species and issue focus.
• Mercy For Animals: Global farmed animal advocacy group with expanding India operations. Comparable as a peer NGO using investigations, corporate engagement, and plant-based promotion, though with a narrower farm-animal focus than PETA India.

Broad incumbents

• Federation of Indian Animal Protection Organisations (FIAPO): India's apex animal protection umbrella body coordinating over 100 member NGOs. Comparable as a national-level advocacy and capacity-building player in the same animal welfare ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@PETAIndia
• Facebookfacebook.com/PETAIndia
• LinkedInlinkedin.com/company/officialpetaindia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PETA India