With more people turning vegan, there is high demand for vegan food and beverages. Considering the growing demand for milk alternatives, People for the Ethical Treatment of Animals (PETA) India has written a letter to Amul, an Indian dairy cooperative society, suggesting it to switch to producing the creamy dairy-free milk that today's consumers want. We would again like to encourage Amul to benefit from the booming vegan food and milk market, instead of wasting resources trying to fight the demand for plant-based products that is only growing. Other companies are responding to market changes, and Amul can, too, PETA India said in the letter to Amul Managing Director R.S. Sodhi, as quoted by IANS. PETA noted that major dairy companies around the world – such as Nestle, Epigamia, Chobani, Danone, and Yoplait - are now investing in non-dairy options.