Dairy farmers the world over might have a golden parachute available to them if India's Hindu nationalist movement's latest cow-related movement takes off.
No it's not a new style bohemian hat weaved out of cow turd pictured perched on Brad Pitt's head? Not even close. The latest is a soft drink made from cow's urine.
The drink is the newest development of the RSS (Rashtriya Swayamsevak Sangh), India's biggest and oldest Hindu nationalist group – to cleanse India of foreign influence and promote its ideology of Hindutva, or Hindu-ness.
Check it out – "gau jal" – the world's first bovine beverage.
Are they taking the piss?