Acharya Prashant states that companies like Licious are now using children in their TV advertisements to entice people to eat meat. He points out that Indians' favorite film actors are working in the advertisements for these companies, and these ads are being shown in every home, across all communities, throughout the year. This indicates that the entire society has given its approval to the killing of animals, as if to say, "Go ahead, kill the animals. We are concerned with our taste, so we will kill." The speaker expresses concern that the coming time is such that the current generation is eating meat as if it were a staple like lentils and rice. He refers to the company Licious, whose advertisements feature two small, innocent children. He says that these children's mouths are being tainted with blood, encouraging them to chew meat. The meat, which comes from the cruel slaughter of animals, is not shown in its true form. Instead, it is packaged and presented as a delicious spread to be applied on bread or roti, concealing the murder, cruelty, and exploitation involved. He questions the future of India, the world, animals, the environment, humanity, and spirituality when children aged five to seven are being introduced to such eating habits. Acharya Prashant explains that this has happened because we have handed over our culture to capital. Since India's economy was opened to the world in 1991, international capital has entered the country. When capital comes, it wants people to buy its products. He notes that in India, consumption has never been a very big thing. Even when India was a 'golden bird' and contributed about a quarter of the world's GDP, it was not a consumerist nation. Today, an effort is being made to make India consumerist because companies cannot profit unless people consume. To achieve this, the spiritual values of the people are being destroyed. This entire generation has been turned into a generation of consumers who know nothing but consumption. He observes that the consumption of meat and alcohol in India have increased in a perfectly correlated manner over the last 20 years. He concludes that to sell an inferior product, it is necessary to create an inferior buyer, and this is being done by destroying the spiritual fabric of the nation.
