Norfolk, Virginia, USA: Indian American advocate Poorva Joshipura has been appointed as the inaugural president of PETA International, a landmark achievement for the global animal rights movement.

Raised in Suffolk, Joshipura has dedicated more than 25 years to advancing animal welfare. In her new position, she will oversee PETA’s initiatives across Europe, Asia, and parts of the Middle East, guiding the organization’s strategy and outreach.

Recalling the moment that shaped her lifelong commitment, Joshipura said, “Years ago, while filming inside a slaughterhouse, I saw a terrified calf lying on the floor, awaiting death for leather production. That encounter pushed me to promise my life to animal liberation. For over two decades at PETA, whether as an undercover investigator or leading international campaigns, I’ve worked to fulfill that promise.”

PETA founder Ingrid Newkirk praised the appointment, calling Joshipura “a driving force for animal freedom, whose dedication and determination have been crucial in expanding our global mission.”

As president, Joshipura stated she intends to focus on technological and scientific innovations to minimize animal exploitation. “It’s an honor to play a role in shaping the worldwide future of animal liberation,” she said. “I aim to leverage technology for animal protection, apply cultural insight to advance compassion, and reinforce the truth that our treatment of animals defines humanity.”

Born in the United States to parents from Gujarat, India, Joshipura graduated magna cum laude in psychology from Old Dominion University. She began volunteering for PETA in her teens and officially joined as an intern in 1999 at the organization’s Norfolk, Virginia headquarters. By 23, she was already working as a research associate at PETA US.

Her career has spanned major leadership roles, including Director of PETA UK, Senior Vice President of International Affairs at PETA Foundation UK, and CEO of PETA India.

Joshipura’s activism has taken her worldwide—from protesting at a New York fashion show against fur, to leading demonstrations in Nairobi and Delhi, and playing a part in the Indian Supreme Court’s ban on the use of bulls for entertainment. As recently as last month, she staged a protest in Delhi, highlighting the suffering of animals in laboratories supplying clients across North America.

Her influence includes persuading Mercedes-Benz to introduce leather-free interiors, stopping animal testing programs in Europe and India, and helping eliminate horse-drawn carriages in Petra and Mumbai.

She has also authored two books: For a Moment of Taste, exposing animal cruelty in India’s food industry, and Survival at Stake, which examines the link between animal exploitation and human survival.