In California as a 14-year-old Jas Charanjiva read a book on how the fast food industry was clearing off the Amazon forest lands to make space for cattle to graze - the cattle in turn would be used to make beef burgers.

A massive amount of water was being used to irrigate the land. It was estimated, according to the book, that cutting back on one beef burger a day would bring back two week's worth of water supply. That was when she stopped eating beef. The graphic artist who is the co-founder of Kulture Shop, a graphic artist platform and lifestyle brand, recently embarked on a personal project, on social media, to spread the word on veganism, and fight animal cruelty. Her approach towards the subject is refreshingly calm, in sharp contrast to the aggressive activism that seems to have become synonymous with  veganism and vegetarianism.