https://action.wildlifesos.org/page/74446/action/1?ea.tracking.id=refusetoride
In recent days, a striking image has lingered across media platforms: Shot in Jaipur, it’s a disturbing picture of an elephant named Chanchal painted entirely in pink, with a model sitting on her back. At first glance, it appears whimsical. Almost surreal but look a little closer and you see an animal the size of a giant standing petrified like a prop. Viewers, including animal rights activists, expressed anger and questioned how exploitation of these gentle beings continues in the name of tourism and spectacle.
Then came another blow: The elephant’s owner said that approximately 70-year-old Chanchal had unfortunately died in February 2026 “due to old age”. This statement itself raised another bunch of red flags. Was this just another mask to cover-up for elephants like Chanchal who were constantly carrying the weight of tourists on their backs, which was slowly but surely wearing down their bodies?
Placed side by side, the viral spectacle and the reporting of her death are difficult to separate. The photoshoot exposed the reality of elephants whose lives are shaped not by choice, but by constant abuse and mistreatment. For years, she remained part of the city’s tourism economy, walking long hours, carrying people on a saddle and existing within a system that rarely prioritised her wellbeing.
Elephant rides in cities like Jaipur are often framed as cultural experiences. The imagery is familiar and seemingly normal for most Indians and tourists alike: decorated elephants, heritage backdrops, and the promise of something “authentic”. However, none of that is natural for the elephant, no matter how historically accurate it may seem.
At the centre of dominating elephants is phajaan, a ruthless process of traumatising them to such an extent that their spirits are broken. Young elephants are separated from their mothers, restrained, confined, and subjected to repeated torment until resistance becomes pointless. They are not trained, they are broken. They don’t learn obedience, they learn that the only way to survive is a quiet, fearful acceptance of a life where pain follows defiance, every single time. The ones that don’t submit eventually die from the torture.
In this context, Chanchal’s viral images take on a different meaning. An elephant standing motionless while being painted may appear calm, but it is often displaying years of acquired helplessness. The physical toll of such a life is severe as well. Captive elephants in tourism hubs frequently suffer from chronic foot ailments due to prolonged standing on hard surfaces, joint degeneration from carrying excessive weight, and stress-related conditions that remain largely unaddressed.
Infographic (c) Wildlife SOS
Organisations such as Wildlife SOS have repeatedly highlighted these concerns through both advocacy and on-ground intervention. Our Refuse to Ride campaign calls on tourists to reconsider participation in elephant rides altogether, as exploitation does not survive in isolation. It survives through demand.
Perhaps a silver lining in this incident is that the public response suggests that perceptions are beginning to shift. The discomfort is no longer silent, and the outrage is becoming harder to ignore. Unfortunately, though, awareness alone is not enough.
Chanchal’s story leaves behind an urgent and uncomfortable question, not just about what happened to her, but about what we continue to allow.
Because every elephant ride taken, every photograph posed for, every moment of passive participation keeps phajaan alive.
Elephants are not props, nor are they passive participants in such interactions. They are individuals with complex physical and emotional needs, needs that are fundamentally
If Chanchal’s story has moved us, then that discomfort must translate into action. It must lead us to refuse the ride, to walk away from the spectacle, and to recognise the cost behind these experiences.
Chanchal died after a lifetime of being abused and if countries like Indonesia, which share so much history and tradition with India, can choose to ban the practice of elephant rides in 2026, why can’t we?
Feature image: Julia Buruleva
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