To witness the exponential demand of cow urine for religious purposes, to "kill negative energy" or for cow urine therapy, one only needs to go to the nearby grocery store, where you are sure to find bottles of cow urine tucked away in the shelves, along with juices and nutritional drinks. Keeping in tandem with the rising demand, cow urine is being sold for upto Rs 30 per litre in Rajasthan. As mentioned in a report in Times of India, cow urine is fetching dairy farmers more than what they get for milk. Urine of high-breed cows such as Gir and Tharparkar is being sold at Rs 15-Rs 30 per litre, while a litre of milk only gets them something between Rs 22 and Rs 25.