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Despite protests by sections of animal right activists, an elephant polo match was held in India's western Jaipur on Saturday (November 18).
Activists of several animal protection groups including People for the Ethical Treatment for Animals (PETA) staged protests calling it commercial exploitation of animals.
Refuting accusations of exploitation, organisers said no brutality was inflicted on the animals.
"I am very proud of HIS (Help In Suffering) who have achieved over three years enormous welfare of the elephants. I think this event will promote world wide that elephant polo if it is to be played, it will be played without 'ankush' as you see. It's by verbal command. It's a very gentle sport, and I can tell you something, the elephants had a hell of a good time," said Mark Shand, the event organiser, a relative of Britain's Prince Charles.
Members of the royal family and Bollywood actors watched the match.
Former Indian cricket captain Mohammed Azharuddin who participated in the match along with his wife denied any act of cruelty.
"I don't think it is cruelty. We are not hurting them or misusing their tasks and ivories. This is just enjoyment, it is a game. It has been there for a long time just as horse polo. I don't think it should create any controversy," Azharuddin said.
Privileged royals and the rich have been playing the game for hundreds of years in the desert state of Rajasthan, dotted with the fading palaces of once powerful royals, and still stage regular events.
The event was organized by renowned French jeweller and watchmaker Cartier.
The PETA, backed by leading wildlife groups including the Wildlife Protection Society of India, had urged Cartier to drop from the event, involving 20 of Jaipur's 100 captive elephants, used to ferry tourists round the city's sights.
Animal rights workers say throughout the year the elephants are treated inhumanely, subjected to beatings and live in confined and squalid conditions, and the polo matches would add to their suffering.
A spokeswoman for Cartier said there was no cruelty involved in the event with the elephants only asked to amble around a field for 10 minutes. In most matches the animals are forced to run fast in hot sun.