Since 2004, media and public opinion in Assam (India) have focused on increasing instances of poaching of rhinoceros for their horns and presence of Bengali‐speaking Muslim peasants, especially in and around the iconic Kaziranga National Park. From hastily made digital films, to anti‐poaching motifs at Durga Puja pandals, the plight of the rhinoceros has occupied an important position in an acrimonious political discourse on Assamese culture. The innocence and dignity attributed to the animal stands in marked contrast to the lack of discussion on the large numbers of young men who have been killed in anti‐poaching campaigns by the state. This article looks at the interstices of class, culture and commerce in an attempt to understand the popular deification of the rhinoceros and implications of the developmental discourse that seeks to put people and rhino in their “rightful” place.