It is worth more in weight than diamonds or gold, which is why rhino horn is at the centre of a bloody poaching battle.
The number of wild rhinos killed in South Africa last year jumped by 21 percent with one rhino killed on average every seven hours.
South Africa's Kruger National Park is home to the majority of the world's rhinos, which makes it a prime target for poachers.
Asian demand is fuelling this with some communities in China and Vietnam believing the horn has magical medicinal powers.
So, what future do rhinos face? And why is the multi-billion-dollar poaching industry continuing to grow?
Presenter: Jane Dutton
Damien Mander - The founder of International Anti-Poaching Foundation
Lamine Sebogo - World Wide Fund for Nature International
Reina-Marie Loader - The founder of Cinema Humain
Source: Al Jazeera