The Great Indian Bustard (GIB; Ardeotis nigriceps) is endemic to the Indian subcontinent and is listed as a critically endangered species. The species is a summer visitor and breeder in Pakistan. Due to ineffective law enforcement and human persecution for its alleged aphrodisiac value, the species is close to extinction from its native haunts. Therefore, investigative surveys were done in its potential areas in Cholistan. Forty-four pertinent people and 59 active hunting groups were interviewed in order to assess the status of the species and the problems linked with its exploitation and conservation. The results revealed that the population is on a continuous decline. In about four years, nearly 49 out of 63 birds sighted were killed. The bird is under intense pressure of human persecution and trade. The study further highlights the implications needed to reverse the fast extinction rate of the GIB from the province in particular and the country in general.