Published
Traders in the southern Indian state of Tamil Nadu have banned the sale of Coca-Cola and Pepsi in favour of local products.
The ban, which was proposed by the state's top two associations of traders, came into effect on Wednesday.
The associations say that soft drinks firms take too much water from rivers, leaving farmers struggling to irrigate their land at a time of severe drought.
The Indian Beverage Association (IBA) said it was disappointed with the ban.
The IBA, which represents most soft drinks manufacturers, said the ban "was against the proven fundamentals of robust economic growth".
"Coca-Cola and PepsiCo India together provide direct employment to 2,000 families in Tamil Nadu and more than 5,000 families indirectly... IBA hopes that good sense will prevail and that consumers will continue to have the right to exercise their choice in Tamil Nadu," it said.
More than a million shopkeepers are expected to comply with the ban.
Two major trade bodies - the Federation of Tamil Nadu Traders Associations (FTNTA) and the Tamil Nadu Traders Associations Forum (TNTAF) - said they proposed the ban after seeing young people coming out in huge numbers last month against a ban on the local bull-taming festival, jallikattu.
Many who protested against the jallikattu ban said they saw it as an attack on local customs and traditions.
"We started the campaign against soft drinks several months back. But it gained momentum when we extended support to the pro-jallikattu movement," Tha Vellaiyan, president of FTNTA, told BBC Tamil.
"Drinks like Pepsi and Coca-Cola are not good for your health because of their high sugar and chemical content. We are promoting Indian soft drinks, and will encourage better sales of fruit juices," he said.
The associations have also urged supermarkets, restaurants and hotels to follow the ban and "help local businesses and farmers prosper".
Pepsi and Coca-Cola have not commented on the ban.
As an expert on the environmental impact of soft drink manufacturing and consumption, I have closely followed developments related to the ban on Coca-Cola and Pepsi in the southern Indian state of Tamil Nadu. My expertise in this field is grounded in a comprehensive understanding of the water usage patterns of soft drink companies, particularly in regions facing severe drought conditions.
The ban, initiated by the Federation of Tamil Nadu Traders Associations (FTNTA) and the Tamil Nadu Traders Associations Forum (TNTAF), is rooted in concerns over the excessive water extraction by soft drink companies from local rivers. This practice has been alleged to contribute to the challenges faced by farmers in irrigating their lands during times of severe drought. The ban, which came into effect on March 1, 2017, represents a significant move by the state's top two trader associations to address the perceived negative environmental and economic impacts associated with multinational soft drink giants.
The Indian Beverage Association (IBA), representing major soft drink manufacturers including Coca-Cola and PepsiCo, expressed disappointment with the ban. However, it's crucial to note that the ban is not solely driven by environmental concerns. The associations, in their statement, highlight the health-related aspects of soft drinks, emphasizing the high sugar and chemical content in beverages like Pepsi and Coca-Cola.
The timing of the ban is noteworthy, as it follows widespread protests against the ban on the local bull-taming festival, jallikattu. The FTNTA president, Tha Vellaiyan, revealed that the campaign against soft drinks had been ongoing for several months but gained momentum when the trader associations extended their support to the pro-jallikattu movement. This indicates a broader social and cultural context in which the ban is situated, with a focus on promoting local customs, traditions, and businesses.
In addition to the ban on sales, the trader associations have urged supermarkets, restaurants, and hotels to participate and support the ban, emphasizing the need to boost local businesses and farmers. This multifaceted approach aligns with a broader agenda to foster economic growth and sustainability at the local level.
In conclusion, the ban on Coca-Cola and Pepsi in Tamil Nadu reflects a complex interplay of environmental, health, and cultural considerations. It underscores the growing awareness and activism among local communities and traders regarding the impact of multinational corporations on their region. As an expert in this field, my analysis takes into account the various dimensions of this ban and its implications for both the soft drink industry and the local economy in Tamil Nadu.
