Retailers in Kerala  wants to join their peers in Tamilnadu to ban the multi national beverages from Pepsi and Coca-Cola. This has to be read with the understanding that Kerala is reeling under sever water shortage this year due to scanty rains last year. The retailers allege that the Multi national giants are over exploiting the groundwater in Kerala and this is causing serious issues.

“Instead of foreign sodas, we will promote local beverages,” T. Naseeruddin, president, Kerala Vyapari Vyavasayi Ekopana Samithi, a trade body that claims membership of more than 700,000 retailers in Kerala, said in a phone interview. “We will announce the ban on March 14.”

The looming threat of a boycott in Kerala comes a week after numerous retailers in Tamil Nadu stopped selling sodas made by PepsiCo and Coca Cola as the state’s population battles water scarcity. It was also a fallout of the JalliKattu protests in Chennai.  Of the 6,607 areas assessed in India to check groundwater developments, 1,071 areas were categorized as “over-exploited” including parts of the two southern states, according to federal government data released on Dec. 1.

It should also be noted that the government of Kerala plans to further restrict or, if possible, stop PepsiCo’s use of groundwater at a plant in Palakkad, Mathew T. Thomas, water resources minister for the state said in an interview. Kerala is facing severe water shortage, the state’s government said in a statement posted on its website last month.

Now if this trend continues it will be a big headache for the Multi National giants and their lobbyists . Even though we are seeing a lot of diversification from them in getting to health drinks and other kind food the sodas remain their cash cow . We will have to wait and see how they will respond to such  bans coming from various states . The major issue here is that it’s not the government that is banning the products but the retailers who are the guys who normally pushes the sales up for these products.

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