As the state heading towards worst ever drought in the recent times, traders in Kerala has decided to boycott multi-national cool drink products such as Pepsi and Coca Cola. The bottles will be pulled off from the shelves in over seven lakh shops from 14 March onwards, as a protest against the water guzzling companies.
The traders said, they will be promoting local made drinks and asked the customers to cooperate with its decision. The representatives of the Kerala Vyapari Vyavasayi Ekopana Samithi will be meeting the Chief Minister to convey their stand
According to KVVES state president T Nasarudeen, the decision to bycott the brands was taken on the direction of its national leadership.
On 1 March onwards, traders in Tamil Nadu has also decided to boycott these brands, which was received with applause.
According to data collected by Nielsen, Coca-Cola and PepsiCo control approximately 80 percent of the soft drink market in India. Coca-Cola in October 2016 announced that sale of their soft drink products went down by 4 percent in Q3 after the introduction of a range of non-fizzy healthy beverages in the market such as packaged lassi, aam panna, etc.
Kerala is staring at the worst drought in 115 years. The Kerala State Disaster Management Authority (KSDMA) has called upon the government to brace itself for the impending crisis. The state might soon impose a water rationing system across households and industries as recommended by the KSDMA. Irrigation has already been stopped across three districts in the state.
According to reports, the cumulative water storage in 27 reservoirs spread across drought-hit south Indian states has depleted by nearly 100 thousand million cubic feet (tmcft) within 20 days.
The state government earlier officially declared the state as drought-affected.