IBA says ban on colas by Tamil Nadu traders unjustified

Chennai: Rattled by the decision of the Tamil Nadu trade associations not to sell the beverages of Pepsi and Coca-Cola companies as a fallout of the jallikattu campaign, the ‘Indian Beverage Association’ (IBA) on Wednesday said such boycott was unjustified as both the cola majors had “absolutely no connection” with the recent events in the state.

Expressing “deep disappointment” at the decision by the TN trade associations—Tamil Nadu Vanigar Sanga Peravai led by T. Vellaiayan and Tamil Nadu Vanigar Sangangalin Peramaippur of A. M. Vikkramaraja—not to sell the products of the “two of the largest players in the food processing industry”, who also happen to be its members, the IBA said as “responsible” companies, both had made “significant contribution” to Indian economy and society over the last couple of decades. They not provided employment to about 3.5 lakh people but also played “a critical role in improving livelihoods of over five lakh farmers and about four million retailers in the country”, the IBA said in a statement.

Peravai chief Vellaiyan told Deccan Chronicle that his members, numbering over 20 lakh across Tamil Nadu, would not sell the products of the two cola majors from Thursday. “We are taking this patriotic decision from the Republic Day. We have been demanding this from 1998, met Prime Minister Vajpayee and several other leaders but could not get the Central Government to ban these MNC beverages. “All politicians have been functioning as slaves of these MNCs. Now with several students and youth shunning these American beverages and throwing them on the streets, we got charged up and made this announcement”, he said.

“There is wholesome support from our 20-lakh trader-members for our call to boycott Pepsi and Coca-Cola company products”, said Vikkramaraja. “Now our own desi brands such as Kali Mark, Goli Soda, Torino and Fruitnik, which had taken a beating by the invasion of these MNC colas, which use water polluted by pesticides that cause serious kidney problems”.

The IBA, on the other hand, argued that its members “are not just skilling farmers and retailers in modern techniques of agriculture or commerce, they are also deeply involved in ensuring the welfare and sustenance of local communities…have restored water bodies, built check dams and played a significant role in disaster relief and rehabilitation in the state”.

The ban would be against the interests of the farmers, traders and retailers in Tamil Nadu, besides undermining the role that the beverages industry could play in the economic growth and development, the IBA said, adding that it was open to engage with any organization that has a diverse point of view. “In the interim, we urge individuals and organisations not to be misled by rumours and spread of mis-information. We hope that good sense will prevail and normalcy will be restored soon in this matter”, said the IBA statement from its secretary general Arvind Verma.