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Yenna Cola, mind it: Tamil Nadu traders won't sell Pepsi, Coke

However, several super markets located in Chennai and other parts of the state will not take part in the boycott

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The jallikattu protests earlier this year that centred on keeping local traditions alive – and paralysed parts of Tamil Nadu – have had an unlikely fallout. Starting Wednesday, traders across the state, taking their cue from the protestors who argued that multinational soft drink companies were exploiting groundwater resources, will stop selling PepsiCo and Coca-Cola's fizzy drinks, citing health and environmental grounds.

Two major traders' body – Tamil Nadu Traders Federation (TNTF) and Consortium of Tamil Nadu Traders Association (CTNTA) – will enforce the boycott of both brands across more than 20 lakh shops affiliated with them; a third are expected to take the products off the shelves immediately. However, several super markets located in Chennai and other parts of the state will not take part in the boycott.

"Now the time is ripe for the boycott. Students and youths who protested for jallikattu created a conducive atmosphere for enforcing a boycott," said T Vellaiyan, president of the TNTF.

"We are not opposing it just because these products are made by the MNCs. But it does more harm than good to the body. We decided to boycott because of the harmful content," said A M Vikramaraja, president of the CTNTA.

He added that the protest may even spread to other states, with traders associations in Kerala and Puducherry considering a similar boycott.

The state has been facing its worst-ever drought in recent decades with over 200 farmers reportedly committing suicide due to multiple crop failure. "But the bottling plants of the MNCs are continuing to exploit ground waters creating further stress on the farmers," alleged Vellaiyan.

Given that PepsiCo and Coca-Cola control about 80 per cent of the Rs 1,400-crore soft drinks market in the state, even a partial success of the boycott could help revive the market for local brands such as Kalimark (Madurai), Sri Mapillai Vinayagar (Dindigul), Torino, Triple Seven Cola (Thanjavur), J-drink (Pollachi), and Ruby (Madurai)

"We are expecting a 100 per cent increase in our sales if the boycott is implemented," said S. Karthigaikani, General Manager of the 118-year-old Sri Mappillai Vinayagar Soda Company.

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