State intervention is required sometimes
I t is a fact that consumption of junk food and soft drinks by Indians is increasing. It has become a part of their daily diet, especially among children and youngsters. Obesity in the United States is a huge issue, a majority is affected by the problem. Increasingly people in America are imbibing our methods by adopting yoga in their lifestyle, but ironically we are aping their food habits.
For a healthy life, we have to avoid soft beverages. When a large section of people adopt some wrong habits, the state’s intervention and involvement is required to stem the problem.
First of all, levying heavy taxes on the industries is one step towards checking huge consumption. But moreover there is a need to create more awareness among the school children and youngsters in colleges and other educational institutes. Images and advertisements of the beverage that television and other media beam are very tempting to the people. There is very little awareness about the ill-effects of such products.
Rishi Shereker, fitness consultant
Celeb endorsements spur increase in sale
First of all, we must understand, why we need to reduce consumption of artificial beverages. It has various side effects on our body. Firstly due to the high acidic value of the soft drinks, teeth enamel is directly affected. Moreover there are confirmed reports from the medical fraternity that they cause intestinal cancer. Secondly these artificial soft drinks contain only hollow calories which have no nutrient value. So ultimately it functions in our body as depository fats which cause obesity. Thirdly it has added artificial colour which is a harmful chemical for the body. Instead of taking cognisance of the ill effects on our health, we keep on consuming such drinks for two reasons.
Celebrity endorsement of the products and high spending on marketing and advertisement campaigns are a major cause. Second is lack of awareness. Even in some schools of Mumbai, teachers are showing how soft drinks work as toilet cleaners and are not good for health. Putting taxes on the industry won’t help as consumers of such drinks are affluent people. For them taxing won’t work because they are addicted to it.
Mehar Panjwani, nutritionist
Kids drinking colas is common
Of course, soft drinks are not healthy and will contribute in making children obese. Youngsters are addicted to junk like chips, popcorn and soft drinks. Consuming a can of cola is common today. They wouldn’t think twice before consuming all this junk food. I think the seriousness of the issue is more alarming in US than in India. Junk food comprises a major chunk of food consumption for youngsters in the US. Whereas in India, we consume junk food mostly on weekends. But it’s surely not a staple meal for school and college going children. Anything in moderation is acceptable and the same applies to junk food as well.
Manisha Mehta, administration manager
Ads must be scrutinised
I don’t believe that the cola firms deliberately target children, but youngsters unintentionally tend to become easy targets for soft drinks promotion campaigns. Anything that is new is bound to attract them and now with the summer season here, soft drinks will be in demand. There is a need to look into the consumption of soft drinks and other harmful junk food, since it’s becoming a part of the daily diet for kids. Once tastes of children are accustomed to a particular drink, then the price is not a bother for them. There is a need for the Advertising Standards Council of India to be more responsible regarding the advertisement content.
Umesh Pail, senior tax assistant
Be hard on manufacturers
Additional fat tax might compel people to reduce consumption of soft drinks than what they were used to before. We should also have similar taxation soon, since the young generation is dependent on soft drinks and sweet beverages. I know many youngsters who consume more than one litre of soft drinks daily. Firms target youngsters to boost their sales. In fact a soft drink company has their slogan as Youngistan. Soft drinks makers position their drinks as ‘cool’ to grab young minds. Over years, youngsters have developed a taste for such drinks and prefer them over other healthy options. Thus, they are biggest stumbling block to fitness.
Vidya Prabhu, homemaker
Increase awareness about hazards
I try to avoid sweetened colas, as much as possible, and usually consume them only when I eat at a restaurant. I don’t think levying taxes on companies manufacturing sweetened beverages is going to reduce their consumption. Everyone knows that cigarettes are injurious to health. Firms involved in the processing of the same are heavily taxed as well, but aren’t people still smoking?Cola companies have big stars advertising for their brands, which influences youngsters to fall for them and consume them to be ‘cool’. Despite increasing taxes, people will go on consuming them. Therefore, authorities should make people aware of the damage.
Tenaaz Balsara, student
I support the measures, we too should follow suit
Beverage companies target children to boost their sales because children are the ones which get influenced by soft drinks advertisements, whenever they see any celebrity endorsing cold drinks, they want to try that drink. As New York leaders are suggesting a heavy tax, India should also go for such measures. If soft drinks become costly their consumption will reduce or at least the frequency of consumption will decrease. Moreover there is a need to spread awareness among the people of ill effects on their health. Constant consumption can cause disorders and weaken bones and teeth.
Akshat Jain, media professional
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